This unit looks at public relations from a marketing manager's perspective.  Every organisation has a public image, whether design or accident forms it. It is far better for an organisation to be proactive and use a variety of public relations techniques to develop a favourable  image to all relevant stake holders.  This unit focuses on identifying these special audiences, their needs, and the relevant communication strategies available for effective communication.  Through interactive seminars and practical exercises, students can extend the role of public relations from a simple promotional tool, to a comprehensive business strategy.