Final answer:
Public relations is a management function integral to steering and maintaining the public image of an organization or individual. It involves strategic communication, resource management, and continuous performance assessment to achieve desired public perception.
Step-by-step explanation:
Because it is a management function, public relations must set a direction, allocate and manage resources, and monitor progress. Public relations entails strategic communication that aids in shaping the public image of organizations, companies, or political candidates. Unlike journalism which aims to inform the public neutrally, public relations focuses on positive representation to foster a favorable image. In the practice of public relations, various methods such as issuing press releases, managing advertising campaigns, and sometimes engaging in activities that blur the lines with journalistic content.
Furthermore, public relations support the goals and functions of a government or organization, which include planning and directing social initiatives, meeting societal needs, and managing external relations. Effective public relations also involve regular discussions on performance and potential improvements, ultimately ensuring that the entity's mission and goals are advanced in the public eye.