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Public Relations and Its Education: 21st Century Challenges in Definition, Role and Function.
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Kruckeberg, Dean – 1998
This paper asserts that the greatest challenge for 21st century public relations practitioners will be the identification of organizational values and their reconciliation with societal values within the context of a quickly and seemingly chaotic syncretizing popular culture. This function of public relations requires considerable practitioner…
Descriptors: Cultural Awareness, Distance Education, Education Work Relationship, Educational Environment