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Unformatted text preview: policy, the group of leaders- Ex: at COM, the dominant coalition would be the dean; for Obama, the dominant coalition would be the cabinet * PR ideally should be apart of the dominant coalition because they want to a voice in where the organization is headed- can serve as the conscience of the organization Duty to organization vs. duty to society The two are not mutually exclusive; however, ultimately you are an advocate for the organization. In terms of the dominant coalition, the PR aspect can often become the ethical voice How can our message be geared to benefit the audience? Trend: PR is going from reactive to proactive...
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- Fall '08