Good public relations is having the public approve and be happy with the company you work for, even if you do something wrong. Good PR is keeping the public informed with what you are doing by writing press releases and advertising all of the good things your company is doing. When companies have scandals, good public relations become harder to have but this is when you can truly tell how good you are at PR work.
Writing for PR is different from writing for news because the who, what, where, when, why and how does not go at the very beginning, you can include these factors throughout the release. It is not written in inverted pyramid style, so important information can be throughout the release rather than most important first, like in a news story. PR releases also always have a bias towards the company, where as news stories are not supposed to have one.
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