Public relations serves a wide variety of institutions
in society such as businesses, trade unions, government
agencies, voluntary associations, foundations, hospitals,
and educational and religious institutions.

To achieve their goals, these institutions must develop
effective relationships with many different audiences or
publics such as employees, members, customers, local
communities, shareholders, and other institutions, and
with society at large.

Often these institutions rely on public relations to
effectively communicate with their respective audiences.

As a management function, public relations encompasses
the following:

  • Anticipating, analyzing, and interpreting public
    opinion, attitudes and issues that might impact
    the operations of the organization.
  • Counseling management at all levels in the
    organization with regard to policy decisions.
  • Researching, conducting, and evaluating programs
    of action and communication to achieve informed
    public understanding necessary to the success of
    an organization's aims.
  • Planning and implementing the organization's
    efforts to influence or change public policy.