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Field study reveals how public relations tactics influence forest fire reduction strategies and community perceptions.
A sociologist, comparing public relations activities among units of a southern forestry commission, identifies three distinctive "work strategies" and describes how they influence public attitude. From this field study, he develops a partial explanation (model) of how a unit's actions and policies influence achievement of long-run management goals. A significant implication of the model is that differences in organizational structure and approaches to community relationships can affect management success–in this case forest fire reduction.
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Robert Reynolds (1972) studied this question.
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