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Public Relations Public relations is paramount in establishing and maintaining a good image and reputation. It is also a vital process in maintaining goodwill between a firm and their constituent groups. Public relations isn't just a way of telling the organization's story but also understanding the attitudes and concerns of consumers, employees, and various other groups. To improve communications, public relations specialists establish and maintain cooperative relationships with representatives of community, consumer, employee, and public …

…the many groups and organizations with which they must deal. Public relations specialists prepare press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. This can create public interest or "buzz" about a product or service which can lead to future advertising being far more effective to an already receptive audience.