Role of Public Relations in Publicity

• Public relations aims to present a favorable image of the business and its products and services
• Public relations strives for members of the external stakeholders to view the business in a positive light
• There is a direct link between public relations and publicity
• Public relations is concerned with strategic management of information to ensure that the business achieves specific communication goals
• Public relations plays a critical role in developing positive publicity and minimising the effects of negative publicity on the business
• The business can decide to manage its own public relations function or outsource public relations services from an outside business because of specialised knowledge
• The public relations function develops sound relationships with members of the media
• The public relations function provides regular information to the media about the business, its products, services and general business actitivities
• The public relations function and marketing function are interconnected and aim to establish brand loyalty