PR executives should first set objectives for public relations. Rex F. Harlow said; “Public Relations is the distinctive management function; Public relations professionals use various tools. The second philosophy sees the Public Relations representative as a hired conduit for a point of view that he/she may not personally believe, and that is the toughest part. are the different mediums of mass media, which plays an important role in disseminating information among the target groups to achieve the desired goals. The company now must choose the appropriate PR messages which will reflect the objectives set earlier. Printed Literature is an essential thing for any business, organization, and service, whether it is commercial or non-profit making. Public Relations is influencing behavior to achieve objectives through the effective management of relationships and communications. Budget and staffing are also major considerations. ), Electronic and New Media (audio-visual ads on TV, Radio, internet, mobile, etc. According to Bernays, Public Relations is as applied social science to be planned through opinion research and precisely evaluated. Less flattering terms used in the media include flack and a spin doctor. This medium is very much effective, fast, and less costly. The house journals, annual reports, brochures, catalogs, booklets, leaflets, annual reports, direct mail, etc. In his campaigns, messages were based on economic theory, combined with situational ethics derived from psychological and scientific concepts. In fact, in 2012, the Public Relations Society of America accepted a few thousand submissions before finally agreeing on a definition: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” These programs are entertaining as well as informative, and people look forward to such programs in advance. Another approach is to monitor product awareness, knowledge, and attitude resulting from the publicity campaign. However, the most precise method of measuring public relations results is to analyze sales and profit impact if necessary data is available. These messages will be conveyed through stories created by PR executives. Ivy Lee, credited as being the founding father of Modern Public Relations, presented a more specific approach to Public Relations communication. Major public relations (PR) tools include news, speeches, and special events. Public relations (PR) is the art of managing how information about an individual or company is disseminated to the public. Public relations includes activities directed towards building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events. Public relations is a much broader concept. Organizing Exhibitions/Fairs, Puppet Shows, Community Songs, and Dance Programs, Nautanki, Tamasha, Street Plays, etc. Public Relations: Definition, PR Tools, Public Relations Decisions, Marketing: Definition, Scope, Importance, Role, Organizational Behavior: Definition, Importance, Nature, Model, Partnership: Definition, Features, Advantages, Limitations, Marketing Management: Meaning, Definition, Application, Accounting's Relation with Other Disciplines (Explained), State Enterprise: Definition, Objectives, Why State Enterprises are Successful, which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics. have also become prominent nowadays. Bernays’ definition of Public Relations includes two distinct philosophies of the role of the industry’s practitioners.

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