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Public relations is a vital tool of adjustment, interpretation, and integration between individuals, groups and society. Public understanding and support is basic to existence in our competitive system. To know how to get along with the public is important for everyone. There is a widespread belief in the management world that in today’s society the future of any company critically depends on how it is viewed by the stakeholders such as shareholders and investors, customers and consumers, employees and members of the community in which the company operates. Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the organisation is dependent.
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