Public relations is defined as a deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its publics. It establishes relationships between groups, develops reciprocal understanding and goodwill, and analyzes public perception to identify how an organization's policies align with public interests in order to effectively communicate with stakeholders. Public relations utilizes tools like press releases, exhibitions, in-house journals, and lobbying to reach key publics such as employees, suppliers, government, media and local communities while being a relatively low-cost way to target messaging that has credibility if sustained over time, though the effects can be hard to control completely.

1. Public Relation
“Public Relations is the deliberate, planned and sustained effort to
establish and maintain mutual understanding between on organization
and its publics.”- Institute of Public Relations, USA
Functions Of Public Relations
Public Relations establishes the relationship among the two
groups(organisation and public).
Art of developing reciprocal understanding and goodwill.
 It analyses the public perception & attitude, identifies the
organisation policy with public interest and then executes the
programmes for communication with the public.
Publics of Public Relation:
Employees,Suppliers,Intermediaries,Government,Financial
community,Local communities/pressure group, The media
Tools of PR:
Press Releases,Education & Training,Exibition & Trade show,
Lobbying, In-house journal etc

2. Characteristics of PR
1.Relatively Low cost
2.Can be targeted
3.Credibility
4.Relatively uncontrollable
5.Saturation of Effort.