According to Public Relations News, “public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”

It’s the job of the PR professional to be the voice of the company, to create good will, and to develop relationships with important publics such as consumers and journalists. At the same time, the practitioner is responsible for educating upper management to know what outsiders are thinking about a company’s reputation, brand, products and services.   More detail...