Introduction
Public relations is a complex and hybrid field in mass communications. With the global aspect of most businesses nowadays, it has been an important aspect in terms of an organization’s public image, issue management, among others. The processes of public relations must be understood and effectively applied. In this orientation, this paper aims to discuss how a good understanding of public relations theory can help gain management recognition for the practice of public relations. In other words, this paper aims to illustrate how the principles and theories of public relations, if understood completely, can support the outstanding performance (or perceived ...