ABSTRACT
Public relations practitioners are experts in managing the relationship-building programs that promote understanding of an organization by its important constituents. Practitioners also counsel management to consider the consequences of organizational actions on its publics. In 2017, half of public relations executives predicted that PR would “become more aligned with marketing.” Public relations play an important organizational role in helping management understand the consequences of its actions and its responsibility to do the right thing. One factor preventing some public relations practitioners from entering the ranks of management is a lack of understanding of basic business principles, management strategies, and number crunching. Public relations help build strategic relationships with stakeholders to solve problems and take advantage of opportunities, whether the client is an individual, a small organization, or a large entity. Public relations can help organizations anticipate problems or see opportunities by identifying issues and trends.
