Introduction
• Public Relations (PR) is often confused with advertising. It is, however, a distinct branch of
communication and involves informing and educating the public about the activities or
philosophy of an organisation. Some companies have their own PR departments, while others
appoint consultants or agencies specializing in the job. The keyword is communicating the
company’s point of view to various target groups, in an effective manner so that a favourable
impression is formed. PR is, thus, a powerful management function and a serious business
activity. It does not mean merely building relations with different groups.
• The importance of PR is growing by the day. Both government departments and the private
sector have realized that advertising must be supplemented with an effective PR. This helps in
two aspects: first in keeping close to the customer to satisfy needs and anticipate changes in
customer demand, and second, to create a favourable impression among the people which
advertising may sometimes not do. Multinational companies have recently launched customer
clubs through which they keep in contact with their customers, take their advice and inform
them of new products or services. A happy customer will most likely make repeat purchases, so
an effective PR makes a good business sense too. It is a means to win customer loyalty.
• State governments also undertake PR activities to create a favourable impression in the minds
of the people. They have their PR departments, which are supposed to communicate the
achievements of the government, but much of it is a waste of money and amounts to nothing
more than giving gifts to people. Very few governments realize the importance of good PR: one
such example is that of the Chandrababu Naidu government in Andhra Pradesh, which has
backed its activities with a good communication campaign. From a career point of view, a
government job would be secure but real PR challenges exist in private sector.
Meaning:
• The word public refers to any group of people sharing a common interest. The people are a
group of community or nation. In other words, public is a group of similar individuals and
assortment of persons having same interests, problems, circumstances or goals. It is generally
from such sources that opinions emanate. Public are varied creatures. Public come from many
forms and sizes. They have a multitude of the wants and desires including their likes and dislikes
which are sometimes strong in dimensions.
Public Relations:
• In the context of what has been explained, it is quite obvious that there are human elements
involved in public relations. By integration of these two human elements, i.e. public and
relations, we get public relations. It is a profession forming a part and parcel of the management
functions.
• Building good relations with the company’s various publics by obtaining favorable publicity, building
up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and
events.
• Not only must the company relate constructively to customers, suppliers, and dealers, but it must
also relate to a large number of interested publics.
• A public is any group that has an actual or potential interest in or impact on a
company’s ability to achieve its objectives.
• Public relations (PR) involves a variety of programs designed to promote or protect a
company’s image or its individual products.
Institute of Public Relations – UK (IPR)
• “Public Relations practice is the planned and sustained effort to establish and maintain
goodwill and mutual understanding between an organization and its publics”.
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