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Analytical discourse examines training for public relations practitioners, highlighting new skills needed for corporate governance.
In these trying economic times, the need has arisen for public relations practitioners to take a pivotal role in corporate governance. They shoulder the responsibility of helping their organizations maintain acceptability and profitability whereas the norm seems to be anachronism and bankruptcy for many establishments. This paper analytically examines these and other challenges facing public relations (PR) in this new century and suggests a broadening of PR education to equip aspiring and current practitioners with requisite skills for meeting them. The suggestions include proficiency in advanced computer-mediated-communication (CMC) and research, a stricter ethical-cum-corporate social responsibility orientation and diplomacy. Key Words: PR Practitioners, New Century Challenges, PR Education. Computer-Mediated Communication, Diplomacy. JCMRJournal of Communication and Media Research, Vol. 3, No. 1, April 2011, 55 – 66.
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EDITH UGOCHI OHAJA, PH.D., (2020) studied this question.
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