Public relations can be a very tricky business but play a major role in every field of business. In this chapter, Filak covers the true importance of public relations and how the ultimate outcome of their jobs can lead to how the general public views the company or product.
PR specialist today are crucial to relaying information to the public that projects a positive image of the company to the general public. Failure to do so could lead to repercussions against the represented party, and hurt both sales and reputation. It is the journalist responsibility to proved both accurate and positive messages to the general public.
One of the best points Filak highlighted in the Chapter was the importance of invoking a response of the audience. The press release could be written perfectly, but without a true message of significant, it would not generate any quality feedback from the audience. Thus, it would be difficult to gauge the true effect of the press release.