<P> Building and managing relationships with those who influence an organization or individual's audiences has a central role in doing public relations . After a public relations practitioner has been working in the field, they accumulate a list of relationships that become an asset, especially for those in media relations . </P> <P> Within each discipline, typical activities include publicity events, speaking opportunities, press releases, newsletters, blogs, social media, press kits, and outbound communication to members of the press . Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will be used as regular program content . </P> <P> A fundamental technique used in public relations is to identify the target audience and to tailor messages to be relevant to each audience . Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages . These messages however should be relevant to each other, thus creating a consistency to the overall message and theme . Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics, and insufficient support from funding sources . </P> <P> On the other hand, stakeholder theory identifies people who have a stake in a given institution or issue . All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences . For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money . Public relations experts possess deep skills in media relations, market positioning, and branding . They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them . </P>

Where does the field of public relations fall short of official profession status