Previous models for evaluating and managing public relations focus on media and direct target group effects. The relational aspect ("Relations") and the public aspect ("Public") are rarely considered. Michael Bürker develops an approach that incorporates the co-orientation to the perception of the opinion climate within reference groups and society, thereby capturing both dynamic and systemic effects. This is associated with a changed understanding of PR, which shifts from the distinction between self-image and external image to the near/far image differentiation as a strategic control variable.