By nature, a human being does not live in isolation from other people; rather, the circumstances of life require communicating and cooperating with others, and during this communication and cooperation with others, a person either leaves a good impression on the rest of the people, or leaves a bad impression.
It is the function of management that measures and predicts the opinions, trends, and expected reaction of the establishment's audience and the external public, and it is what controls the communication process between the institution and its audiences in order to achieve mutual benefit for both of them and for society.
Informing the establishment's employees of all the efforts being made in production or service activity, and keeping them informed of the aspects of the activity it carries out.
Creating good ties and relations among employees with each other within each level and between the different levels in the establishment.
Creating good ties and relations between the body of employees in the establishment and senior management.
Addressing the problems facing employees in the establishment that affect their morale and practical efficiency, and finding appropriate solutions for them.
Informing external audiences of the establishment's objectives, policies, programmes, and activities.
Conveying the opinions and trends of the public to management.
Obtaining the public's support for and satisfaction with the organisation's activities, products, and services.
Advising and guiding management in making appropriate decisions and setting sound policies.
Public relations and media staff, official spokespeople, and corporate communications officers.
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