An organization is a social institution. Its functioning depends mainly on the stakeholders. The practice of maintaining a healthy relationship between organization and its public/employees/investors/ partners is called public relations. Public relation activities ensure the correct flow of information between the organization and its public also called its target audience. It promotes goodwill and communication between the organization and stakeholders.
Regardless of how effective an organization is, it doesn't have the desired impact if the public and consumers are not aware of the business’s brand, successes or contributions. A public relations campaign educates and informs people about the contributions of the organization, enhances its brand recognition and makes it more relevant in the public eye.
The chartered Institute of Public Relation, London defines Public relation as “The planned and sustained effort to establish and maintain good will and mutual understanding between an organization and its public”.
According to the Public Relations Society of America “Public relation helps an organization and its public to adapt mutually to each other. Public relation is an organization effort to win the co-operation of group of people. Public relation help an organization to effectively interact and communicate with their key public”.
“Public relations is the attempt by information, persuasion, and adjustment to engineer public support for an activity, cause, movement or institution” – Edward L. Bernays (1891-1995)
“Public relation is the management function which evaluates public attitudes, identifies the policies and procedure of an individual or an organization with public interest and executes a programme of action to earn understanding and acceptances”. – Denny Griswold.
This indicates to us about the mutual adaptation and the organization’s interest in public co-operation.