Organisational efforts to influence public opinion about the organisation itself and what it stands for is known as:

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Public relations is concerned with creating and maintaining a positive image of an organization in the eyes of the public. This includes efforts to influence public opinion about the organization itself and what it stands for, as well as managing communication and relationships with stakeholders. Advertising and marketing may be components of a public relations strategy, but they are not synonymous with it. Boundary spanning refers to activities that bridge different parts of an organization or connect the organization to external stakeholders.

Organisational Efforts to Influence Public Opinion About the Organisation Itself