One of our core functions as a public relations practitioner is to tell the public what’s happening at our organization. We report our organization’s news, telling our organization’s story. We do so in a variety of ways, including on our website, via the news media, and across our social media channels. One great place to see this process in action is PR Newswire. On three occasions I want you to go to PRnewswire.com, pick a news release of your choice, and then do a little digging and analysis. First, tell me what they’re announcing. Second, search to see if any traditional news outlets have covered it. Third, see if the organization has posted anything online or via their social media channels. Who are they targeting specifically, and who else might be affected? Is the news getting out there beyond this one news release? What are your recommendations for other things they could do to improve?
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