Public Relations

The most complex and difficult activity to manage is communication, because even knowing that organizations communicate to different segments of the public, it is necessary to manage communication globally. However, with social and cultural adaptations, the behaviour of groups within organizations is consolidated and communication, as it is directly linked to the individual and his relationships with others, becomes a specific system that plays a major role for the individual emergence, survival and evolution of organizations. This makes clear the need for integration and harmonization between all areas of the organization around the “mission”, “values”, “goals” and “objectives”, which should result in a description of the concept that the organization will aim to have with its public. In the search for a new communication it is essential to note that the progress of telecommunications, the use of ultra-sophisticated methods of storage and reproduction of knowledge, is not enough. It is necessary to rethink each sector, each modality, but analyzing and enhancing communication as a total process. In all, the dichotomy, theory and practice, is present. It is impossible to analyze, advance, control technologies and resources without taking into account their ethics, operability and benefit to all people in all professional sectors