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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 24CAREER PATHS IN PUBLIC RELATIONS

Jean CardwellPresidentCardwell Enterprises Inc.

Dana RubinRubin Creative

Welcome to the brave new world of careers in public relations.

New dynamics and developments have demolished the last vestiges of the old order, but what will emerge as its replacement is not yet clear. Globalization, the demands of the hyperconnected world, the rise of social media, the recession and slow economic growth—all these have undermined the traditional job ladder, eroded organizational loyalties and transformed expectations for success within the industry.

Competition is tougher than ever, and the marketplace for communications professionals has become a Darwinian struggle. New skills, new specialties and new strategies ...

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