Public relations, in theory, is both considered a fine art and a non-exact science that deals with organizations and their market at large. Public relations also plays a pivotal part in the goal of fostering positive relationships between corporation and customer.
Public relations involves supervising and assessing public attitudes, and maintaining mutual relations and understanding between an organization and its public. Its function is to enhance the flow of communication between an organization and its clientele, and helping both sides understand the information disseminated thereof.
Public relations is effective in helping the following.
Corporations convey information about their products or services to potential customers
Local government and legislation is touched by large and small corporations.
Political causes – They help politicians gain more votes and raise campaign money while enhancing their public image.
Non-profit organizations, including schools, hospitals, social service agencies etc. boost support of their programs such as awareness programs, fund-raising programs, and to increase patronage of their services
The modern spectrum of public relations is a multi-faceted amalgamation of different techniques, including surveys, polls and focus groups designed to gather public opinion, fused with high-technology stratagems whose goal is to disseminate information to clients and on behalf of them, including podcasts, satellite feeds, Internet chat and virtual phone banks.
The reputation of organizations and preeminent personalities in a locale hangs on the line in times of crisis, which makes a public relations specialist even more important. Thanks to the timely work of these agencies, a person or organization in need of reputation management can successfully recover from the crisis in question.
The top agencies in the field of public relations are able to concoct press releases where company news and update can conveniently be plugged in, and also a targeted list of industry-related publications. Truly good public relations agencies generally have a good working relationship with key reporters, boosting their chances of getting coverage. Depending on the scope, some public relations agencies may be better attuned to the needs of well-known, large clients with cachet in the industry, while others may deal with smaller, more specialized clients, these being boutique public relations agencies.
At present public relations as a career option exists in private companies or government institutions that actively market their product, service and facilities. If an individual manifests an interest in such a career, he or she may enroll in one of many training courses available in different educational institutions.
Some of the most respected public relations officers have been called up from the field of journalism. Public relations officers are highly trained professionals with expertise and knowledge in many areas, for example shareholder management during a crisis, the evolving role of the in-house public relations professional, account management skills for public relations, an introduction to financial public relations, an introduction to consumer public relations, an introduction to public relations software etc.