Public image makes up 63% of the value of most companies today. When there’s a mishap or when the company’s reputation breaks down, it affects the company’s entire corporate existence and its affiliates. It takes around 4 to 7 years to overcome a negative reputation. Hence it has become important for a company to invest in good public relations strategies to maintain a beneficial relationship with the public.

Table of Contents

What Is Public Relations?

Public relations is a strategic communication process companies, individuals, and organizations use to build mutually beneficial relationships with the public.

A public relations specialist drafts a specialized communication plan and uses media and other direct and indirect mediums to create and maintain a positive brand image and a strong relationship with the target audience.

Objective Of Public Relations

The main objective of public relations is to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders which leads to a positive image of the brand and makes it seem honest, successful, important, and relevant.

Functions Of Public Relations

Public relations is different from advertising. Public relations agencies don’t buy ads, they don’t write stories for reporters, and they don’t focus on attractive paid promotions. They rather promote the brand by using editorial content appearing on magazines, newspapers, news channels, websites, blogs, and TV programs.

Using earned or free media for promotion has its own benefits as information on these mediums aren’t bought. It has a third party validation and hence isn’t viewed with scepticism by the public.

The functions of public relations manager and public relations agencies include:

  1. Anticipating, analysing, and interpreting the public opinion and attitudes of the public towards the brand and drafting strategies which use free or earned media to influence them.
  2. Drafting strategies to support brand’s every campaign and new move through editorial content.
  3. Writing and distributing press releases.
  4. Speechwriting.
  5. Planning and executing special public outreach and media relations events.
  6. Writing content for the web (internal and external websites).
  7. Developing a crisis public relations strategy.
  8. Handling the social media presence of the brand and responding to public reviews on social media websites.
  9. Counselling the employees of the organization with regard to policies, course of action, organization’s responsibility and their responsibility.
  10. Dealing with government and legislative agencies on behalf of the organization.
  11. Dealing with public groups and other organizations with regard to social and other policies of the organization and legislation of the government.


Developing a crisis public relations strategy.
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