Chapter 1: The Nature of Public Relations

Public relations (PR) is the way of organizations, companies and individuals communicate

with the public and media. A PR specialist communicates with the target audience directly or

indirectly through media with an aim to create and maintain a positive image and create a strong

relationship with the audience. Public relations practitioners are responsible for planning and

executing programs to establish and maintain a favorable image for their employer’s organization

among the public or group with which it comes into contact. This communication can be face to

face with the individuals or through the mass media of radio, television, newspaper and so on. The

PR practitioner should be knowledgeable in research, planning and evaluation techniques. Rather

than that, they also must excellent in writing and speaking and specialist in communication

technology. Moreover, they must be expert in graphics and audiovisual communications. The

public relations practitioners often produce communication materials such as press releases, annual

reports, employee magazines, electronic newsletters and PR campaign creations and management.

Creation and maintenance of a good public reputation is a complex and ongoing process. Without

an effective PR it is very difficult to reach the attention of the target audience and much less to

influence their opinion and decisions. In conclusion, public relations is a diverse and exciting area

found in almost every industry. It requires a broad base of communication skills and the ability to

build bridges between organizations and their publics.