Question
What are the characteristics of Public Relations and also explain its advantages and
disadvantages?
Answer :
Word Count : 827
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Skip in 10
Public Relations (PR) is a strategic communication process used by organisations to build and maintain mutually beneficial relationships with their stakeholders, including customers, employees, investors, media, government agencies, and the general public. In Management of Marketing Communication and Advertising, Public Relations plays an important role in creating a positive image, managing reputation, and establishing effective communication between an organisation and its target audiences. The main characteristics of Public Relations are as follows: 1. Planned and Deliberate Activity: Public Relations is a planned communication activity designed to achieve specific organisational objectives. It involves research, strategy development, implementation, and evaluation to create a favourable public image. 2. Two-Way Communication: PR is based on mutual communication between an organisation and its publics. It not only communicates organisational messages but also collects feedback, opinions, and responses from stakeholders. 3. Building Public Image: The primary objective of Public Relations is to create, maintain, and improve the reputation and goodwill of an organisation. It focuses on developing trust and confidence among the public. 4. Long-Term Process: Public Relations is not a short-term promotional activity. It requires continuous efforts to establish and maintain strong relationships with different groups over time. 5. Credibility and Trust: PR messages generally gain higher credibility because they are often communicated through media coverage, press releases, events, and third-party sources rather than direct paid advertisements. 6. Relationship-Oriented: Public Relations focuses on developing positive relationships with customers, employees, investors, media representatives, and other stakeholders. 7. Public Interest Focus: Effective PR activities consider the interests and expectations of both the organisation and society. It aims to create a balance between organisational goals and public welfare. 8. Use of
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