Some people only do media relations and some communication liaisons, i.e., work with community relations, e.g., set up outside appearances by company employees. Goal is to make client well-known. 1-way, complete truth not essential, just want name recognition. Disseminate supposedly unbiased, balanced info. Two-way communication balanced in favor one party, scientific persuasion, PR person gives out most of info., info.
Feedback is monitored to adjust persuasive message as needed.
Formative and evaluation research to see if knowledge about each other improved. Prof. Bivins provided info. Women get paid less than men but he feels the gap will narrow as more women enter the field.