Evaluate a news coverage in the written press, Business Management

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Question 1:

How would you evaluate a News Coverage in the written Press and the Electronic Media?

Question 2:

A big multinational company wishes to employ a PR manager for all its PR activities. What according to you would be the advantages and disadvantages of having its own PR department versus a consultancy firm?

Advise management whether it would be cheaper to employ an in-house PR manager than appoint a consultancy firm.

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