Role of Public Relations:

i. Press Relations: Every organisation wants the press to give the news favourable to it. The information collected by the press correspondents about the organisation can be presented by distorting (breaking and wrenching) it. But this very information, when communicate by the Public Relations Department to the press, will be definitely realistic and better. With this very aim in view, the Public Relations Department, constantly maintains contact with the press.

ii. Product Publicity: Every company wants to attract the attention of people towards its new products. The Public Relations Department publicises the product through sports and other social programmes like press conference, seminars and exhibitions.

iii. Corporate Communication: Every company wants to make its image grow or develop by sharing its general information with the public and workers. To do this, the company’s Public Relations Department takes the help of newsletters, annual reports, brochures, articles and audio-visuals. Besides the managers of the company try to develop the organisation’s image by delivering lectures in trade associations and trade fairs.

iv. Lobbying: Different government departments form business policies under the supervision of its concerned ministers. Every company wants that the policies made by the government should be in its favour. The Public Relations Department conveys its wish to the concerned government department by establishing cordial relations with associations of commerce and industry. The government gives due importance to the communications of the different business organisations.

v. Counselling: The Public Relations Department gives counsel from time to time to the top level management about the different activities to be done for the Public Welfare. Doing so enhances the reputation of the company. The companies can improve their position (image) in the eyes of the people by spending their time and money so as to on environment, wildlife, children’s rights, education, etc.

vi. Helpful in Achieving Marketing Objectives: Good public relations play an important role in achieving the following objectives of marketing.

a. Building Awareness: The Public Relations Department popularises the product among its actual consumers through dramatisation before it reaches them.

b. Building Credibility: The public relation activities are supposed to be very much credible. The general view is that advertisement mislead people but public relations do not do so. Hence, what-so-ever is conveyed through public relations is fully believed by people.

c. Stimulates Sales Force: The job of the salesmen gets facilitated when they go to shops with their product, because the people are already familiar with those products.

d. Lower Promotion Costs: The cost on public relations gets lowered than advertisement and other promotional tools. However, making continuous efforts is necessary to have the place secured in the media.