Why is it important for public relations practitioners to know and use communication theory? - Communication assumes a fundamental role in viable publicity. It is very important to transfer between players in order for the two associations to be in complete agreement. The association doing public relations should specifically see what their other group needs to open up. When declaring that the organization is doing public relations for a particular association, they should ensure that they get the data accurately and, if not, they should get input on what they should change. This would help by configuring checks and transfers to and from allowing the pool sent to help as well as to be expected.