By The Book: Tough Times for Corporate Communications Pros


Paul Argenti sees the big picture for PR. As professor of management and corporate communication at Dartmouth College's Tuck School of Business, he advises his students that public relations should be woven throughout the fabric of a company - from integration with advertising to employee relations to government relations. But he's particularly interested in the role corporate communications must play in a world of reduced government, multi-national branding and ever-increasing corporate power.

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