According to the Public Relations Institute of Southern Africa (PRISA), "Public relations is the management, through communication, of perceptions and strategic relationships between an organisation and its internal and external stakeholders."
As a PR agency, we focus on the perception the public has on the organisations we represent. What the public thinks of the organisation is monitored against how the organisation wants to be perceived. Based on these perceptions we create communication strategies to enhance perceptions that are inline with what the organisational goals are.
Perception influences the way people think and behave and behavior could have a direct impact on whether they support an organisation. Furthermore, organisations need to find a balance between their own needs and the needs of the various stakeholders they interact with.
View the video below for more on PR.