ABSTRACT
Public relations professionals used to be called upon mainly for the tasks—always important—as writing news releases, drafting speeches, producing videos, editing newsletters, organizing displays, and so on. These are roles of a communication technician, who is a specialist in public relations and marketing communication and typically performs these tasks at the direction of others. The profession increasingly demands competency in directing research, making decisions, planning projects and campaigns, and solving problems. This is the work of a communication manager. A tactical manager makes day-to-day decisions on many practical and specific issues. A strategic manager is concerned with management, trends, issues, policies, and corporate structure. Through contemporary eyes, public relations are seen as a central and essential aspect of organizational management. The tools of public relations can be used for good by organizations and advocates for social justice, education, minority rights, and environmental safety. The chapter also presents an overview of the key concepts discussed in this book.
