Public relations can be tough gig, but it plays a key role in every business. Filak discusses the importance of PR and how the ultimate outcome of their jobs influence which certain views that the general public has on the company or a product.
PR specialist are responsible for relaying information to the public that projects a positive image of the company or a product to the public. How the public views the company and how well they respond to a product is all PR’s responsibility. Without good PR, a company’s sales and reputation would be obsolete. Journalist are responsible to provide their accurate views to the general public.
Filak elaborates the importance of invoking a response of the audience in this chapter. A press release without a true message of significance is a failure, and it would not receive any feedback from the audience, or even get their attention.