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Frequently companies have a very limited understanding of the role of Public Relations in the strategic management of business. Public Relations is frequently solely employed tactically in the implementation of marketing plans. The purpose of this case is to illustrate the more complex and strategic role of Public Relations; the management of Corporate Communications. Corporate communications is concerned with the management of relationships between a company and all its relevant publics. Corporate competitiveness will be achieved by those companies that are successful in formulating, implementing and communicating sound, global strategies. In the case of GPA it could be argued that the global flotation floundered largely as a consequence of a failure to manage relationships between the company and the investor community, industry analysts, the financial media and other key corporate shareholders.