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First of all, you need to know what public relations is. Public relation is defined as a strategic communication process which builds mutually beneficial relationships between organizations and their publics. The role of public relations professionals shapes an organization’s image. They create the brand, spread the organization’s message, and minimize the effect of negative publicity in the society. At a small company, the public relations person may have to handle all the roles – cheerleader, media contact person, the deflector of criticism – themselves. At larger companies or big public relations firms, staffers can have more specialized functions to handle different organizational needs according to the demand of their clients.

At present, there is the least importance given for communication. This is mainly because people do not find time to have a conversation with each other. But it is specific and the most basic knowledge to communicate with your fellow beings. This will build a positive relationship with the public. Today’s era is indulged with media, social websites. Every second, millions of bits of information are exchanged in the world. As the quality of life improves, the need for information also increases. It is thus making people interact with each other and gain knowledge. Nowadays, it is essential to have accurate and up to date information and be successful in life.

In terms of work quality public relations in an organization means to assist organization management is achieving organizational goals, to believe in the transparency affairs and accountability, to respect the rights of citizens, to identify duties and responsibilities of government, to control the rights of people against work, and the power of people to criticize and evaluate programs and practices of the organization.

It is every organization’s interest to maintain a positive public image and enhance its potentials. Whether it is a public sector or a private sector organization, both types of organizations can only be gain from proper management of their public’s perceptions of the organization and by correcting their misconceptions against the organization. Both types of organizations can reap gain from a positive public image, which not only helps to increase confidence in the organization on behalf of the organization’s federal and critical stakeholders but also reinforce faith in the organization’s capabilities towards the success of the organization.

There is often misunderstood that organizations practice public relations only for publicity. The discipline of public relations deals with shaping and maintaining the image and fame of the organization in the eyes of its various publics. It is a deliberate, planned, and sustained the effort to keep and institute mutual understanding between the organization and its publics. The information provided is used to influence the opinion for maintaining and creating goodwill. It is essential to practice managing the communication between the organization and its publics. In terms of public relations, the public is the one who will want to form an opinion about an organization.

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