ABSTRACT
Today, the practice of public relations is often popularly regarded as primarily, and in some cases exclusively, a function of (self-) promotion and publicity. This view can obviously work to the detriment of the profession in terms of its perception and credibility as a form of authentic relationship building. I It can also create difficulties, since corporate public relations has become increasingly concerned, as evidenced by various communication practices, to develop and enhance relationships with its publics and stakeholders through a range of social responsibility activities: corporate governance programmes, community relations activities, philanthropic investments, and so on.
