This project contains important information about Public Relations (PR) applied and benefits for institutions when adopting it. On each one of the chapters, I am including an analysis of themes that involve different aspects of this field, such as the importance of applying PR on institutions, what PR are, and its importance on business, corporative image, functions, objectives, advantages, disadvantages. I am also including nine qualities of excellent leadership in PR, and the ten commandments of public relations management.GuayaquilSecretaria Bilingüe en Sistemas de Información