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Building Electronic Relationships 16

instances. “As for dealing with media persons in cyberspace, PR practitioners

should simply observe rules used in traditional channels of communication”

(Strenski, 1995).

The alliterative mandate: Practice PR Principles. Allow for a free flow

of information among stakeholders, encourage fair competition, establish

consistent disclosure policies, safeguard confidences, avoid conflicts of

interest, and act in a manner that enhances and brings credibility to the public

relations profession ---PRSA Code of Ethics (October 2000).

Practioners of public relations proceed to the Internet with caution, but

proceed nonetheless on a dual track, building, maintaining, and strengthening

customer relationships.

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