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Introduction An organizations reputation profitability and even its continued existence can depend on the degree to which its targeted publics support its goals and policies Public relations specialists serve as advocates for businesses nonprofit associations universities hospitals and other organizations and build and maintain positive relationships with the public Businesses recognize the growing importance of good public relations to the success of their organizations they increasingly rely on public relations specialists for advice on the strategy and policy of such programs As noted on wwwe-topicscom Todays expanding companies are seeking a blend of strategic and tactical support for their public relations efforts but are also requiring innovative cost-efficient programs said Neil Myers president of Connect Public Relations We are proud to be working with six pioneering leaders within the tech industry who recognize the value in developing a strong corporate communications program Public relations specialists handle organizational functions such as media community consumer and governmental relations political campaigns interest-group representation conflict mediation or employee and investor relations However public relations are not only telling the organizations story but also understanding the attitudes and concerns of consumers employees and various other groups To improve communications public relations specialists establish and maintain cooperative relationships with representatives of community consumer employee and public interest groups and with representatives from print and broadcast journalism In non-high-tech organizations a public relations relationship is often subordinated to advertising marketing legal or human resources However public relations must be the interpreter of the organization - its philosophy policy and programs These emanate from top management Therefore public relations must report to those who run the organization Additionally a key attribute in public relations is informing the general public interest groups and stockholders of an organizations policies activities and accomplishments This also involves keeping management aware of public attitudes and concerns of the many groups and organizations with which they must deal Public relations specialists prepare press releases and
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