Introduction
Public relations refers to strategic communication process that helps the organization to build positive relationships with its stakeholders such as customers, investors, government, media, public etc. It involves delivering messages to provide information about the organization and its products to create brand awareness. Public relations (PR) helps to improve the goodwill and image of the company and creates positive impressions.
There are various purposes or objectives of performing public relation activities in marketing such as awareness building, launching the new product, maintaining customer loyalty, etc. It helps the business company to expand its market and sales.
The main goals or objectives of public relations are as follows:
The main goals or objectives of public relations are as follows:
1. Building awareness
The objective of public relation is to build awareness and raise interests in concerned persons, groups and parties towards the firm's goods, services, ideas, policies, programs, progress etc. by informing them.
2. Announcing new products
Public relation can be used while bringing newly developed products in markets. Public relation can be used to publish information, messages, features, quality, utility, price, advantages etc of products through media.
3. Building and maintaining customers loyalty
The other objective of public relation is to build and maintain customers loyalty to the firm's products and the firm itself. Such relation helps build loyalty in customers towards products and brand.
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4. Building relationship with opinion leaders and others
Public relation gives emphasis to develop relationship with important opinion leaders, professionals and others. This makes possible to bring improvement in sales and firm's public image.
5. Improving Communication
It facilitates two way communication between the company and the stakeholders. It helps to maintain good relationships that improves trust and loyalty.
6. Maintaining Media Relations
Public relations ensures good media relationships that helps to generate positive coverage . It improves the brand image and goodwill.
7.To Obtain Organizational Goal
It helps the company to obtain its goals and effectively because of positive public impressions, better coverage and improved goodwill.