PR can raise public consciousness of an issue, educate and inform public opinion. It can also change the way an issue is already perceived, or manage popular responses to emerging debates.
For instance, with the new vaccine for young women, the company offering it may wish to steer the debate towards the importance of protecting our young people if we can, and head off fringe groups who may wish to 'hijack' the debate with an anti-immunisation or moralistic agenda.
Most importantly, public relations at its best can truly open channels of feedback that are vital to developing rapport and a co-operative spirit with their [clients] stakeholders and the wider community. Often PR specialists are the first in a given group to advise that research into people attitudes be undertaken, with a genuine interest in the results, so there is is a future where public opinion or any audience becomes vital to the organisation. More and more this is becoming a reality, so that according to such research, not only can messages be tailored, but action as well.
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