PR revision Crossword

An important communication tool for PR practitioners (5,7)
A strategic communication process that builds mutually beneficial relationships between organizations and their publics (6,9)
An independent, functioning unit designed to serve multiple businesses by helping them to bridge the gap between the business and the public (2,6)
A key advantage of agency over in-house PR (4,3)
A key disadvantage of in-house PR
A key disadvantage of angency PR
Often used by tabloid newspapers to attract readers
A key area of difference between broadsheet and tabloid newspapers
The S in SMART goals
The people you are trying to reach (6,8)
The simplest PR measurement metric
The most difficult to achieve and evaluate PR outcome (11,6)
Ideal press release structure (8,7)
A press release headline must be...
The process of linking your brand to topical news stories with the aim of generating media attention
A way to generate publicity cheaply (2,5)
A key Community Management activity
A key part of Reputation Management (6,6,12)
An ethically questionable Reputation Managment linked activity