Public Relations (PR)

Must be explicitly distinguished from the term Public Affairs. Public Relations (PR) denotes, within the strategy of a company e.g., the shaping of the relations to the media and the cultivation of one's image in the public. Thus PR is limited to only a small number of interest groups (media and the public) while Public Affairs covers the whole range of sociopolitical interest groups.
Furthermore PR is reduced to operative activities which often take place within a company's  communication policy and which show a strong affinity to Marketing. In opposition to this Public Affairs denotes a higher management agenda of a company which comprises strategic aspects.

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