After completing this chapter you should be able to

• Understand the key aspects of public relations and how they relate to your work as a media professional
• Explain the concept of transparency and why it has value in the field of public relations
• Identify the key elements to providing the best possible message to your readers
• Create properly formatted public relations material, including a standard press release
• Understand the various forms of information you will release and how to work with the media to meet their needs as you release content