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OUR ROLE IN THE NEW WORLD

Corporate behaviour has dominated the business news headlines in the recent past. In the new world of intense public scrutiny by regulators, shareholders, consumers, media and NGOs, have public relations found its rightful place in the board room? Are we cognizant of our role of guiding corporate behaviour? What should we do to become the conscience of the companies we represent?

“Good communication cannot replace bad strategy” says Harold Burson, Chairman and founder of Burson-Marsteller. Listen to the father of the global public relations industry talk about the ‘real role’ of the public relations professional in the new future.

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