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Uses of Public Relations Public relations help our complex society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions It serves to bring private and public policies into harmony Public relations serve a wide variety of institutions in society such as businesses trade unions government agencies voluntary associations foundations hospitals schools colleges and religious institutions From the President to the school teacher public relations is used 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 The managements of institutions need to understand the attitudes and values of their publics in order to achieve organizational goals The goals themselves are shaped by external environment The public relations practitioner acts as a counselor to management and as a mediator helping translate private aims into reasonable publicly acceptable policy and action Public relations are used many ways anticipating analyzing and interpreting public opinion attitudes and issues that might impact for good or ill the operations and plans of the organization Counseling management at all levels in the organization with regard to policy decisions courses of action and communications taking into account their public ramifications and the organizations social or citizenship responsibilities Researching conducting and evaluating on a continuing basis programs of action and communication to achieve the informed public understanding necessary to success of an organizations aims These may include marketing financial fund raising employee community or government relations and other programs Planning and implementing the organizations efforts to influence or change public policy Setting objectives planning budgeting recruiting and training staff developing facilities-in short managing the resources needed to perform all of the above In helping to define and implement policy the public relations practitioner uses a variety of professional communications skills and plays an integrative role both within the organization and between the organization and the
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