Akriti Patidar pre- preparatory note Admit card no.

- 207211

What is the role of Public Relations in practice?

Public relations is primarily concerned with building an image of the

client or company through unpaid means. It is the practice of man-
agement, release and transmission of information between an individ-
ual or company and the public. It is also called ‘earned media’ as it
necessarily deals with building an image of the particular company
organically rather than paying for marketing or advertising. Public rela-
tions is also known to bring out the company from a crisis situation by
maintaining a positive image of the company or individual in the eyes
of the public .

What is the role of Corporate Communications?

Corporate communication is related to management that is related to

corporate strategy. It is fundamentally related to controlling, planning
organising, leading. It effectively communicates the primary purpose
of the business. It also maintains the reputation of the organisation.
With effective communication in place, the internal problems of the
company can be solved easily.

What is the difference essentially between Corporate Communi-

cations and Public Relations?

Although both the departments need each other to function, there are
very differences between them. Corporate communications deal with
recruiting the advertising agency and it mainly deals with the written
communication and partially oral communication. To also deals with
disseminating the information regarding the present and future status
of the organisation.
Public relations on the other side only deals with the masses. It only
focuses on maintaining or creating a positive image of the organisa-
tion in the eyes of public. Another crucial role of a public relations offi-
cer is crisis management.
What activities does a P. R. executive do in the first year of work-
ing for a P. R. agency?

The role of a P.R executive involves building a good relationship with

the media houses and disseminate the information for image building
of the organisation or individual. Initially, gaining and understanding
the support of your clients important. Usage of all kinds of media to
manage the reputation is very important. One’s opinion and behaviour
is very important as a PR professional.

What are the specific skill sets required to fulfil the P. R. role
productively?

Excellent communication skills, both in terms of writing and oral are

very important for a PR professional. Planning and management skills
are also required to prioritise the work along with good interpersonal
proficiency. Creative prowess as well as excellent presentation skills
will ensure that you become a successful PR professional.