Public relations is operating in an increasingly challenging and complex environment. A multitude of pressures from both outside and within the organization means that public relations professionals need to be able to clearly articulate and demonstrate their own contribution to the organizational effectiveness of their place of work. This short textbook provides aspiring public relations professionals with a framework to do this, as well as a checklist of essential capabilities which they must acquire and exhibit if they are to operate at the highest levels of any organization.
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