...Section A: Basic Microbiology 1 SCOPE AND HISTORICAL DEVELOPMENTS IN MICROBIOLOGY “Science contributes to our culture in many ways, as a creative intellectual activity in its own right, as a light which has served to illuminate man’s place in the uni-verse, and as the source of understanding of man’s own nature” —John F. Kennedy (1917–63) The President of America The bacterium Escherichia coli INTRODUCTION AND SCOPE MICROBIOLOGY is a specialized area of biology (Gr. bios-life+ logos-to study) that concerns with the study of microbes ordinarily too small to be seen without magnification. Microorganisms are microscopic (Gr. mikros-small+ scopein-to see) and independently living cells that, like humans, live in communities. Microorganisms include a large and diverse group of microscopic organisms that exist as single cell or cell clusters (e.g., bacteria, archaea, fungi, algae, protozoa and helminths) and the viruses, which are microscopic but not cellular. While bacteria and archaea are classed as prokaryotes (Gr. pro-before+ karyon-nucleus) the fungi, algae, protozoa and helminths are eukaryotes (Gr. eu-true or good+ karyon-nucleus). Microorganisms are present everywhere on earth, which includes humans, animals, plants and other living creatures, soil,water and atmosphere. Microorganisms are relevant to all of our lives in a multitude of ways. Sometimes, the influence of microorganisms on human life is beneficial, whereas at other times, it is detrimental. For example...
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...Public Relations Cases This collection of contemporary international public relations case studies is an invaluable resource for teachers, researchers and students working in public relations, corporate communications and public affairs, as well as offering practitioners an indepth understanding of the effective use of public relations in a range of organizational contexts. Including cases from the UK, Norway, Sweden, Spain, South Africa, Canada and the USA, with a focus on such global corporations as Shell, BBC America, Worldcom, PriceWaterhouseCoopers and Marks & Spencer, it offers important insights into the development of public relations and communications strategies. These include: • • • • • • • • Corporate identity change and management Global reputation management Crisis management in the oil, shipping and tourism industries Developing strategic alliances between voluntary and private sector organizations Public relations support for international branding and market entry The importance of internal communications during international mergers The integration of public relations and marketing communications Business-to-business communication The cases examined in this book demonstrate the breadth of contemporary public relations practice and the increasing importance of the public relations function in both public and private sector organizations worldwide. Danny Moss is Co-Director of the Centre for Corporate and Public Affairs at the Manchester Metropolitan University...
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