ABSTRACT
This chapter discusses the skills, which are public relations skills, by first replacing the idea of a single," with the understanding of a diverse world of multiple "publics" that are located throughout the globe and linked together by the power and speed of the Internet. It explains the basic types of public relations that are generally practiced. The chapter describes the characteristics and roles of the major types of public relations that are necessary for organizations to carry out precise relations with a specific stakeholder. Those stakeholders are "media relations," "influencer relations," "investor relations," "government relations," "employee relations," and "community relations." An understanding of the concept of "public" is vital when practicing public relations, which uses communications as a means of relationship management. As a result, an organization's media relations manager must be very knowledgeable about the organization they represent, about the surrounding environment in which the organization must operate, about the media, and about stakeholders.
