The Corporate Image in Public Relations

by Richard Eells



The purpose of this article is to examine certain problems which the public relations function poses for management and to suggest approaches to their resolution. Basic to this discussion is a broad concept of public relations. From the viewpoint of the board and executive management, who must conduct the corporation's affairs as more than just a profitable business operation, a broad concept of public relationships is indispensable. The institutional character of the concern, its long-range goals, its essential role in the society that nourishes it, its contributions to many different groups which, in turn, contribute to its welfare, all these are compelling reasons for thoughtful inquiry into the public relations function of the twentieth century American corporation. Public relations means, the communication of the corporate image to key groups, both inside and outside the corporation, for two purposes. First, to relate the corporation to its social environment, and second, to serve the corporate objectives.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

Learn more
Follow Us