Publicity is one of the tenets of public relations

As publicity is one of the tenets of public relations, it is important to involve the PR practitioner in all planned publicity programmes as their expertise can be invaluable. Some organisations prefer to hire external PR firms to handle most of the reputation management issues, while others prefer inhouse offices in this regard because it ensures that publicity professionals are available instantly in case of a crisis or emergency situation.

2.1 With the above statement in mind, identify and discuss the publicity process that impacts the job of the publicity agent. (9)