Public Relation Activity

If we examine some of the goals and objectives of public relations, it becomes clear that it is a multifaceted activity involving many different functions. Topping the list of objectives, public relations seeks to create, maintain, and protect the organization's reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decision on a company's reputation, so public relations can have a definite impact on a company's sales and revenue. Public relations can be an effective part of a company's overall marketing strategy. In the case of a for-profit company, public relations and marketing may be coordinated to be sure they are working to achieve the same objectives.
Another major public relations goal is to create goodwill for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, community relations, and relations with the many other publics with whom the organization interacts, affects, or is affected by.
Public relations also has an educational component that can help it achieve such goals as outlined above. Public relations may function to educate certain publics about many things relevant to the organization, including educating them about business in general, new legislation, and how to use a particular product as well as to overcome misconceptions and prejudices. A nonprofit organization may attempt to educate the public regarding a certain point of view. Trade associations may undertake educational programs regarding particular industries and their products and practices.