Public Relation is defined as the process through which the firms and individuals interact and communicate with the media and the outside world. The firm interacts with the audience with the topics of public interest. It isn’t a paid format as compared to the Advertisements. It provides a perfect exposure for the company and its primary business lies in maintain the goodwill and brand of the company.
Public Relation is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Public relation helps an organization and its publics adapt mutually to each other.
Public Relations is about reputation – the result of what you do, what you say and what others say about you.
Maintaining strong and good relations with the audience and media persons is of the utmost priority for the PR people and in order to do so, communication campaigns, events, press releases, media relations, press conferences are arranged by them. They design policies and decisions and counsel the management in order to achieve its objectives and goals. The other priorities which they look after are Crisis Management, Internal Communications and Brand Management. Success depends on the knowledge and skills and a better understanding of the client an’ their needs, possessed by the PR people.
The best example of Public Relation campaign is Incredible India, a campaign by the government of India, aimed to promote Tourism in India in 2002. As a result of the same, tourism in India grew at a tremendous rate an’ in March 2006, India emerged as the fastest-growing market in the Asia-Pacific in terms of international tourist spending.
Another best example of Public Relation campaign, which attracted a large scale attention, was the Ice Bucket Challenge to promote awareness of the disease amyotrophic lateral sclerosis. The campaign raised $115 million.
Functions of Public Relations:
The most important function of PR is to maintain a healthy relation with the Media. It is through media that a company gains its customers and in order to conduct a successful campaign and event, press conferences or press releases, media relations is needed. Coordinating with the media persons also allows PR people to make the public aware of the organization’s missions an’ policies. Never ever, it has been possible to gain fame without the involvement of media, so it holds much important to never lose close strings with them.
The exchange of information within an organization i.e. between the employees, organizational members and parts of the organization is known as Internal Communication. It is seen as an effective tool as the members of the organization shall have awareness about the policies, decisions and strategies only if the information flows without any barrier in the organization. If there isn’t a proper medium, it can lead to misunderstanding among the participants and cause crisis which would affect the brand of the company.
This is what defines Public relation. The first priority lies in creating brand awareness and its management and they do so by trying to develop a interest among the customers. When a new product hits the market, it is the job of the PR people to arrange campaigns and press releases intended to notify the goodness and availability of the same. A good product PR campaign is all about top-of-mind awareness, or brand awareness.