In the context of globalization, the opinions of consumers and the public have changed their perspectives. From the original relationships involved in a more complex relationship. Public Relations is increasingly involved under this pressure. It includes crisis management, customer relationship management and start-up management. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay According to the Journal, there are multiple responsibilities for public relations. Each of them will benefit the company from continued development under the storm of globalization. For crisis management, since crisis arises from a poorly managed issue, so both issue and crisis management are important. It is used to prevent the occurrence of an event and to decrease the affection towards the company all round. Public relations can help identify threat and opportunity, strength and weakness. Not only to solve the problem from the initial stage, but also to consolidate the potential relationship with the customer. For customer relationship management, customer relationship management is considered an increasingly important factor in a business nowadays. As it can not only build customer loyalty, but competitors in the business world are also doing the same as us. Customer relationship management mainly focuses on the customer himself and ensures his satisfaction within the purchasing process and also in after-sales services. For reputation management, it refers to the core of the company along with the core value and mission statement. It gives the employee and customers a framework for everything the company plans to do. The reputation of every company is its hallmark. Creating a clear mission statement and brand image can benefit not only your day-to-day business, but also attract potential customers and boost employee morale. There are four dimensions of public relations. Managerial, operational, reflective and educational. The managerial function means that when working in public relations certain managerial skills are also required. For example, since all levels of the company (front line, middle and top management) need public relations skills. This resulted in the need for managerial skills to carry out public relations activities. For example, frontline staff can actively help customers build long-term sustainable relationships and build loyalty, while top management can set up programs or plans that research consumer preferences and build the relationship. The operational dimension means the daily summary of the company's functioning necessary for the existence of public relations. Since the inflow of shares, pricing and selling include the ability to sustain the relationship with third parties. It is necessary for operational uses. For the reflective dimension, it refers to the fact that the company has the ability to review how well it operates and adapt to society's expectations and fulfill public responsibility. Regarding the educational dimension, it is meant that, as a company, both upper, middle and lower level employees can learn throughout the duration of the campaign. Therefore, to also push customers to learn about the new program that the company is promoting. Not only does it increase consistency across all employees, but it's also easier to promote and let customers know about the new campaign when employees become familiar.