Public relations at its best relates the business enterprise to the different groups constituting the public. Identifiable groups with whitch the enterprise needs to communicate include shareholders , customers, employees, suppliers , and governmental agencies. There are four ways in mhitch public relations can aid in improving the relationship of the business to others in the society.
First, the public relations department or outside counsel can assist management in clearly difining the company’s broad economic and social objectives.Second, the public relations department can help translate these goals into programs. Third, this department can provide advice as to how the image of the socially responsible business enterprise may be effectively communicated to the group that has an interest in the firm’sactivities. Fourth, the public relationde partment should be sensitive to misunderstandings between the enterprise and its public.
Becouse of its influence on society,business can have an important role in dealing with the socioeconomic problems we face. The future is difficult forecast. However, a number of issues face our present society that require long-run solutions. Socially responsible business leaders can help in solving problems arising from discrimination in empoloyment and income , minority business ownership, poverty, environmental pollution, increasing urbanization, and AIDS. Business enterprises contribute to a wide range of philanthropic projects both in money an employees’ time.