It was Daniel J. Boorstin, an American historian at the University of Chicago, who once remarked, “Some are born great, some achieve greatness, and some hire public relations officers”.
Although this statement was made many years ago, its relevance and truth still endures today. In fact, the importance and value of public relations is likely to continue to be emphasised in the coming decade.
So, what has changed? PR experts and organisations have continued to stress the significance of the industry and its role, asserting that effective communication should be a priority for any organisation
with stakeholders.
And why now? Globally the communications industry has experienced robust growth
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