ABSTRACT
You are always working for someone. That someone—a “client”—has expectations of you and you of them. Mindreading is not a possibility, and even if it were, it might scarcely make sense to another person. Therefore, good communication with your clients is essential. When public relations professionals are employed by a nonagency company, their “clients” are people in other operational units for or with which PR work is being done. When public relations professionals are employed by an agency, consultancy, or vendor, or if PR professionals are freelancers, their clients are the organizations for which they are contractually obligated to complete certain work. When public relations professionals are employed by companies, nonprofits, nongovernmental organizations, or other institutions, their clients are not only the other operating units within their organizations, but also their organizations’ constituents, which include donors, benefactors, employees, members, volunteers, community leaders, and others. In every case, clients need and want to know what is going on and why. Also, in every case, public relations professionals are serving in the best interests of others, which has major moral, ethical, and legal responsibilities.
