Public relation (PR) is an activity that uses communication to increase understanding between an organization/individual and one or more groups called publics. The term is also applied to the profession responsible for handling such activities. For example: corporations, educational institutions, entertainers, government agencies, labor unions, politicians, and religious groups are among those who use public relations. Their publics vary from employees and stockholders to entire communities and members of the media. Many organizations use public relations to gain the understanding of both their internal public (employees) and external public (customers) (World book Encyclopedia, 2003).

Communication strategies range from simple news releases and fact sheets to sophisticated public relations campaigns featuring films, advertisements, speeches, and television appearances. Such communication is aimed at gaining the good will of the community. The basis of any effective public relations campaign is public benefit. If an organization does not serve the needs of its publics, they will not support it. Public

relations experts help organizations and individuals learn what their publics want and establish communication policies that reflect concern for those publics' interests (World book Encyclopedia, 2003).

I believe that without PR we would be a dead society. We would not have the freedom of speech and choice; however, with PR the way it is today we have both. Even though PR has been around for as long as time (word of mouth), it is with the new innovative technological advances that we have been able to communicate with our new friends across the way and not just with neighbors across the street. We have been able to express our beliefs and opinions and convey a sense of identity and with this knowledge we have enrich our economy in order to satisfy our identity.

Public relation uses many research methods to obtain information. Researchers gather information on the many problems and opportunities facing a company, its industry, and the business community. They may also gauge public opinion to provide political candidates with issues to discuss during a campaign. Researchers also test PR campaign effectiveness and keep up with public relations techniques being developed by other companies or firms (World book Encyclopedia, 2003).

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