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

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CHAPTER 25THE CHIEF EXECUTIVE OFFICER: The Key Spokesperson

John D. GrahamChairmanFleishman-Hillard International Communications

Public relations has reached a significant turning point in its evolution as a profession. In today’s highly competitive, global business environment, with more public attention focused on business actions and their consequences, public relations has the opportunity to become one of the key management disciplines of the future. But our success in meeting this challenge will depend heavily on how well we, as communications counselors, can perform one crucial function. I am talking about our ability to advise the senior executive team on how best to protect, manage and market an organization’s single most important asset—its ...

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