Public Relation is a management function that involves monitoring and
evaluating public attitudes and maintaining mutual relations and understanding
between an organisation and its public. Public could include shareholders,
government, consumers, employees and the media. It is the act of getting
along with people we constantly come in touch with. PROs ensures internal
cohesion in the company by maintaining a clear communications network
between the management and employees.
Its first objective is to improve channels of communication and to establish
new ways of setting up a two-way flow of information and understanding.
Public relations as a separate career option has came into existence
when lots of private or government companies and institution felt the
need to market their product, service and facilities. Public image is
important to all organisations and prominent personalities. The role of
public relation specialist becomes pertinent in crisis situations when
the correct and timely transmission of information can help save the face
of the organisation.
In terms of career opportunities, Public relations is broadly practiced
for product publicity, corporate publicity, to have better relations with
the government, to publish corporate publications like newsletter, bulletins,
magazines for employees etc.
