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We may not become fully conscious of this until we reach the displays of familiar communications products: cell phones, pocket organizers, laptops.
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From the 1960s onwards, Wally Olins, who has died aged 83, was Britain's most articulate and effective proselytiser for the new commercial religion of branding, and for the profession of branding consultant, something to be distinguished from the familiar "marketing communications" trades such as advertising, PR and even design.
Making scholarly content open to everyone, including people who aren't familiar with scholarly communications conventions is also risky.
Compared with those who completed the questionnaire, patients who refused to participate were older, had fewer years of education and were less familiar with new communications technology (mobile phone calls, mobile phone SMS, internet, email).
Be familiar with available communications.
Malaysian and U.S. investigators have said that anyone diverting the airplane would have had to be familiar with its navigational and communications systems.
It is a familiar pattern for a White House communications operation that often seems to be playing catch-up with their boss's latest venture into the world of political conspiracy theories.
Broadly speaking, telematics represents the convergence of four familiar technologies: the automobile, computing, wireless communications and the Global Positioning System.
Some companies have been asked to hand the government the encryption keys to all customer communications, according to people familiar with the government's requests.
Mr Symonds also counsels sprucing up one's LinkedIn page, if it exists, and becoming familiar with the target school's communications, by following it on Twitter.
So familiar is he with cutting-edge communications that he is likely to respond to this article from his Twitter account, as he has done many times before.
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CEO of Professional Science Editing for Scientists @ prosciediting.com