Two organizational functions of public relations are communications management and media relations. These are two entities managed by the public relations specialist. An organization's reputation, profitability, and even survival may depend on the degree to which its targeted “audience” supports its goals and policies. Communication management and media relations, among others, help an organization and its audiences adapt to each other. However, public relations isn't just about “telling the organization's story.” Understanding the attitudes and concerns of consumers, employees and various other groups is also a vital part of the job. A company must establish and maintain cooperative relationships with representatives of the community, consumers, employees and public interest groups and with representatives of print and broadcast journalism to improve communication. Inform the public, interest groups, and shareholders of an organization's policies, activities, and policies. and the results are an important part of the communication function. The job also involves keeping management aware of public attitudes and the concerns of the many groups and organizations with which it must deal. Media specialists write press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper articles and magazine articles begin at the desk of public relations specialists. Sometimes, the topic is an organization and its policies toward employees or its role in the community.