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An organization must carefully weigh the advantages and disadvantages of each medium before investing time, creativity, and money in it. For example, a news conference or a groundbreaking ceremony that recieves TV coverage is uncontrolled communication, because the PR person has no assurance that the cameras will record the event or focus the coverage in the desired way.

Assume that you are the PR director of a local regional bank. The bank is launching new checking and savings programs to Hispanic families in the area. Spainish is their primary language.

1- What communications channels and media might you select to reach this target audience?

2- Why did you choose these?

3- What other considerations must be part of your PR plan?

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