The Public Relations Environment
Public Relations (PR) is a concept which explores various ways of promoting an effective relationship between different functional groups of people within communities or societies. It involves communicating the intentions of a particular entity to other groups or institutions that have an interest in the activities of the entity who is communicating his views or opinion. The relationship-building could be between an organization and its employees or the organization and the public whose makeup could be as diverse as one could imagine.
A PR consultant’s service is required as an adviser or mediator between the organization and the external public whose needs shape the goals of the organization. PR involves understanding the values and attitudes of the public to help management frames adequate policies which are in line with acceptable public perception. Although PR is unique to each organization, the principles employed in each organization may be fundamentally similar.
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