This refers to a company or organisation identity and positioning rather than to their brands or products public relations, which is strictly about selling. That horrible word "stakeholders" figures largely as a new description of target audiences - mainly internal employees and those external target groups immediately influenced by the actions or activities of the corporation or the members of a trade or industry representative body. How does the company's or the industry's actions affect the outside world as well as how does it affect the employees and their relationships with the company ? For example , a strictly internal public relations programme may be necessary to install or commission new working practices. This will also have an impact on customers and suppliers to the company and must be presented to them in a beneficial way. Reversing the imperium, environmental regulations and government regulations may impose a new regime for say, waste disposal, waste reuse, carbon foot printing or new health and safety measures and a Corporate Social Responsibility programme becomes absolutely necessary to capitalise on the investment and expense of conforming to these regulations thus gaining some reputation benefit both internally and externally. "CSR" , corporate social responsibility is becoming more and more important for all companies and industries to take seriously and will cover all target audiences from employees, local MPs and councils, regional development boards, local government and even central government itself. You will also require lobbying, because there is no reason why conditions should be imposed on companies and industries - they have an interest in maintaining their own viability and they will have an opinion . This must be presented in the right and most powerful way to Parliament and regulators and, as necessary , communicated to the public via the media.