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Download full textMilo, Katherine J.; McEuen, Vivi S. – 1989
As it is difficult to know how much damage negative publicity can cause or how an organization should react to it, the best measures are seen as preventive. Advocacy or issue advertising, which attempts to tackle controversial subjects and present facts and arguments that will project the sponsor in a positive light, is one such measure which…
Descriptors: Communication Research, Higher Education, Institutional Characteristics, Mass Media Role
