THE NEED FOR PUBLIC RELATION IN NATIONAL DEVELOPMENT

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PREFACE

The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.

INTRODUCTION

Public relation is the practice of managing the flow of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.

Public relations describes any form of communication which is aimed at bringing about goodwill and mutual understanding between an organisation and its public. As a planned communication, it concerns every organisation, whether commercial or non-commercial, government inclusive. This is because every organisation needs to create a favourable image for itself before its internal and external public for successful operation.

Public relations can also be defined simply as the practice of managing communication between an organization and its public. The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behavior.

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THE NEED FOR PUBLIC RELATION IN NATIONAL DEVELOPMENT

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