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Charities and agencies - keeping the relationships sweet
There's a great write up of the event on the PR Network's site - so I won't duplicate it here. But what I would say is that from my experience, the key thing about any relationships between charities and agencies, and between either and journalists is a requirement for transparency.
The more that both sides know what the other wants to get out of any partnership, the more likely everyone's going to be pulling in the same direction, and it's going to succeed.
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