Introduction

Economic developments of the last several decades have changed economic and social structures, leading to new business opportunities but also to social dangers and concerns. Companies and organizations are increasingly expected by their stakeholders to find strategies and ways to play a more active role in addressing social issues, and to take responsibility for their actions.
It is the task of public relations practitioners to balance these societal demands and stakeholders’ expectations with the goals of their company and to communicate in an effective manner by developing socially responsible strategies.
This is summarized in the following statement by Baskin and Aronoff:

"Public relations is a management function that helps achieve organizational objectives, define philosophy and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to create consistency between organizational......

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Title: Functions Of Public Relations
Approximate Word Count: 1379
Approximate Pages: 6 (250 words per double-spaced page)

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