Public Relations is how OTHERS perceive you! Self branding and positive relationships can be enhanced through a PR professional. Positive communication used repetitively enhances your branding. Community awareness through the use of social media, press releases, blogs, and online portals will increase business visibility.

Some of the main goals of public relations are to create, maintain, and protect the organization’s reputation, enhance its prestige, and present a favorable image. 

The point of public relations is to make the public think favorably about the company and its offerings. Commonly used tools of public relations include news releases, press conferences, speaking engagements, and events. 

Although advertising is closely related to public relations—as it too is concerned with promoting and gaining public acceptance for the company’s products—the goal of advertising is generating sales, while the goal of public relations is generating good will. The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it.

Public relations involves two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences. Only then can an organization undertake an effective public relations campaign.

Many small business owners elect to handle the public relations activities for their own companies, while others choose to hire a public relations specialist. Managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image. But whatever option is chosen, the head of a company is ultimately responsible for its public relations.