Chapter four, Building a Collaborative Culture , starts off by talking about how important collaboration is. Collaboration can be extremely useful, especially in the field of public relations. When collaborating with others, everyone has to be willing to center "the focus on culture and the importance of shared ideals." ( Hall and Nussbaum-Beach, p. 58). Everyone has to work as a team. Next, the book talks about relationships coming first. Throughout this book, we have learned how vital relationships are! This chapter emphasizes the fact that relationships need to be maintained in order to be successful. An important aspect of professional relationships is establishing trust. "Trust, empathy, and reciprocity bond members together in any community or social setting." (Hall and Nussbaum-Beach, p.60). As a public relations student, I have had to create trusting connections with my professors and internship bosses and it has given me many advantages. Trust creates g
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