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The PR industry is quite bad at enlightening potential clients about public relations and its importance to their business. On the other hand, Internet is a flourishing field where PR being used extensively, as a tool, by marketing professionals. The Message in Internet marketing is designed to drive sales and increase ROI in all possible ways. For instance, the driving Message of a bookstore could be that they offer the largest collection and lowest costs. Online PR isn’t directly promotional. PR messages are more about companies showing that they care about a specific cause or putting out news messages. Tactics and tools, are two disciplines that unite Internet marketers and online PR. However, they are often used in differing ways by each.

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