According to Philip Kotler and Gary Armstrong, Public Relation means ‘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’.
In Basic words Public Relation is about communicating information from a company to its customer and vice versa.
It helps in building an image of the brand in a way the organization wants it.
Various tools for public relations are Press Release, Speech writing, Crisis public relation strategy, promotion on various platform and more.
It helps to create a positive awareness of the company. Public Relations is only said to be effective only if it is accepted by the customers and feedback for the same is given.
The effective public relation will help to spin the unfavorable situation in the favor of the company.
Negative public relations/Dark public relations are done to destroy the reputation of the competitors.
The major disadvantage of public relation is that there is no direct control over the content distributed. Also, it is hard to evaluate the effectiveness of a campaign. Press Release will only be released by
the media thinks it can target their audience.
One of the best example of a good PR campaign is “Google fights Ebola” – Google created a donation campaign in which they promised to give $2 for every $1 donated through its website. Their PR strategy successfully attracted media’s attention.
Another example of PR campaign was “Facebook support for Paris”. Here, Facebook created a filter of France Flag when shooting had happened in Paris. And the user could use the filter and show their support for France. Millions of people had applied this filter.
Public Relations is an essential part of marketing. These activities convey the message of the organization and seize every opportunity which will help the brand to build a positive image in the eyes of their customers.