Public relations involves using mass media outlets like news stories to create a positive image for a company, product, or service rather than direct sales promotion. The objective is to present a favorable impression to customers, employees, and the public through activities like assisting with new product launches, countering negative publicity, and influencing target groups. Public relations encompasses functions such as media relations, publicity, community involvement, and promoting goodwill through various types of campaigns, publications, events, and sponsorships.

1. Public Relations
Prof Prashant Kumar Gupta
Jain College of MBA & MCA

2. Meaning
• Type of promotion that relies on public relations effect of
a news story carried usually free by mass media. The
main objective of publicity is not sales promotion, but
creation of an image .
• While the publicist can control the content of the story, he
or she may not have any control over its placement or
interpretation by the media.

3. Objective
• Present a positive image to customers, employees, and the
general public
• Assist in the launch of products/company
• Assist in repositioning a mature product
• Building interest in in a product category
• Influencing specific target groups
• Countering negative publicity
• Examples:
• Grand opening of a mall
• Interview with a company official about hiring plans

4. Functions
• Media relations
• Publicity
• Marketing Communications
• Community relations
• Consumer relations
• Employee relations
• Government affairs
• Investor relations
• Promoting goodwill
• Promoting product, service, corporate image
• Corporate communications
• Lobbying
• Counteracting negative publicity

5. Types
• Cause-related Marketing
• Publicity Vehicles
• Community Activities
• Public Affairs Activities
• Special Publications
• Special Event
• Sponsorship