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PREVIEW PUBLIC RELATIONS IN ACTION Integrating Case Study: Cedar Springs Community Hospital, Segment 3 Influencing Management Decisions Diffusing Information Facilitating the Adoption Process Designing the Public Relations Matrix THE PRACTITIONER AS A COMMUNICATOR Principles of Effective Writing Media Selection HOW TO BE HEARD Attention (Selective Attention) Understanding (Selective Perception) Retention and Action (Selective Retention and Action) SUMMARY |