The role of a successful Public Relations professional is to communicate the goals of the organization to its publics effectively. Riordan's public relations staff is committed to positioning itself as a leader in embracing diversity in the workplace through building media relations and generating publicity for the organization. The staff has worked together to compile objectives for the public relations campaign, identified the organization's publics, written a media release, developed a tactical plan and evaluated the business implication of Riordan's public relations plan.
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