In a narrow sense, it is a systematic activity of the company aimed at changing the beliefs, attitudes, opinions and behavior of different groups of people (target audience) about the company, its products, services and specific problems, ideas and actions. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.
- Grunig, James E; Hunt, Todd (1984), Managing Public Relations (6th ed.), Orlando, FL: Harcourt Brace Jovanovich
- Morris, Trevor; Goldsworthy, Simon (2008), "What is Public Relations?", Public Relations for Asia, London: Palgrave Macmillan UK, pp. 3–5, doi:10.1057/9780230583450_1, ISBN 978-1-349-36190-8, retrieved 2022-04-11