The public relations practitioner's work consists of the following:

Consulting
When an organization's internal or external relationships are affected, public relations practitioners must be able to advise directorates and management on a broad spectrum of concerns.

Community involvement
A practical and effective way an organization can demonstrate its good citizenship on suburban, governmental and national level, is to support it financially and get involved in the activities of the community.

Employee communication
A climate of trust and understanding between workers and management is of utmost importance in good public relations of any organization. The public relations practitioners can initiate internal newsletters to contribute to policy reviewing matters such as personnel administration, recruiting, training, etc.

Industry affairs
Public relations advisers can help to improve an organization's interests by taking part in the activities of the industry to which they belong.

Media liaison
Most organizations have information in which the written media, radio or television would be interested.

Corporate advertising
An organization can use advertisements to tell the public what their attitude is towards important affairs.

Videos
Many organizations produce videos about themselves and their activities.

Speeches
By providing speakers for influential groups, an organization can often accomplish direct and continued contacts with key-persons in the community.

Organizing of special events
This includes functions like displays, exhibitions, seminars, lecture tours, conventions and promotions such as sponsored golf tournaments.

Crisis communication
Any organization can be struck by disasters such as fire, explosions, industrial strikes or plane crashes. This can make or break an organization's reputation, image and continued survival. Crisis communication is therefore critically important.