Public Relations

Table of Contents

Introduction1

Definition of Public Relations2

Applications of Public Relations3

Public Relations and Marketing Mix3

Face to Face Public Relations4

Public Relations Research5

Mediums for Public Relations Outreach6

Public Relations and Branding7

The Value of Public Relations in a Softening Economy8

Importance of Public Relations in Building Corporate Image10

Conclusion11

References13

Public Relations

Introduction

Organizations or groups formulate public relations, policies, and activities. These policies develop the interest of public in a particular person, product, idea, business establishment or institution. The art of public relations lies in the fact that the information or material presented to the public is in the most favourable light in order to get the attention of public and serve the specific interests of the organization. There are several public relations consultants who formulate an image of the organization that is advantageous for its clients and public through the use of advertising and news (Wienclaw, 2008).

The types of organizations included in this practice are usually business corporations, public or private institutions and cultural or traditional institutions. They try to create a favourable public opinion regarding their business activities and operations which will help them in enhancing their business processes and an image that will attract more and more people towards them. It may decrease the possibility of default by the business, at least in the eyes of public. This practice may also save them from controversies and issues because of the public inclination towards the business or organization (James, 2012).

There are several marketing researches techniques used for public relations. The commonest method of presenting material and information to the public is through the use of communication medium. The media provide communication mechanism to the organizations to present their material and information to the public (Toth, 2006). This paper discusses the benefits obtained by the organizations through public relations using the media. It discusses the use of public relations in different industries including politics. It critically analyzes the importance of public relations through media and its benefits to individuals and organizations.

Definition of Public Relations

Public relations involve the development of constructive relations for products and organizations with its key publics by using a variety of communications mediums, channels, methods and tools. Earlier, there was a concept that public relations professionals or consultants would work with the members of the news media to create a favourable image by publicizing and promoting the organization or product through material in print and electronic media. Today, the role of public relations has become much broader (Wienclaw, 2008). This broad concept involves:

Constructing awareness and a positive image for an organization or client within reports and articles found in appropriate media channels

Closely monitoring and observing various media channels for public opinions about an organization and its products

Managing events and crises that could threaten the image of the company or product in the eyes of public

Building goodwill among the target market of an organization through community, social, charitable and special events and programs

Public relations support the marketing activities of a company by creating a good image of its products and company name which is also called as ...