are the different mediums of mass media, which plays an important role in disseminating information among the target groups to achieve the desired goals. Ivy Lee, credited as being the founding father of Modern Public Relations, presented a more specific approach to Public Relations communication. Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action that serve both the organization’s and the public’s interests. Print Media has played an instrumental role in awakening a large number of people during the freedom struggle. According to Bernays, Public Relations is as applied social science to be planned through opinion research and precisely evaluated. out of disinterest towards long speeches and other formalities attached to these programs. “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” PRSA At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization. Advertising is the paid presentation and promotion of ideas, goods, and services. PR professionals find or create news in favor of the company and its products. Although the disciplines share some basic concepts of effective communication, public relations is much broader in scope and works to build relationships with multiple publics. The message can also be communicated through Films/Short Films or Documentaries based on a particular subject. Public relations encompasses a broad range of activities. They will set objectives, define audiences, and decide what strategies will be used on a specific timeline. Instead of long speeches and boring sessions, they display the Posters, Photographs, Animated Flow Charts and Diagrams, Murals, Sculptures, Audio-Video Aids, and interesting Literature, etc. Audiovisual materials, such as films, slide-and-sound programs, video, and audio cassettes, are increasingly used as PR tools. The major public relations decisions are setting objectives, choosing messages and vehicles, implementing the plan, and evaluating public relations results. This consists of inputs that determine the nature and extent of the public relations problem or opportunity. This will ensure timely executions of PR plans. Public relations personnel execute the program through such vehicles as news releases, media advisories, newsletters, Internet and Web postings, special events, speeches, and community relations programs. Advertising and the Publicity side of Public Relations expanded speedily in the 1920s, driven along by pioneers’ self-publicizing efforts and numerous business books on Publicity and Public Relations. The Public Relations department or personnel need to prepare an apt press release, press briefings and should arrange press conferences to provide clear information to all these mediums. According to Bernays, Public Relations is as applied social science to be planned through opinion research and precisely evaluated. Did the organization preserve or enhance its reputation. Still, at the same time, it has limitations that the message cannot be retained for long, and also, there is a possibility of misinterpretation. The second philosophy sees the Public Relations representative as a hired conduit for a point of view that he/she may not personally believe, and that is the toughest part. Did people change their attitudes or opinions? The company now must choose the appropriate PR messages which will reflect the objectives set earlier. The house journals, annual reports, brochures, catalogs, booklets, leaflets, annual reports, direct mail, etc. Publicity includes activities to promote a company or its products by planting news about it in media not paid for by the sponsor. Objectives should then be translated into actions followed by the evaluation of results. Special events used as PR tools range from news conferences, press tours, grand opening, multimedia presentations, and star-studded spectaculars. In fact, in 2012, the Public Relations Society of America accepted a few thousand submissions before finally agreeing on a definition: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The advertisements are given in the different mediums of communication to disseminate messages, create a favorable image, and establish goodwill. Before the introduction of writing and technologies of communication, oral communication was the only means to communicate. Public relations departments may perform any or all of the following functions: Public relations are used for promoting products, people, places, ideas, activities, organizations, and even nations. are the powerful forms of Traditional Media that provide information, education, and entertainment to the rural, uneducated folks. Public relation is a distinct discipline separate from journalism, advertising, and marketing. Printed Literature is an essential thing for any business, organization, and service, whether it is commercial or non-profit making. Edward L. Bernays said, “Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution.”, Herbert M. Baus defines Public Relations as a combination of philosophy, sociology, economics, language, psychology, journalism, communication, and other knowledge into a system of human understanding.” –, Fortune (Magazine) defines Public relations are; “Good performance, publicity appreciated because adequately communicated.” –, Robert Heilbroner said, “Public Relations is Dale Carnegie – winning friends and influencing people – writ large.”. Public relations is well established in the United States and throughout the world. Rex F. Harlow said; “Public Relations is the distinctive management function; Public relations professionals use various tools. It may be carried through meetings, speeches, telephone calls, public address systems, panel discussions, counseling, workshops, seminars, etc. Through press releases, press conferences, press briefings, a Public Relations Person, can establish a rapport with Media persons. Public relation is a process—that is, a series of actions, changes, or functions that bring about a result. The simplest approach to measure the effectiveness of publicity is the number of exposures in the media. Public relations definition is - the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also : the degree of understanding and goodwill achieved. PR executives also prepare written materials such as annual reports, brochures, articles, company newsletters, and magazines. comprise Printed Literature, which keeps the record and helps inform and persuade the target audience about a product, service, or an idea. Budget and staffing are also major considerations. Public Relations is influencing behavior to achieve objectives through the effective management of relationships and communications. Once a policy or action is agreed on, public relations staff begin to plan a communications program to further the organization’s objectives. In his campaigns, messages were based on economic theory, combined with situational ethics derived from psychological and scientific concepts. Institute of Public Relations in the USA defined Public Relations as a deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its publics. Still, exhibitions and fairs have an interesting and relaxed ambiance with various entertainment sources, food stalls, etc. Less flattering terms used in the media include flack and a spin doctor. Common terms in most public relations definitions are deliberate, planned, performance, public interest, two-way communication, and strategic management function. The conceptualization of public relations as a cyclical process, feedback, or audience response leads to an assessment of the program, which becomes an essential element in developing another public relations project. First, PR is used with other promotion tools. Public Relations is concerned with or dedicated to creating mutual understanding among groups and institutions.”. However, such exposure measures can not be considered perfect. This is no different than the expression of an opinion. The various types of advertisements include Print Media (display ads in newspapers & magazines and also leaflets, flyers, posters, etc. These messages will be conveyed through stories created by PR executives. Public Relations: Definition, PR Tools, Public Relations Decisions, Marketing: Definition, Scope, Importance, Role, Organizational Behavior: Definition, Importance, Nature, Model, Partnership: Definition, Features, Advantages, Limitations, Marketing Management: Meaning, Definition, Application, Accounting's Relation with Other Disciplines (Explained), State Enterprise: Definition, Objectives, Why State Enterprises are Successful, which helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics. Public relations (PR) refer to the variety of activities conducted by a company to promote and protect the image of the company, its products and policies in the eyes of the public. This medium is very much effective, fast, and less costly. Bernays argued that society would move towards chaos unless Public Relations practitioners “manipulate” (in a good way) the Public Opinion into logical and organized patterns. ), Outdoor Media (hoardings, gantries, kiosk poles, display ads on mobile vans, visual ads on the railway station, airports, restaurants, and other public spots). Public Relations can be understood as the management function that evaluates public attitudes, informs the management about public opinion, finds out the policies and procedures of an individual or an organization aiming public interest, and executes a program of action to earn public understanding and acceptance.