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The Perception
Many people perceive public relations as something less than respectable. They believe it is an assembly of clever strategies that convince the public that what is wrong is actually right. In fact, rather than being seen as conveyers of the truth, some label public relations professionals as manipulators of the public mind.
This belief is erroneous. Public relations is the art and science of managing the communication between an organisation and its key target market whereby it continuously builds, administers and sustains a positive image for the company in question.
Furthermore, effective public relations provides an organisation with new opportunities; assists in protecting it when under attack; aids in overcoming executive isolation; and helps manage change.
