An organisation's reputation, profitability, and even its continued existence can depend on the degree to which its targeted "publics" support its goals and policies. Public relations specialists serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organisations, and build and maintain positive relationships with the public. As managers recognise the growing importance of good public relations to the success of their organisations, they increasingly rely on public relations specialists for advice on the strategy and policy of such programs.

Public relations specialists handle organisational functions such as media, community, consumer, and governmental relations; political campaigns; interest-group representation; conflict mediation; or employee and investor relations. However, public relations is not only "telling the organisation's story.” Understanding the attitudes and concerns of consumers, employees, and various other groups also is a vital part of the job. To improve communications, public relations specialists establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups and with representatives from print and broadcast journalism.

Informing the general public, interest groups, and stockholders of an organisation's policies, activities, and accomplishments is an important part of a public relations specialist's job. The work also involves keeping management aware of public attitudes and concerns of the many groups and organisations 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. Sometimes the subject is an organisation and its policies towards its employees or its role in the community. Often the subject is a public issue, such as health, energy, or the environment.

Public relations specialists also arrange and conduct programs to keep up contact between organisation representatives and the public. For example, they set up speaking engagements and often prepare speeches for company officials. These specialists represent employers at community projects; make film, slide, or other visual presentations at meetings and school assemblies; and plan conventions. In addition, they are responsible for preparing annual reports and writing proposals for various projects.

In government, public relations specialists—who may be called press secretaries, information officers, public affairs specialists, or communications specialists—keep the public informed about the activities of government agencies and officials. For example, a press secretary for a member of parliament keeps constituents aware of the representative's accomplishments.

In large organisations, the key public relations executive, who often is a vice president, may develop overall plans and policies with other executives. In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.

People who handle publicity for an individual or who direct public relations for a small organisation may deal with all aspects of the job. They contact people, plan and research, and prepare material for distribution. They also may handle advertising or sales promotion work to support marketing.

With the increase in the pace of business cycles, the rapid changes in the local and international economies, companies are evaluating the way they do business to rise above the clutter and differentiate their products and services. Let’s face it.  It’s not easy to get your product or service noticed in today’s world.  Customers are more sophisticated and technology has given rise to opportunities and clutter.  Gone are the days when a simple television ad guaranteed success.  The advent of new technology – Internet, PDAs, mobile phones etc - as information sources coupled with the mushrooming of international media networks and the increase in the number of local newspapers and television news channels has given rise to an overload of information. Finding the right mix of integrated strategies and the means of credibly communicating your messages can be tricky.

 To rise above the clutter, you need  a communications partner with a sound knowledge of all the options; the savvy to make your message meaningful to those who can impact your business; and the focus to creatively take you from concept to results all within your budget.