The main goal of a public relations departmentis to enhance a company’s reputation. Staffthat work in public relations, or as it iscommonly known, PR, are skilled publicists.They are able to present a company orindividual to the world in the best light. Therole of a public relations department can beseen as a reputation protector.
There are certain skills necessary to work inthe world of PR. These include a very highlevel of communication skills, written andverbal. The PR person must also be very adeptat multitasking and time management. He orshe may also have some form of mediabackground or training in order to understandhow the media and advertising work.
Benefits & Scope of Public Relations:• No matter how good you are, if you don’t communicate with your target audiences, you will lose out to competitors who are using public relations more aggressively and effectively to ensure communication
OBJECTIVES OF PUBLIC RELATIONS• Human relations• Free exchange• Better relations• Suggestions and complaints• Discourage misinformation• Understanding• Influencing• Supply of information• Dialogue• Persuasion