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By Iverson K.E.

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Lance (1981) ‘Perception and cognition. An information-processing framework for politics’, in Samuel L. ), The Handbook of Political Behavior, Vol. I. New York, London: Plenum. pp. 69–193. E. (1956) The Image: Knowledge in Life and Society. Ann Arbor: University of Michigan Press. Burkart, Roland and Probst, Sabine (1991) ‘Verständigungsorientierte Öffentlichkeitsarbeit: eine kommunikationstheoretisch begründete Perspektive’, Publizistik, 36: 56–76. Butler, David and Stokes, Donald (1974) Political Change in Britain.

Chicago, London: The University of Chicago Press. Kahneman, Daniel and Tversky, Amos (1983) ‘Choices, values, and frames’, American Psychologist, 39: 341–50. Katz, Elihu and Lazarsfeld, Paul W. (1955) Personal Influence: The Part Played by People in the Flow of Mass Communications. New York: The Free Press. Kingdon, John W. (1984) Agendas, Alternatives, and Public Policies. Boston, Toronto: Little, Brown. , Berelson, Bernard and Gaudet, Hazel (1944) The People’s Choice. How the Voter Makes up His Mind in a Presidential Campaign.

If he is unsatisfied, even the best evaluation is useless’. This argument came up repeatedly in one form or another. Serious public relations requires its own specific concept of success, not one derived from the satisfaction of the client, from a marketing mix, or from some other source. The following expectations of success, for example, can be contemplated based on knowledge of communications science. Reasonable strategic steps would be oriented on (previously formulated) expectations (or objectives).

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A personal view of APL by Iverson K.E.

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