You'll communicate key messages, often using third-party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between companies and its public. This may be between Companies (business-to-business, or B2B) or individuals, and the general public.

As a PR officer or PR account executive, you'll monitor publicity and conduct research to find out the concerns and expectations of your client companies stakeholders. You'll then report and explain the findings to its management.