The Public Relations are considered as a main function of the management, with a continuous and systematic activity, the organisations trying to get with their help the sympathy and the support of the present and future public. Their purpose is mainly to establish and maintain the understanding between an organisation and its public, represented by all those groups of people whom this is in touch or wants to be in touch with. The specialists organized in Public Relation structures of a commercial firm develop both internal and external activity. Internal Public Relations are used as a tool of communication with the inside public, represented by those who share the same institutional and organizational identity. This type of relations are necessary for avoiding or diminishing the opposition between the firm/employer who considers having done his duty by paying equitably the staff and the employees who don’t know the difficulties the firm passes through. Internal Public Relations are very important because both the social peace and the employees’ individual efficiency depend on them. External Public Relations of a commercial firm aim at the connections the firm has with the environment it operates on. Each constituent part of this environment becomes a distinctive category of public the firm has to apply to. Thus the external public of a commercial firm is composed of: goods suppliers, services providers, labour suppliers, clients, competitors, public organisms.
