How is public relations used as a persuasive tool in communications?

Public relations, "Is a persuasive communication tool that people can use to motivate other people and institutions to help them achieve their goals" (Vivian 269). Public Relations(PR) is used by many businesses and famous people to set up relationships with other groups. There is external PR that helps organizations to engage with groups and people outside of what they do. For instance; customers, dealers, suppliers, community leaders, and policy makers. Internal PR cover communication for optimal relations amongst employees. When institutions are making a policy, the PR must consider the effects it will have. Will the public like it? Will the employees like it? Who does it effect the most? That is some of the things a PR must ask themselves. PR is a persuasive tool because they are used to help promote things to the public, but also to control the damage. PRs can influence public policy, but they can also help correct the problem instead of covering it up. When a PR steps in they must create a open and candid relationship that doesn't hold an opinion or have an attitude. Both could be negatively seen by the viewers. PR is a persuasive tool because they create relationships between not only businesses and employers, but the government and the public too. What they do/say can effect everyone so they have to tread carefully and make sure they keep everything peaceful.