Public relations serves a wide variety of institutions
in society such as businesses, trade unions, government
associations, foundations, hospitals,
and educational and religious
To achieve their goals, these institutions must develop
effective relationships with many different audiences or
such as employees, members, customers, local
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
- 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.