Two reasons for the growing importance of Public Relations to business enterprises are :
(i) Recognition of Social Respon. sibility : Public relations has grown its importance as business enterprises recognise that they have a socia] responsibility to serve the public. Public services of business enterprises include financial contribution for social welfare, health and youth organisations, sponsorship of cultural education, etc.
(ii) New Ethical Standards : Higher moral standards and ethical conduct in business have contributed to the development of public relations. Management must speak truthfully, act fairly and deal honourably with the public in order to enjoy good public relations.