Any firm works with the objective of earning profits through marketing its products or services. Other than Advertising and Marketing, ‘Public Relations’ is an important management function that helps the firm in achieving its objective. Advertising, marketing, and public relations managers work in close coordination to work out the marketing strategy and public relations activity. With its widening scope, public relations, which in practice is a image building exercise and can apply to anything from companies to products to the people, projects or ideas.

An organization may have its own PR set-up or hire a PR Agency to deal with all its aspects. In-house PR departments take care of the image of the organization prepares press releases, brochures newsletters etc. and makes sure the message that the company wants to put across is published or broadcast. For example if the Ministry of Health decides to launch a project for eradication of Polio than it becomes the responsibility of the PR Department of the Ministry to allay any fears from the mind of the general public and make them understand the benefits of the project, through advertisements both in print as well as electronic media, door to door campaigning etc.

Specialized PR agencies offering such services deal with all aspects required for effective corporate communication, and provide guidance, in public relation, to organizations. A usual PR agency would have three different departments dealing with Client Servicing, Media and Research respectively. Account Executives handle the PR work of different clients. Based on the operations of the client and his requirement they work out a PR strategy. They are also responsible for arranging press conferences and giving publicity in the press. The department handling media, works out the media plan for the client, which includes complete media presentation, design and coordination with various channels of communication etc. PR agencies also undertake research and survey work that helps in devising a communication plan for the client.

Educational Qualification:
See under ‘Public Relation Officers’