Public relations is one component of a firm’s corporate affairs activities. The goal of public relations is to track public attitudes, identify issues that may elicit public concern, and
develop programs to create and maintain positive relationships between a firm and its
stakeholders. A firm uses public relations to communicate with its stakeholders for the
same reasons that it develops advertisements. Public relations can be used to promote
the firm, its people, its ideas, and its image and can even create an internal shared understanding among employees. Because various stakeholders’ attitudes toward the firm affect
their decisions relative to the firm, it is very important to maintain positive public
opinion