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PREVIEW OVERVIEW OF CORPORATE PUBLIC RELATIONS A Corporation’s Audiences Role of the CEO in Corporate Public Relations Public Relations Specialties Public Relations Activities The Role of the Corporate Communicator The Role of Public Relations in Multinational Corporations The Role of Public Relations in Smaller Corporations Skills Necessary for Success in Corporate Public Relations Corporate Public Relations Budgets Tactics Used by Corporate Public Relations CORPORATE CREDIBILITY AND REPUTATION The Challenge of Earning a Good Reputation Restoring Credibility CHALLENGES OF CORPORATE PUBLIC RELATIONS Consumer Relations Promoting Public Understanding Global Public Relations Technological Change Diversity SUMMARY |