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

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PART 3CURRENT AND CONTINUING ISSUES IN PUBLIC RELATIONS

At first glance, some readers might be surprised at the collection of topics in these chapters. Public relations is concerned with key business and social issues: positive, neutral and negative. Positive issues that PR might communicate about include new miracle drugs, safety features in automobiles and new Wi-Fi technologies. Negative issues might include oil spills, food poisoning, air crashes and product failures. There are also more neutral issues including the hiring of employees, changes in leadership and mergers and acquisitions.

This section is a strong combination of important selected issues. Each issue has been in the news and increasingly in the academic literature. These issues ...

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