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All of us in one way or another practice public relations on a daily basis. Many public relations practitioners lack the basic understanding of the role and functions of public relations. The demands on public relations consultants are overwhelming. They are often regarded as oracles and expected to perform miracles. Yet no matter how intelligent, well-trained and experienced they are, they can never be expert enough in everything. Public relations officials have to be adaptable to accept that in public relations one never stops learning. The ability and the willingness to find out is critical in public relations practice no matter what his or her background and experience may be (Jefkins &Yadin, 1998:15-16)...
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