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KNOWLEDGE || BUSINESS SKILLS || PR PLANNING || PR IMPLEMENTATION

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How companies organise themselves and operate in:

manufacturing service

industry

financial sector

central/local government

public sector

voluntary sector

membership bodies

medicine/law

The management of organisations, including:

mission

objectives

culture

ethics

performance measurement

The overall role PR plays in-house:

for commercial and non-profit making organisations

in building brands

in corporate positioning

The overall role PR plays in consultancy:

for commercial and non-profit making organisations

in building brands

in corporate positioning

PR's relationship with other marketing disciplines, including:

advertising

research

sales promotion

direct marketing

direct selling

The role of the print media; including basic terminology, its operations and key players

The role of the broadcast media; including basic terminology, its operations and key players

A Guide to Public Relations Education and Training