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The key points from this module are:

Public relations’ unique function is to help the organization develop and maintain relationships with all of its key publics and stakeholders by effectively communicating with these groups.

Public relations provides the greatest value to an organization when it is used strategically.

communication managers organize and integrate communication activities

communication technicians primarily write and construct messages.

Virtually all organizations are run by a senior leadership team that is responsible for setting strategy and carrying out the organization’s vision.

The communication function looks at all the stakeholders in the organization and uses a variety of tools and tactics to enhance relationships with these publics.

In order to build persuasive communication programs that advance the objectives of the organization, the communication team, especially those who lead it, must first understand these objectives.

Communication professionals who have a thorough understanding of business, government, community issues, and the specific organization they serve are simply more valuable contributors to the overall effort.