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Business


Clive Shearer
Management
by Design
By Clive Shearer
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May 11, 2005

Management by Design: PR today needs a laser, not a shotgun

  • Local public relations specialists say the battle for attention is more competitive than ever.
    • By CLIVE SHEARER
    Special to the Journal

    Private companies, corporate giants, public institutions and even governments use public relations to deliver messages about themselves, their direction and their views on relevant topics.

    The profession of public relations, older than ancient Rome, has been changing. For example, the expansion of marketing and business development into the professional service arena has led public relations professionals to adapt and expand their areas of operations. An even greater change stems from the advent of electronic media.


     
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