The aim of nurturing public relations is to develop rapport with the public and by making them understand the organization and what its doing (Felea, 2004). Experts in public relation use all typology of communication with the public, as represented by personalities who are imbued with institutional and organizational identity (Felea, 2004). This process is deemed significant to avoid or wane down the opposition of employer and employees, in case of labor dispute, or probably to reduce panic in the market in the case of financial crisis.
In international relations, countries diplomatically develop public relations to ensure that social acceptability and to maintain social peace while engendering cooperation and collaboration on social policy or agenda (Felea, 2004). This is also true in market relations to ascertain efficiency on commercial firm’s services and to maintain connections with its clients while on business operation (Felea, 2004). Thus, in commerce, a company would use advertisements and other related propaganda to better its relations with the public, its “goods suppliers, services providers, labour suppliers, clients, competitors, public organisms (Felea, 2004, p. 1).”
Media is an instrument or tool for public relations. Companies relate with media to promote their products and to explicate its business operation and its campaign or probably to promote their activities relating to corporate social responsibility. With globalization taking the market’s core, modern commerce necessitates media in social networking, including the explication of its definitional struggle in the interface of science and policy for the market.
David (1999) for instance explicates the significant effort done my farming industry in explaining to the public cattle disease bovine spongiform encephalopathy (BSE) or mad cow. By doing so, the company is able