Concept And Meaning Of Public Relations
A marketing manager should pay attention towards different stakeholders such as investors, consumers, suppliers, distributors, press, government bodies, pressure groups, local people, general public etc.
The functions carried out by a firm for the purpose of maintaining good relationship with the stakeholders is called public relations. Public relation develops positive attitude in people towards the firm, its products, and policies. It has become an important part of promotion in marketing.
Nature of public relations
1. Media relation
Local, regional, national and international press can be used for publishing positive news about a business firm or its products. News may be based on the press statement, company's events like conference, publication of annual report, declaration of new products , or any thing about the firm's activities.
2. Group relations
The public relation department of a business firm can work together with local community, consumers association, labor organization, different social organizations and environmental protection groups or so to solve different social problems. Such social activities can also be published in news media.
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3. Lobbying
The task of establishing personal relationship with important persons such as MPs, social leaders by marketing managers is lobbying. Such relationship makes their attitude or views positive towards the firm and its products.
