Role of public relations specialist, in many ways, is to communicate with general public in ways that serve interests of company. PR therefore consists of numerous specialty areas that convey information about company to public, including sponsor-ships, events, issues management and media relations. When executing these types of activities, PR Specialist must incorporate broader corporate messages to convey company's strategic positioning. This ensures PR activities ultimately convey messages that distinguish company vis-a-vis its competitors and overall marketplace, while also communicating company's value to target audiences.