various publics (that is, the groups of people whose support is needed): employees, stockholders, customers, suppliers, dealers, the community, and government. These professionals counsel management as to the impact of any action—or lack of action—on the behaviour of the target audiences. Once an organisational decision has been made, the public relations person has the task of communicating this information to the public using methods that foster understanding, consent, and desired behaviour. For example, a hospital merger, an industrial plant closing, or the introductions of a new product all require public relations planning and skill.Public relations also play an important role in the entertainment industry. The theatre, motion pictures, sports, restaurants, and individuals all use public relations services to increase their business or enhance their image. Other public relations clients are educational, social service, and charitable institutions, trade unions, religious groups, and professional societies.The successful public relations practitioner is a specialist in communication arts and persuasion. The work involves various functions including the following: 1. programming—that is, analysing problems and opportunities, defining goals, determining the public to be reached, and recommending and planning activities; 2. writing and editing materials such as press releases, speeches, stockholder reports, product information, and employee publications; 3. placing information in the most advantageous way; 4. organising special events such as press functions, award programs, exhibits, and displays; 5. setting up face-to-face communication, including the preparation and delivery of speeches; 6. providing research and evaluation using interviews, reference materials, and various survey techniques; and managing resources by planning, budgeting, and recruiting and training staff to attain these objectives. Specialised ski...
