PUBLIC RELATION

 MEANING
 OBJECTIVES OF PUBLIC RELATION
 ADVANTAGES OF PUBLIC RELATION
 DISADVANTAGES OF PUBLIC RELATION
 PROCESS OF PUBLIC RELATION
 TYPES OF PUBLIC
 FUNCTIONS OF PR
 INTRODUCTION
• “Public relation is a systematic act of building an image of an product/company among the
target group/stakeholders through a well designed promotion on a regular basis” .
• “Public relation is a strategic communication process that builds mutually beneficial
relationship between organisations and their public”.
•According to lee : “ public relation means the actual relationship of the company to the people
and that relationships involves more than talk . The company must act by performing good
deeds”.
 OBJECTIVES OF PUBLIC
RELATION
• Building Product Awareness. When introducing a new product or relaunching an existing product,
marketers can use a PR element that generates consumer attention and awareness through media
placements and special events.
• Creating Interest. Whether a PR placement is a short product article or is included with other products
in “round up” article, stories in the media can help entice a targeted audience to try the product. For
example, around the holiday season, a special holiday food may be promoted with PR through
promotional releases sent to the food media or through special events that sample the product.
• Providing Information. PR can be used to provide customers with more in depth information about
products and services. Through articles, collateral materials, newsletters and websites, PR delivers
information to customers that can help them gain understanding of the product.
• Stimulating Demand. A positive article in a newspaper, on a TV news show or mentioned on the
Internet, often results in a discernible increase in product sales.
• Reinforcing the Brand. In many companies the public relations function is also involved with brand
reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a
strong image. Today it is ever more important for companies and brands to build a good image. A
strong image helps the company build its business and it can help the company in times of crises as
well.
 ADVANTAGES OF PUBLIC
RELATION
1 Cost-effective
When compared to advertising etc. PR can be an economical way to reach a large audience. It is much
cheaper than advertising, and can reach just as many people in a much more credible way
2 Educational value
A great (and very important) benefit from PR is that you can educate the public. It is a fantastic way to share
informative content with the public that can help them in everyday life.
3 Positive brand image
After PR creates awareness, the PR team can start working on shaping a positive brand image in the
markets where it matters the most. Many advantages of PR speak about image creation and maintaining a
healthy brand reputation.
4 Enhanced media relations
The benefits of public relations in marketing is that it
builds connections and relationships with media agents.