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Public Relations
Objectives
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After reading this chapter, you should be able to explain
- public relations as a persuasive communication tool that uses mass media.
- how public relations grew out of public disfavor with big business.
- public relations as an important management tool.
- public relations includes promotion, publicity, lobbying, fundraising and crisis management.
- public relations usually involves a candid, proactive relationship with mass media.
- public relations organizations are working to improve the image of their craft.
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