... Public Relations is a set of communication skills to establish and maintain the good relationship between the organization and its publics, Newsom & Kruckeberg thought PR more as the cognitive result rather than a kind of communication process. On another hand, Macnamara (1996) and Canadian Public Relations Society (2002) defined PR in the more allround details than the former two ideas. As Canadian PR Society (2002) said, PR is "the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance." These two thoughts are one-sided and simple. Moreover, the thoughts of Macnamara basically include the former three thoughts to consider PR as a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves ...

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