Public Relations is concerned with or dedicated to creating mutual understanding among groups and institutions.”. Corporate identity materials also work as PR tools. Exhibitions are another device that serves as an effective tool for PR. Public relations personnel execute the program through such vehicles as news releases, media advisories, newsletters, Internet and Web postings, special events, speeches, and community relations programs. Moreover, as the media overlap in readership and viewership, it does not give information on the net audience reached. The main and elementary purpose of Public Relations is to establish a two-way understanding between an organization and its public based on truth, pure knowledge, and complete information. Public relations (PR) is the art of managing how information about an individual or company is disseminated to the public. Public relations departments may perform any or all of the following functions: Public relations are used for promoting products, people, places, ideas, activities, organizations, and even nations. At the same time, Public Service Advertising contains the purpose of public welfare and educating the people about various government policies so that they can avail maximum benefit out of it. Paradoxically, there is a little description of the measurement and evaluation of campaign effectiveness in Bernays’ books and papers. They will set objectives, define audiences, and decide what strategies will be used on a specific timeline. ), Electronic and New Media (audio-visual ads on TV, Radio, internet, mobile, etc. The promotion of any attached product or sponsors through these events becomes very much convenient and convincing. Thus, publicity through Press or Print Media is an effective tool with the highest impact. The house journals, annual reports, brochures, catalogs, booklets, leaflets, annual reports, direct mail, etc. The second philosophy sees the Public Relations representative as a hired conduit for a point of view that he/she may not personally believe, and that is the toughest part. And the impact of the news media like the internet, teleconferencing, mobile communication, social media, etc. Media people should be considered as a market in which the PR professionals should try to satisfy. These may include feedback from the public, media reporting and editorial comment, analysis of trend data, other forms of research, personal experience, and government pressures andregulations. The major public relations decisions are setting objectives, choosing messages and vehicles, implementing the plan, and evaluating public relations results. It includes publicity as well as many other activities. Common terms in most public relations definitions are deliberate, planned, performance, public interest, two-way communication, and strategic management function. The photographs are also a vital source to attract attention and provide proof of the facts or events. They do not indicate the number of people reached through the message. are the powerful forms of Traditional Media that provide information, education, and entertainment to the rural, uneducated folks. Bernays argued that society would move towards chaos unless Public Relations practitioners “manipulate” (in a good way) the Public Opinion into logical and organized patterns. Also, in these times of aggressive marketing and promotional strategies, promotional literature, and material referred to as P.O.P., i.e., point of purchase, is a vital tool as it influences the consumers’ decision regarding the purchase of any product. In fact, in 2012, the Public Relations Society of America accepted a few thousand submissions before finally agreeing on a definition: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” These advertisements are also used to improve and maintain a good image of the Government and generate Favourable Public Opinion. Advertising is the paid presentation and promotion of ideas, goods, and services. have also become prominent nowadays. Audio­visual materials, such as films, slide-and-sound programs, video, and audio cassettes, are increasingly used as PR tools. are the different mediums of mass media, which plays an important role in disseminating information among the target groups to achieve the desired goals. ), Outdoor Media (hoardings, gantries, kiosk poles, display ads on mobile vans, visual ads on the railway station, airports, restaurants, and other public spots). Public relations is well established in the United States and throughout the world.

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