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TRUST requires appropriate PROTECTION of confidential and private
information- protect privacy rights of clients, organizations, and
information
, community relations
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community organizing, could work for a non-profit, job is to interact with
local community and advocate for them
diffusion of innovations
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predicts the trajectory of how new technology will be adopted
internal/employee communications
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in charge of communicating with employees on behalf of an organization
marketing/advertising
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commonly used as a synonym, but book explains marketing is a type of PR
specifically involved in selling something