6 PR principles pros can’t afford to forget

In a rapidly changing professional environment, public relations practitioners can lose sight of the basics. Here’s a refresher.

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Amid the tumultuous, unpredictable changes in the industry, the basics of what PR professionals aim to accomplish often get overlooked.

When you feel stuck, stop and evaluate your progress: Think about what you’re striving for.

In the whirlwind of delivering results, some PR principles are often forgotten. Here are a few that can help you re-center your program:

1. Communications is an extension of the business—not a standalone activity. Any communication or PR plan must ultimately contribute to achieving a company’s business objectives. If it doesn’t, then there might not be a good reason to put it into motion.

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