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The process of human change begins within us. We all have tr
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MessaggioInviato: 12 Nov 2019 04:20:04    Oggetto:  The process of human change begins within us. We all have tr
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The process of human change begins within us. We all have tremendous potential. We all desire good results from our efforts. Most of us are willing to work hard and to pay the price that success and happiness demand.

Each of us has the ability to put our unique human potential into action and to acquire a desired result. But the one thing that determines the level of our potential
, that produces the intensity of our activity, and predicts the quality of the result we receive is our attitude.

Attitude determines how much of the future we are allowed to see. It decides the size of our dreams and influences our determination when we are faced with new challenges. No other person on earth has dominion over our attitude. People can affect our attitude by teaching us poor thinking habits or unintentionally misinforming us or providing us with negative sources of influence, but no one can control our attitude unless we voluntarily surrender that control.

No one else "makes us angry." We make ourselves angry when we surrender control of our attitude. What someone else may have done is irrelevant. We choose, not they. They merely put our attitude to a test. If we select a volatile attitude by becoming hostile
, angry, jealous or suspicious, then we have failed the test. If we condemn ourselves by believing that we are unworthy, then again
, we have failed the test.

If we care at all about ourselves, then we must accept full responsibility for our own feelings. We must learn to guard against those feelings that have the capacity to lead our attitude down the wrong path and to strengthen those feelings that can lead us confidently into a better future.

If we want to receive the rewards the future holds in trust for us, then we must exercise the most important choice given to us as members of the human race by maintaining total dominion over our attitude. Our attitude is an asset, a treasure of great value
, which must be protected accordingly. Beware of the vandals and thieves among us who would injure our positive attitude or seek to steal it away.

Having the right attitude is one of the basics that success requires. The combination of a sound personal philosophy and a positive attitude about ourselves and the world around us gives us an inner strength and a firm resolve that influences all the other areas of our existence.

To Your Success, Jim Rohn

Reproduced with permission from Jim Rohn's Weekly E-zine. Copyright 2005 Jim Rohn International. All rights reserved worldwide. To subscribe to Jim Rohn's Weekly E-zine, go to It is not enough to know what media relations is and what purposes it serves. To practice media relations, it is important to understand the process by which public relations operates. Media relations go further than creating messages. Effective media relations efforts are a result of processes and practices undertaken by the PR professional. The main focus is getting the right information to the right audience and tailoring the messages achieves the best result. One of the most effective ways to achieve this is to understand the key platforms. Determining the platform helps to know to provide the client with the right advice on the type of message and the target audience. While social media has revolutionized PR
, traditional media remain vital. In spite of the growth of owned and digital content being able to sell in a good story, effective engagement with the media is still a crucial skill. The key is to understand the news agenda and what will work for the different audience.
Where effective media relations practiced, news will always be covered by means that support the message. When it comes to media relations, effective communication is important. While the communication process flows from the media to opinion leaders
, the process is partially reversed in media relations. Communication flows from client to the media, then from media to the audience. Due to this nature of communication in media relations, there are various principles of communication that apply. One such principle is source credibility. The client must appear to be reliable and trustworthy. On the other hand, having news content covered by media gives powerful third-party support for the message. This is particularly important as messages are often complex while target audiences invest in more effort in the analysis since they are more skeptical about the credibility of information. On the other hand
, information must be redefined for media relations. Information must meet the newsworthiness criteria to meet salience for journalism.

As with other public relations, the four stage process is important in media relations. The process begins with research. The aspect of research in media relations involves an initial fact-finding stage to differentiate between media outlets. These comprise of both mass and specialized outlets. A decision regarding the most suitable option must be made. The objectives stage involves determining the potential impact and importance of using the outlet. After, strategies to achieve the desired goals are developed. The programming process entails understanding the audience for the media outlet and how the media defines news for its audience.
The information obtained in this process helps in developing effectively targeted message for the audience. The Evaluation stage entails measuring the results by referring to the attainment of the objectives. The aim of the evaluation is to ensure that it was effectiveness in meeting the criteria set. Such can be measured through content analysis, publicity statements
, tracking of messages and other means. These four steps are fundamental in any PR campaign. However, they are not four independent functions. Each overlaps the others, and when one is not effectively carried out, the entire process will be affected.
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MessaggioInviato: 12 Nov 2019 04:20:04    Oggetto: Adv

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