The public affairs function of business and nonprofit organizations has increased in importance at the start of the new century. Whether it be corporations listed on the New York Stock Exchange or the American Red Cross, their employees, volunteers, and communities are demanding government intervention and leadership. Businesses and nonprofits seek to reach global markets and supporters, requiring increased knowledge of how to build relationships with different governmental laws, customs, and regulations.

From the government's perspective, public relations has become as critical to governmental organizations as it is to other institutions. Governmental activities depend on public opinion that is informed and involved in public policy. Citizens have still to understand the strategic role of governmental public affairs and information. Governmental public relations specialists can help to build support for its role by establishing their own professional practices and standards.

To learn more about public affairs watch the interviews with Ann Forristall and John Paluszek of Ketchum public relations, on Clips #11 and 13, on the book's CD-ROM.