ADVANTAGES OF PUBLIC
RELATION IN BUSINESS
COMMUNICATION
Presented By :AISHWARYA .C
SREERESHMI PR
DR. SARITHA
SUHA ZAMRIN
SITARA SARA
DR. REVATHY RAJU
WHAT IS PR ?
 “Public Relation is a
strategic communication
process that builds
mutually beneficial
relationships between
organizations and their
publics.”
 PR is a management function which deals
with public issues. An important component
of PR is publicity. Publicity deals with news
coverage of events relating to companies
products and services.
 A systematic act of building an image of a
product/service/idea/company among the
target group/general public/stake holders
through a well- designed promotion on a
regular basis.
OBJECTIVES OF PR
 Promoting goodwill
 Promoting a product, service, corporate
image
 Corporate communications
 Lobbying
 Counteracting negative publicity
TOOLS OF PR
 Press releases
 Exclusive stories
 Company newsletters
 Interviews
 Press conference
 Sponsored events
ADVANTAGES OF PR
TARGET MARKET
 Targets the media and events that your target
market utilizes.
 E.g.: If you are a toy company making board
games, a PR campaign will target the media that
people who like board games.
 Campaign may also obtain celebrity endorsements
that will carry weight with the customers.
 CREDIBILITY
 It is considered as a more credible form of promotion.
 Key part of PR promotion is to obtain mentions of an
organisation in independent media outlets (e.g.:- TV, online
promotion) as the target market generally views the mention
as being more credible since it is not based on payment (i.e.
advertisement) but on the media outlet’s judgement of what is
newsworthy.
 Today consumers spend every penny cautiously. Hence
having the credibility tag is a must for a successful business
or brand.
 Audiences gives higher credibility to a business when they
find a mention about it in media compared to the adds.
REACH
 A good story can be picked up by
several news outlets exposing your
message to a large audience.
 Information may spread quickly
through bloggers and social media.
COST-EFFECTIVENESS

PR can be an economical way to reach a
large audience in comparison to paid
advertising media placement.
 The rates for public relations along with the
results it produces are between 30%-50%
more effective than advertising.
LEAD GENERATION
 The media placement from PR is long
lasting.
 E.g. : Google and media outlet websites.
 The greatest no. of leads appear once the
media mention appears, he lead continues
long after as people find media story
online during searches.
IMAGE CREATION
 A company’s image speaks of the status of the
company amongst various circles.
 PR isn’t just promoting an item or a special. PR
takes your entire business and puts it in the lights.
 This help create an image of your company and
creates the possibility of a more well rounded
patronage.
 Effective PR leaves your company with a positive
image, which is always helpful in the future.
CRISIS MANAGEMENT
 Negative news about the
enterprise may hamper the image.
 PR manages these situations and
resolve complex issues effectively.
IMPROVED RELATIONS WITH
EMPLOYEES
 Using newsletters, meetings, events and
programmes to speak with internal audiences is
an excellent way for a business to display its
commitment to do the right thing.
BETTER ENGAGEMENT WITH
COMMUNITY
 By linking collaboration with local groups,
joining charitable endeavours, spending
funds on causes and projects that prove
beneficial for the community, PR helps in
enhancing visibility and positioning of the
brand.
IMPROVING TIES WITH INDUSTRY &
GOVT. BODIES
 Getting the firm acquainted with key government
officials is a great idea to create favourable
impression.
 Taking part in industry initiated events and
preferred business arena pushes the visibility.
MEDIA REPRESENTATION
 Representing a company or individual to a media is
one of the more well known functions of PR.
 It includes developing and distributing both written
and video news releases, pitching stories to
journalist and responding to reporter enquires.
 It also includes monitoring and measuring news
coverage of the organization and individual.
RESOURCE MANAGEMENT
 PR management of human and financial
resources revolves around setting of
objectives, planning, budgeting, recruiting
and hiring PR staff and administering those
resources.
 CONTENT DEVELOPMENT
 Preparing the documents, written and electronic is
another function of PR.
 The content developed by the PR department
include company newsletters, blogs, speeches and
annual reports.
 PR department will work with another department
to ensure a project fits with an overall company
message (e.g.:- a PR department may work with
advertising and marketing departments on creating a
description, report or other content about a new
product or service).