Public Relations: What it Really Is

Abstract

The nature of business today involves the recognition and assumption of more responsibilities than just the marketing and manufacturing of the goods and services they provide – maintaining public opinion through effective public relations is now an extremely important factor and more companies are recognizing this. This article details the key factors in regards to successful public relations, and in the selection of a public relations firm. It must be recognized that public relations is a social science that is used to achieve understanding and acceptance, to explain the policies and activities of an enterprise, and to project an image through effective communication. Assuming the first prerequisite of sound policies and good performance is satisfied by a company, when selecting a public relations firm, companies must weigh a multitude of critical qualities, and very few public relations firms possess them all.