Public Relation (PR)

It is a two-way communication process between the organization and its public. It helps by changing the mindsets of the people by communicating with them. Its main aim to establish two way flow of mutual understanding based on truth, knowledge and full information. Public Relation combines the psychological and logical methods but sometimes it requires standardized terms to express or to accept one, without doing any violence to truth. A good public relation helps in larger profits. Publics includes customers, stakeholders, local authorities, local communities, employees, media, suppliers, opinion makers, special interests groups, etc.

All most every form of printed and spoken world and of photography is used in public relation work following are routine public relation responsibilities issuing news releases to newspaper, radio station, trade generals and magazines. The public relation department may prepare a magazine for a distribution to listed customers and some corporation issues special magazines for their stockholders. Public relation directors of trade organizations tell them the history of organization or industry.
Some organization employee not only a public relation director with a staff under his supervision but also a public relation consultant to provide a outside point of view on question of policy.

Nature of Public Relation:

  1. Public Relation deals with the activities connected with improving and assessing the relationship of an organization or an individual with the public.
  2. Public Relation in today business represents an organized activity with due recognition of the ultimate authority of the public opinion.
  3. Public Relation department are the establishment of and maintenance of goodwill. The more an organization does to merit this goodwill the easier the task of public relation officer will be.
  4. Public Relation officer also maintained the relation internally which includes the organization employees.

Objectives:

  1. To carry out the range of communication tasks involving the analysis, synthesis of written material dealing with actual communication problems, using the basic principles and ideas.
  2. To utilize public Relation principles and techniques in a practical way that will help solve particular communication problems.
  3. To assist in practical application of the basic concepts and principles, through creative use of ordinary channels and media of communication.
  4. It serves a wide variety of institution in society, such as business, trade unions, government agencies, voluntary association, foundation, hospitals and educational and religious institutions.
  5. To achieve their goals, these institutions must develop, effective relationship with many different communities, stakeholders, other institution and with society at large.
  6. The public relation practitioner acts as a counceller to management as a mediator, helping to translate private aims in to reasonable publicity, acceptable policies and actions.

However, a good public relation professional needs following points:

  1. It is hard to listen, easy to talk.
  2. Hard to agree, easy to find faults.
  3. Hard to steadfast, easy to be stubborn.
  4. Hard to speak up, when keeping quiet is difficult but right.
  5. Public Relation professional should know all information about the organization.
  6. They should know the consequences or the result.
  7. They should know the proper procedure of maintain a good relation between the company and its public.