 The United Parcel Service (UPS) case in the previous unit illustrated the importance of

communication.

Public Relations is:


o A conduit.

o A facilitator.

o Conducting research.

o Defining problems.

o A strategic conversation.

o Creating meaning by fostering communication among many groups in society.

o A manager of communication.

 Public Relations is an ephemeral and wide-ranging field, often misperceived, and because of
the lack of message control inherent in public relations, it is difficult to master. The public relations
function is prevalent and growing; you can find public relations in virtually every industry,
government, and non-profit