ABSTRACT
Much of the public relations function involves serving as a mediator/translator between internal and external audiences and concerns. In fact, PRSA describes the function as one that “brings private and public policies into harmony.” The successful public relations manager must be able to understand both the internal and the external perspectives and to help each understand the other. The challenge faced by many in the profession is, “How can I earn a seat at the policy table, effectively offer the outside perspective, and not be asked to leave?”
