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Public relations is the art and science of building relationships between an organization and its key audiences. As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy business people know that how a company conveys and maintains its image has never been more important or more challenging. This book is meant for media relations professionals, government public relations officers, practicing public relations, satellite media tour, issues of management system, public relations objectives, public relations practitioners, integrated marketing communications, pub relations planning, public relations research, video news release and corporate communicators. About The Stuart M. Levy has more than twenty years of experience in the fields of public relations. He is founder and president of SML Communications, Inc., a Texas based training and public relations firm. As a well-known professor of public relations, he has been associated institutions, where he teaches courses in public relations. He also serves as a honorary member in the advisory committees of various professional institutions.