What is Public Relations?

published by Mei Kuan

Introduction
Public relations is defined to create a positive image between the organization and its stakeholders for the entertainment companies. Public relations are aimed to maintain the reputation of a company and build a strong relationship with the audience (Richard D. Waters, 2010).

The Function Of Public Relations
Most of the large organizations have a public relations department. Public relations is a significant part to maintain the organization’s image and convey its message to its customers, investors and the general public. The function of public relations is to improve community relations. Public relations is used to bridge the community gap. So, organizations execute activities and programs that enhance the quality of life in their communities their image. On the other hand, the functions of public relations are related to employee relations which is the maintenance of employee goodwill. Public relations communicate with the employees of an organization. This can involve team building and employee empowerment (Lou C. Williams, 2016). 
Public relations play a crucial role in improving product visibility. When new products are existing in the market, public relations need to give a push to the new products. Public relations also need to increase the awareness of customers and distinguish the product in the public’s eyes from other similar products (Reginald Watts, 2006). Besides that, public relations operates as a financial relations. It functions in communicating with firms and groups within the organization’s industry. This involves the stockholders and investors but is not limited to them (Lou C. Williams, 2016). 
On top of that, public relations also regard as a political and government relations. Public relations deals and communicates with legislatures and government agencies on behalf of an organization. Therefore, public relations has to cover in the political arena in order to influence legislation that can be an obstruction to the operation of the company. Moreover, public relations also specialized functions for addressing crisis communications. Public relations has to provide accurate information honestly when the accident in production happens. For example, public relations need to settle the crises such as bankruptcies, management wrongdoings and product failures (Reginald Watts, 2006).
The Advantages Of Public Relations
There are various advantages of public relations to expand and grow a business. One of the advantages of public relations to the business is having a highly credible form of promotion. Customers are likely to give credibility to your business as they see it mentioned in the media such as newspapers compared to when they see your ads or billboards. So, if public relations professionals pitch a positive story that is regarded as a new product by using the local newspapers, consumers will easier to give credibility to your business (Stewart, 2011). Apart from that, public relations is easier to aim at the target market because it gives consumers the detailed information they need and always provides more time for the explanation of a product. Public relations also help a business to achieve at a very low cost when compared to other promotional advertising. Furthermore, public relations can help to create a good reputation of a company. So, it can put the business in the lights (Stewart, 2011). 
REFERENCE
Richard D. Waters. (2010). Media Catching and the Journalist–Public Relations Practitioner Relationship: How Social Media are Changing the Practice of Media Relations. Journal of Public Relations Research, 22(1), 241-264.
Reginald Watts. (2006). "What is the role of public relation theory?".  Journal of Communication Management, 10(1), 103 – 105.
Lou C. Williams. (2016). Public Relations Among the Functions of Management: A New Zealand Perspective. Journal of Public Relations. 20(1), 44-50.
Stewart. (2011). Advantages of Public Relations. Accessed 3 March 2017, Available at  https://bitesizepr.com/advantages-of-public-relations/



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