What Exactly is Public Relations?
Public relations are a mechanism to establish a favorable relationship between a brand (its products/services) and its target audience with the help of a variety of communication channels (like broadcast and press) and tools. This definition though describes public relations but it did not cover the whole ambit of public relations. Today, with the advancement of technology even the scope and role of public relations is expanding. It is now no more confined to communicating a brand message to the public, but has emerged as an effective tool for carving a favorable image for a company with the help of stories and article coverage published or broadcasted in relevant media outlet. Apart from building brand or product/service awareness, it is now used as a tool to manage crises and rumors that threatens the public image of the company by effectively monitoring numerous media channels. By organizing events and programs public relations will build goodwill for the brand/products/services that helps the company in carving its niche in the market.
To substantiate this point, let's take the case of a firm manufacturing beauty products. Through beauty PR, the company is able to get the relevant exposure and it easily reaches to the target audiences. But if certain rumors are spread about its products, it's the beauty PR that will help it to give the true picture about its products as its product review would be published or broadcasted on channels that the people believe most. This is the strength of the public relations that is why even companies involved in big time advertisements go for it. Public relations not only carve favorable impression on the target audiences but also on stakeholders and internal employees. This results in increased productivity as well as better business growth. The non-target audience can feel the impact of the public relations as well who may later become the client of that very company owing to the favorable impression carved on them. In this way public relations campaigns also helps in converting potential customers into regular customers for the company.
Public relations are not only the best tool in terms of getting favorable
footage in the market but it is cost effective as well. Unlike advertisement
you don't need to burn a hole in your pocket to indulge in public relations
activities. But to get the best result it is always advisable to go for
good public relations firms that specialize in this field. This will make
your public relations campaign successful and help you to achieve your