DEFINING THE PARAMETERS(英文版)(ppt 31页)

DEFINING THE PARAMETERS(英文版)内容提要：
  Defining corporate public relations
It is difficult to find a universally accepted definition of corporate public relations which defines the parameters of the function.
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He suggests that the communications specialisms jointly develop common starting points [CSP] from the chosen communications strategy, which is itself derived from the company’s actual and desired identity and company image. These CSPs represent the central values which underpin and guide all communications activity.
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Even in relatively large organisations, there may be only
a relatively small team of practitioners responsible
for carrying out all the communications activities rather than having specialists responsible for each sub-function.
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