This chapter explores the aspects of public relations practice that apply to corporations. Effective public relations must begin with the chief executive officer. The CEO who values communication has a trickle-down effect, enabling employees to make better decisions, which in turns helps to attract the best employees who apply their skills and talents in a competitive environment.

Effective corporate public relations has a positive impact on the bottom line. Customers want to do business with companies that have good reputations.

Global public relations, diversity, technological change, and crisis management are major issues facing corporate public relations practitioners. How they prepare to deal with these issues may well be the margin of success or failure in the next decade.

To learn more about corporate public relations watch the interview with Kathy Jeavons, Clip #10, on the student CD-ROM.