This chapter aims to do four things:
- describe public relations as a strategic management activity taking the business strategy and systems perspectives as a basis for discussion;
- explain the roles of public relations practitioners;
- indicate the influences that determine the structure and priorities of public relations within organisations;
- describe the working linkages between public relations and other professional areas of organisations.
Impact of Change
The world of public relations has changed radically in the last few years. The challenges faced by society, such as globalisation and environmental concerns are posing serious challenges to organisations. Added to ...