PR professionals do alot more than just fulfilling their traditional roles of getting a company’s message out to its audience. They must also be aware of the attitudes and concerns of consumers, employees, public interest groups and the community in order to provide and keep cooperative working relationships. The professionals who have completed their studies in communications and public relations (like I will have one day hopefully!!) may also be responsible for creating and running programs aimed to keep the lines of communication open between company and organization delegates and their audiences. Public Relations is based on this worldwide truth: people act based on their opinions or thoughts of information. By managing, controlling or influencing people’s opinions, PR professionals expect to begin a sequence of behaviors that will lead to the success of an organization’s goals. When opionions are successfully created, changed or reinforcedthrough persuasion then the PR professional’s main goal is accomplished.
Here are some websites that explain the important roles of Public Relations: