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© Blow PR, LFW Blow Guide SS 2007
COMMUNICATION
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151
certain external agents are required
for carrying out this work. They are
professionals of a very heteroge-
neous nature including press offices,
communications and public relations
agencies, advertising and media plan-
ning agencies, modeling agencies, art
directors and popular personalities.
THE PRESS OFFICE
This press team can be either internal
or external to the company. Gener-
ally, the press office consists of a
director (the press chief) and assis-
tants responsible for writing com-
muniqués and interacting with jour-
nalists to ensure that press releases
are published. For this reason, it is
extremely important that the press
office be familiar with the profession-
als of different media so as to be able
to identify their work, making working
with a constantly updated database
indispensable. This necessary degree
of closeness and contact with journal-
ists is the reason why press agencies
always operate within the national
sphere; if an agency is international, it
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