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Dominick:Dynamics of Mass Communication
Dynamics of Mass Communication: Media in the Digital Age, 7/e
Joseph R. Dominick
Public Relations

Main Points

  • Public relations is difficult to define, but most practitioners agree that PR involves counseling management about communication strategies that can improve public opinion about an organization.
  • Modern public relations began around the turn of the 20th century and has steadily increased in importance.
  • PR is practiced in numerous settings, including business, government, and the nonprofit sector.
  • A PR campaign consists of the following stages: information gathering, planning, communication, and evaluation.
  • The Internet is an important part of PR. It is used to provide information to the public and to obtain background information for PR professionals.








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