Chapter 20. PR Cybertools for Cyberspeed

Objective:

To illustrate how PR techniques, advanced technology, and cyber resources enhance a public relations effort and produce light-speed results. This chapter focuses on the cybertools that facilitate faster and stronger media relations and how targeted public relations campaigns are a direct result of the following:

  • Retiring outdated PR resources

  • Updating PR tools cyberstyle

  • Using basic cybertools—media guides move online

  • More Cybertools—editorial calendars; clipping and monitoring services

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