Public relations are responsible for the creation of a favourable image for the firm. Studies show that consumer preferences are greatly influenced by a firm’s reputation and purchase decision making is based on the public image of a firm. Since 1830, that the concept of public relations was initially introduced, public relations have become a lot more than a tool of communication. As the business environment is constantly changing and evolving, public relations address further  far-reaching aspects.

1) Building awareness about a firm and its offerings

When a firm introduces a new product or re-launches an existing one, public relations are responsible for stimulating consumer attention and awareness through media placements and special events.

2) Creating interest

Public relations’ placements can attract a targeted audience to try a product. For example, when an organization has an IPO (Initial Public Offering) to get listed on the Stock Exchange, public relations department may promote a special financial initiative through the financial media. In doing so, it serves the organization to build confidence among the financial community.

3) Stimulating Demand

Favourable inserts or articles in newspapers, TV shows or the Internet are likely to result in a discernable increase in product sales.

4) Reinforcing the brand

Many organizations use public relations to reinforce their brand by creating and sustaining positive relationships with key audiences. By providing in-depth-information about a firm’s products and services through articles, collateral materials, newsletters and websites, pubic relations build a good image and assist the firm to remain competitive and viable.

5) Managing crisis

By closely monitoring media channels, public relations manage crises that may threaten a firm or its product image as a result of inappropriate public comments. In that way, they discourage misinformation, gossip, rumours and message distortion that may harm the reputation of a firm.

6) Establishing mutual understanding

By being a process that includes research and analysis, policy formation, programming, communication and feedback, public relations focus on establishing and maintaining mutual understanding between an organization and its publics.

7) Encouraging favourable relationships

Businesses use public relations in order to encourage favourable relations with different organizations and products. Through a variety of communication channels, organizations publicize stories in print and broadcast media about their products or services.

In conclusion, public relations build and sustain good relationships between a firm and its target audience through the use of news releases, speaking activities, press conferences and community service and philanthropic programs. In that way, they improve communication and they build a firm’s business in a deliberate, planned and sustained effort.