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THE IMPORTANT ROLE OF PUBLIC RELATIONS
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By Susan Jan
Public relations is fundamentally the art and science of establishing
relationships between an organization and its key audiences. Public
relations plays a key role in helping business industries create strong
relationships with customers.
Public relations involves supervising and assessing public
attitudes, and maintaining mutual relations and understanding between
an organization and its public. The function of public relations is to
improve channels of communication and to institute new ways of setting
up a two-way flow of information and understanding.
Public relations is effective in helping:
Corporations convey information about their products or services
to potential customers
Corporations reach local government and legislators
Politicians attract votes and raise money, and craft their public
image and legacy
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
Public relations in present times employs diverse techniques such
as opinion polling and focus groups to evaluate public opinion,
combined with a variety of high-tech techniques for distributing
information on behalf of their clients, including the internet, satellite
feeds, broadcast faxes, and database-driven phone banks.
As public image is important to all organizations and prominent
personalities the role of public relations specialist becomes pertinent in
crisis situations. Public relations agencies provide important and timely
transmission of information that helps save the face of the organization.
In the words of the Public Relations Society of America (PRSA),
"Public relations helps an organization and its public adopt mutually to
one another."
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Jan S. The Important Role of Public Relations / Susan Jan. – Available at:
http://ezinearticles.com/?The-Important-Role-Of-Public-Relations&id=198392
