Public relations is management function that creates, develops, and carries out policies-and programs to influence public opinion or public reaction about an idea, a product, or an organization. The field of public relations has become an important part of the economic, social and political pattern of life in many nations. That field includes advertising, promotional activities, and press contact. Public relations also exists at the same time in business with marketing and merchandising to create the climate in which all selling functions occur.
Public relations activities in the modern world help institutions to cope successfully with many problems, to build prestige for an individual or a group, to promote products, and to win elections. The majority of public relations workers are staff employees working within a corporate or institutional framework. Others operate in public relations counseling firms.
In industry, public relations personnel keep management informed of changes in the opinions of various publics (that is, the groups of people whose support is needed): employees, stockholders, customers, suppliers, dealers, the community, and government. These professionals counsel management as to the impact of any action or lack of action on the behavior of the target audiences. Once an organizational decision has been made, the public relations person has the task of communicating this information to the public using methods that promote understanding "consent" and desired behavior. For example, a hospital merger, an industrial plant closing, or the introduction of a new product all require public relations planning and skill.
Public relations activities are a major part of the political process in many nations. Politicians seeking office, government agencies seeking acceptance and cooperation, officials seeking support for their policies, and foreign governments seeking aid and allies abroad all make extensive use of counseling services provided by public relations specialists.
Public relations also plays an important role in the entertainment industry. The theaters, motion pictures, sports, restaurants and individuals all use public relations services to increase their business or add to their image. Other public relations clients are educational, social service, and charitable institutions, trade union, religious groups, and professional societies.
The successful public relations practitioner is a specialist in communication arts and persuasion. Specialized skills are required to handle public opinion research, media relations, direct mail activities, institutional advertising, publications, film and video production, and special events. Public relations services are so far virtually unused in many developing nations, but they are likely to be a future government concern. In which of the following paragraphs can we draw a conclusion that public relations services are only popular in advanced countries