The document outlines the key components of public relations (PR) work, which include counseling, research, media relations, publicity, employee relations, community relations, public affairs, government affairs, issues management, financial relations, industry relations, development/fundraising, multicultural relations, special events, and marketing communications. It then provides brief definitions for each component. The document also discusses why PR is important for organizations and outlines nine ways that PR can contribute to an organization's bottom line, such as providing early warnings, building morale, motivating employees, identifying opportunities, managing crises, and influencing public policy.