Good PR can play a key role in changing public policy. There are countless examples, but one primary area of major PR success is in tobacco control, where groups with modest advertising resources like Action on Smoking and Health (ASH), the Cancer Council and various state-based advocates have won comprehensive victories by driving a constant barrage of editorial stories about the risks of second hand smoke and the public health benefits of tighter controls.

But what about at a more micro level? Say at the level of the level of the individual not-for-profit organisation? Or more commercially at the level of an individual pharmaceutical compound?
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