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Anne Gregory

Key points

The scope for effective public affairs is widespread in today’s communications-led society.

Achieving consensus and that all-important third party support in a transparent atmosphere will be a major plank in the strategy of any organization concerned with gaining respect in its appropriate marketplace.

But sometimes confrontation is inevitable. The strength of the cause will be measured in difficult circumstances and the organization’s value called into question. Is it up to it? The public affairs strategy must be sufficiently robust to withstand such scrutiny and the organization’s core philosophy and its personnel will be tested.

It is under those circumstances when the investment in time and effort will be rewarded, or will fail, in the eyes of the organization’s publics.

To summarize this article, here are some key points.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 87-108)