When I was aiming for a career in public relations, I had the good fortune to earn an M.A. in the field at the University of Maryland's College of Journalism. Two of the best professors I had were James and Larissa Grunig, who focused on teaching a model of practicing public relations that emphasized two-way communication, as opposed to pure press agentry.
It looks as if the profession has finally caught up with the Grunigs. I think we'll all benefit from it.
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