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Corporate success always depends, sooner
or later, on the support of community leaders, the media,
legislators, regulators, and a host of others who may not
be directly involved in your business or even your industry.
The issue is issues: Tax increases
or abatements, government policies on trade agreements, environmental
concerns, safety or labor practices.
The key is to defend your interests
by showing how they align with those of the community or society
at large. It's a highly specialized form of communication,
and Marsteller is especially good at it.
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