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PUBLIC RELATION


                       PUBLIC RELATION 

       Today all types of business organisation operates in an environment which poses many new and challenging facts of problem to marketing management. Globalization, liberalization and economic reforms have made it imperative that all managers should relate constructively their marketing strategy and efforts not only to customers, suppliers and dealers but also relate to a large number of interested public, if they want to get success in their business. In other hands, the growing mutual dependence of business and society have created the concept and need for a new philosophy, which is known as public relations. Kotler opines that ‘public relations has often been treated as minor element in the promotion-mix, but the wise company takes concrete steps to manage successful relations with its key publics.’ A public is any group that has an actual or potential interest on company’s ability to achieve its objectives. In fact, the success or failure of a business depends on its favourable relations with its public to a large extent. For this, many large firms design advertisement primarily to…a favourable image of the company as a good firms. This institutions or public relations advertising is known as public relations.

Meaning and Definition of Public Relations

           In simple words, public relations is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation and its ‘publics’. It is a social philosophy of management expressed in policies and practice, which through sensitive interpretation of events based up on two way communication with its publics, strives to secure mutual understanding and goodwill. In the context of marketing, public relations may be defined as deliberate and planned effort to establish and enhance a positive image of an organisation and its products among its various publics.
Some feel it as advertising while others opine that it is press agency. Some others define it into form of ‘publicly’ while others say it ‘lobbying’. Moore and Kalvpa opine in this context, that advertising, lobbying, press agency and publicity are tools of public relations fractioned. Dawar has the same opinion. He says that advertising is one of the tools of public relations that helps in developing favourable public opinion about the firm and its product.
       According to World Assembly of Public Relation Association, “Public relations is the art and social science of analysing trends, predicting their consequences, counselling organisation leaders, and implementing planned programmes of action which will serve both the organisation and the public interest.”
Stanton define “Public relations is an organisations broad, overall communication effort intended to influence various groups, attitude towards that organisation.”
Webster’s New World Dictionary define public relations as “relations with the general public, as through publicity; specially, those functions of a corporation, organisation etc., concerned with attempting to create favourable public opinion for itself.”
According to Public Relations News “public relations is the management function which evaluates public attitude, identify the policies and procedures if an individual or an organisation with the public interest, and executes a programme of action to earn public understanding and acceptance.”
Philip Kotler says that “public relations involves a variety of programme desired to promote or protect a company’s image or its individual product.” He further opines that an entire company takes concrete steps to manage successfully relations with its key publics, and never treat it as a minor element in the promotion mix. In such a company, public and distribute information and communication to build goodwill so that negative publicity does not raise in the first place.
On the basis of analysis of above definitions, it may be said that ‘public relations is deliberate, planned and sustained efforts to establish and maintain mutual understanding between an organisation and its public. It is an important tool of the promotion-mix of the firm which is used to establish and enhance a positive image of an organisation and its product among its various publics. This concept is based on the fact that the right of an organisation to operate is conferred by the public and this privilege may be withdrawn, if an organisation fails to serve the primary needs of its publics. It is clearly meant that public relations is involved with more than just customer relationship, and it is often handled at corporate level rather than at the functional level of marketing management. An organisation, through its public relations function, monitor the attitude of its publics and distribute information and communications to build goodwill.

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