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#20 Public Relation

The document discusses definitions of public relations and its functions and tools. It provides several definitions of public relations from different sources. It describes public relations as a communication function and lists various tools used for communication in public relations like oral communication, printed media, broadcast media and other media like websites and exhibitions.

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0% found this document useful (0 votes)
48 views26 pages

#20 Public Relation

The document discusses definitions of public relations and its functions and tools. It provides several definitions of public relations from different sources. It describes public relations as a communication function and lists various tools used for communication in public relations like oral communication, printed media, broadcast media and other media like websites and exhibitions.

Uploaded by

gunflayercsgo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Public Relations Definitions, Functions,

History & Growth in India

INTRODUCTION:

Public Relations is a form of communication used to persuade or


influence people using ethical means. It is a two way
communication process between an organization and its public
with a view to change the mindsets of the public in a certain
direction. The most important aspect of public relations is to
focus on the people who will receive the communication.

But how is this managed? This is done with the help of different
channels of communication which include oral communication,
printed word, broadcast messages and even exhibitions. In
other words, these are different tools used for communication in
public relations.

DEFINITION OF PUBLIC RELATIONS

A public relations (PR) is a field concerned with maintaining a


public image for businesses, non-profit organizations or high-
profile people, such as celebrities and politicians.

A definition of public relations, by The first World Assembly of


Public Relations Associations held in Mexico City in August 1978,
was "the art and social science of analyzing trends, predicting
their consequences, counseling organizational leaders, and
implementing planned programs of action, which will serve both
the organization and the public interest."
1 PRODUCER: RANBIR SINGH
AJK-MCRC, JMI, N. D.-25.
It has also been defined as the practice of managing
communication between an organization and its publics. Public
relations provides an organization or individual exposure to their
audiences using topics of public interest and news items that
provide a third-party endorsement and do not direct payment.
Common activities include speaking at conferences, working
with the media, crisis communications, social media
engagement, and employee communication.

Public Relations has also been defined as the profession or


practice of creating and maintaining goodwill of an
organization's various publics (customers, employees, investors,
suppliers, etc.), usually through publicity and other non-paid
forms of communication. These efforts may also include support
of arts, charitable causes, education, sporting events, and other
civic engagements.

Some more definitions of public relations include the following:

Public relations is a distinctive management function which (sic)


helps establish and maintain mutual lines of communication,
understanding, acceptance, and cooperation between an
organization and its publics; involves the management of
problems or issues; helps management to keep informed on and
responsive to public opinion; defines and emphasizes the
responsibility of management to serve the public interest; helps
management keep abreast of and effectively utilize change,
serving as an early warning system to help anticipate trends;
and uses research and sound and ethical communication
techniques as its principal tools.

Public relations is the management function which (sic)


evaluates public attitudes, identifies the policies and the
procedures of the organization with the public interest, and

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AJK-MCRC, JMI, N. D.-25.
executes a program of action (and communication) to earn
public understanding and acceptance.

Public relations practice is the art and science of analyzing


trends, predicting their consequences, counseling organization
leaders, and implementing planned programs of action which
(sic) will serve both the organization and the public’s interest.

According to Grunig and Hunt (1983),Public relations is the


management of communication between the organization and
its publics.

Public relations helps an organization and its publics adapt


mutually to one another.

According to Cutlip and Center (1969), a Public relations is a


planned effort to influence opinion through socially responsible
performance based upon mutually satisfactory two-way
communication.

1. a planned effort — Public relations efforts are a deliberate


part of the management function. A plan requires research,
objective setting and strategy.
2. to influence opinion – Cutlip and Center’s definition
recognizes that PR people are advocates for their clients
and employers. The others definitions cited overlook this
important fact, as advocacy is inconsistent with the idea
that PR promotes the needs of clients and key publics
simultaneously. While some scholars and practitioners may
not want to acknowledge the advocacy role, it’s part of
what we are.
3. through socially responsible performance — Cutlip and
Center emphasized ethics and social responsibility, and
several years later, PRSA adopted its first Code of

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4. Professional Standards. Out of this grew the idea that PR
can and should serve as the “corporate conscience” and
champion of the public interest.
5. using mutually satisfactory two-way communication
— This last phrase emphasizes the need to listen in a way
that serves both organization and publics. Remember the
feedback loop from communication theory? And while Cutlip
& Center’s definition makes no mention of relationships, 2-
way communication tells us they understood concept long
before many others. Missing from the definition is the idea
of adapting the organization’s policies to align with the
public .

However, in the 1994 edition of “Effective Public Relations,”


Cutlip, Center & Broom define public relations as given
below:

Public relations is a management function that seeks to identify,


build, and maintain mutually beneficial relationships between an
organization and all of the publics on whom its success or failure
depends.

From all the definitions stated above, it clearly images that the
basic goal of public relations is :

 to attract public attention


 win belief
 achieve understanding and
 earn goodwill.

PR AS A COMMUNICATION FUNCTION

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Communication is a two way process wherein messages and
information sent are just as important as those that are
received.

Public relations is all about communicating with others through


the spoken word or written word or by using a visual or by
some other means.

But how is this achieved?

Let us consider an example of a message appealing to residents


of a locality to plant saplings to make the environment greener.
This message may be disseminated through radio or television.

Similarly, a website can also provide information. The website of


a college would provide vital information on the courses offered,
procedure for applying for the courses and so on.

All these are examples of tools or techniques used in public


relations.

The PR tools used to communicate to the public can be broadly


classified as follows:

 Oral communication
 Printed and graphic communication
 Print media
 Outdoor media
 Broadcast media (radio, television, films)
 Other media (websites, endorsements, exhibitions)

Oral communication is similar to interpersonal


communication where there is a two way communication. This
is also called face to face communication or person to person

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communication. This was the only form of communication
when there were no means of modern communication.

Oral communication is an effective PR tool which allows for


questions and clarifications.

Consider the example of Prime Minister or President


addressing the public on special occasions like
Independence Day through the radio or television. This
is an example of a speech which is a primary form of
oral communication. A good speech helps in effectively
communicating to the public. If the speech is delivered
before a live audience, it provides an environment for a
two-way communication.

Interview is another form of oral communication where you


find one person asking questions and the other answering
them. The former is called an interviewer and the latter the
interviewee. In this method, the interviewee gets an
opportunity to impress the audience, fulfilling one of the goals
of public relations.

PRINTED AND GRAPHIC COMMUNICATION

 Fliers which are sheets of paper which provide information


and also referred to as Handbills represent the simplest and
easiest form of information tools used in public relations.
These were the first written material used for public
relations. They are generally unfolded sheets posted on
bulletin boards, delivered by mail or distributed by hand
and present a single message rather than a series of
separate message units. They are time specific, address a
particular event and sercve awareness objectives through

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 information. Fliers can be made effective by enhancing their
visual appeal.

 Brochures: When the message to be conveyed must last


longer in the minds of the audience, then one sheet of
information, as in a flier, may not be sufficient. In such a
case, a multi-page publication or in other words, more than
one page of printed matter, is produced as a PR tool.
Depending on their size and purpose for which they are
developed, they are called leaflets, folders or
pamphlets. All these publications are called brochures. A
brochure may be defined as a ‘ folded sheet of information
which can be read like a book and provides information
which is relevant over a longer period of time’.

Examples of brochures:

A brochure produced by a university provides information


about its campus, courses offered, fee structure, hostel
facilities and so on for students who are seeking admission
to its colleges.

Similarly, a travel agent brings out brochures which give


information on tour packages organized by them for
tourists.

Newsletter is a printed publication produced at regular


intervals and is distributed to a particular audience seeking
information. A newsletter should focus on information
relevant to its public or audience. The content of a
newsletter is presented in a writing style that is less formal
and letter-like. For example, a newsletter published by a
college consists of information about activities conducted

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during a particular period, special achievements by
students or teachers, retiring employees, new entrants etc.

PRESS RELEASE

A press release is different from other forms of printed


communication that have been discussed so far. A press
release is the most important form of written communication
used by a public relations professional to announce something
to the media. It is mailed, faxed or e-mailed to the media. The
text of the press release is written in the form of a story with an
attractive heading so that the media quickly grasps and
circulates the message through
newspapers/radio/television/internet.

PRINT MEDIA

Newspapers and magazines form a part of print media. Now let


us see how print media is used as a PR tool. Advertisements
which appear in newspapers and magazines are examples of PR
tools used in the print media. They consist of textual messages
as well as some visuals or
pictures. They are worked out effectively to attract the reader’s
attention away from other competing advertisements.

OUTDOOR MEDIA (poster media)

Huge boards prominently displaying messages on a particular


brand of mobile phone or services offered by a private airlines
are seen dazzling in the night sky and generally do not go
unnoticed and. These are called hoardings , most of which
are electronically operated to make them attractive and catch
the attention of the viewers. This is an example of an outdoor
medium which is a popular tool used in public relations.
8 PRODUCER: RANBIR SINGH
AJK-MCRC, JMI, N. D.-25.
Likewise, messages popularizing milk and milk products can be
seen written on bus panels and on huge boards at bus
terminals, airports and railway stations where a lot of people
come together. These forms of communication are commonly
referred to as poster media. Here, the emphasis is on the
visual messages or what is visible to the audience. The poster
message carries a strong illustration with a meaningful headline.
This form of communication is used to remind the audience
about a certain product or idea.

Another form of outdoor medium are huge balloons suspended


in the air with a message written on them. These are hot air
balloons which can easily capture the attention of the public,
and thus help in public relations.

However, you find that some forms of outdoor media such as


hoardings erected
on the roadside provide very little viewing time for the viewer
and thus do not help in effective communication.

BROADCAST MEDIA

Messages and music can be heard on radio which is a broadcast


medium.
The characteristic feature here is the sound which creates an
impact on
the listeners. Radio advertisements which combine music and
messages is a typical example used for public relations.

Similarly, in the case of television, pictures or images can be


seen along with messages or music which can be heard. These
images have certain characteristic features. They are seen to
move as well as make sounds, thus creating a huge impact on
viewers. Reality music and dance shows, cricket matches which
9 PRODUCER: RANBIR SINGH
AJK-MCRC, JMI, N. D.-25.
are sponsored by business organizations are examples of
television being used as a tool to attract public attention to a
particular product.

The images seen on broadcast media such as radio and


television can be compared with the images and text found in
the print (news papers and magazines) and poster media. In
the print and poster media, they are found to be static or in
other words, they do not move. Therefore, it can be seen that
the broadcast media offers possibilities for movement and
sound, making it possible to present creative and attractive
images. Likewise, images on the internet offer scope for
including movement and sound, making it a very appealing tool
for communication. Promotional offers made by the Indian
Railways provide an example of the internet being used a PR
tool for communication.

OTHER FORMS OF MEDIA

WEBSITES

A website is a collection of web pages and images which is


accessible to the public through the internet. The internet web
is the most commonly used form of media for public relations.

Obtaining information about various trains and also making


reservations on these trains has been made possible by the
Indian Railways through its website. Compare this with a
situation in which one has to go all the way to the railway
booking counter for the same purpose. This is an example of a
PR exercise by the railways for the benefit of the public.

From the above example, it can be seen that the internet web
has enabled quick access to information and services. The

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internet is thus rapidly changing the way in which organisations
provide services to their public.

The information in a website is presented in an easy and


understandable format. Web pages are designed with catchy
illustrations to make them attractive and thereby grab the
attention of the public. The internet web is thus an amazing tool
for public relations.

CELEBRITY ENDORSEMENTS

Celebrity endorsement is a PR tool which persuades audiences


to buy products such as soft drinks, soaps, eatables, clothes,
toothpaste, beverages etc. by creating awareness/ interest in
them through celebrities or popular people.

EXHIBITIONS

Exhibition is another PR tool to enhance public relations activity


wherein the exhibits or items displayed leave a lasting
impression on the minds of the people. It involves participation
of people on a large scale and products can be exhibited and
demonstrated in a relaxed atmosphere.
Exhibitions also provide scope for generating business.

HISTORY OF PR

Public Relations is as old as human civilisation. It has existed in


one form or the other. There are umpteen examples of its
varied form, content and end use. An ancient clay tablet, found
in Iraq, told the Sumerian farmers how to grow better crops.
That was over 4000 years ago.

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King Ashoka sent his own children to Sri Lanka to spread the
message of Buddhism. Fromhis angle, his daughter
Sanghamitra was the first woman public relations executive in
history.

The Arabian Tales relate stories about kings like the celebrated
Sultan Haroon-Al-Rashid who went around in disguise at night
to see for himself what the people felt about his administration.

Professional bards were often invited to sing the glory of kings


and queens. There were people like Bhadro in the Ramayana
who is said to have reported to Rama about popular feelings
and perceptions. All these are examples of public relations
which existed in one form or another in ancient India. All
religious teachers from Gautama Buddha to Sankaracharya to
Nanak and Kabir communicated in a language which the
common people found easy to understand. They were all master
communicators.

One of the 20th century’s foremost public relations men and an


outstanding example of a master communicator is that of
Mahatma Gandhi.

Spiritual leaders like Baba Ramdev and Sri Sri Ravishankar have
also been
successful in developing a huge mass base consisting of their
followers by their simple and direct approach.

All of them preached in a language which was understood by


the masses with a view to changing their mindset in a particular
direction.

GROWTH OF PR IN INDIA

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By comparison, PR is relatively young in India but the issues are
similar: about right and wrong; ethics and morality.

A systematic and organised practice of public relations in India


began with the Indian Railways. The Great Indian Peninsular
(GIP) Railways, for example, carried on a campaign in England
in the 20s to attract tourists to India. Within the country, its
Publicity Bureau introduced a travelling cinema which held open
air shows at fairs, festivals and other places. This Bureau also
undertook extensive advertising in newspapers and journals
besides participating in exhibitions abroad to popularise the
Indian Railways and tourist traffic.

During the first World War (1914-1918), the Government of


India set up a Central Publicity Board. This was the first
organised PR/Information set-up of the Government of India. It
was renamed as Central Bureau of Information , afterwards
renamed as Bureau of Public Information, and functioned as a
link between the Government and the Press. One of the items
on its agenda was to find out where the action of the
Government was criticised. In today’s parlance, we call it
"feedback".

After Independence, in 1947, the Government of India set up


the Ministry of Information and Broadcasting, employing
professionals to look after the function of public relations.

There are specialised units in this Ministry which handle the


public information of the government of India. They are called
‘media units’ and inform people about the plans and
programmes of the government.

All India Radio (AIR)


Doordarshan Kendra (DDK)
13 PRODUCER: RANBIR SINGH
AJK-MCRC, JMI, N. D.-25.
Films Division (FD)
Press Information Bureau (PIB)
Registrar of Newspapers on India (RNI)
National Film Archives of India (NFAI)
Indian Institute of Mass Communication (IIMC)
Photo Division
Film and Television Institute of India (FTII)
National Film Development Corporation (NFDC)
National Centre of Films for Children and Young Persons
(NCFCYP)
Directorate of Film Festivals
Publications Division
Directorate of Film Publicity
Directorate of Audio-Visual Publicity
Song and Drama Division
Research and Reference Division

The above media units specialize in the use of a particular


means of communication to convey information to the public.

To achieve this, a wide variety of media like the press,


advertisements, performing arts, group discussions, books,
television, radio and films are used. For example, the Press
Information Bureau (PIB) uses the medium of print while the
National Film Development Corporation (NFDC) uses the
medium of film.

As in the case of the Central Government, every state


government
has a public relations department which disseminate information
to their public through their media units. However, the structure
is less complex and need based.

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AJK-MCRC, JMI, N. D.-25.
Each State has a Directorate of Information and Public Relations
which carries out its functions with the help of Field Publicity
Officers.

The public sector has, however, made a significant contribution


to the birth, nurturing, growth and professionalism in public
relations.

Public relations in its true sense started with PSUs like HMT,
BHEL, Bhilai Steel Plant, followed by NTPC, Indian Oil, VSNL,
NHPC, ONGC-- to name a few.

With multinationals making their entry into India in a big way


and even Indian companies exploring opportunities abroad, the
future of PR in India is seen to be very bright and gives a new
hope for its growth.

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ACADEMIC SCRIPT

Public Relations are best defined not just by any


verbal declaration of what it is, but by what it
does. Good PR represents functions to create an
internal atmosphere of solid achievements which
may be communicated to the public by means of
mass media.

One of the reasons why public relations practitioners


use mass media relation to get their messages across
is the media’s important role in forming public opinion.

It is very interesting to observe how media has the


agenda setting power, meaning that the media
determines what people think about. This theory was
elaborated by theorists like Maxwell McCombs and
Donald Shaw in 1972. The PR practitioner exploits this
theory for their benefit. The media shapes public
opinion. It tells people what is happening in and around
and the way it projects it shapes how people think of it.

Various organization approach PR in different ways,


depending on the nature of the institution, its objective
and the public involved. Thus PR practice is the
discipline that is concerned with the reputation of the
organization with the aim of earning under-standing.

There are numerous ways or techniques to


conduct Public Relation activities. Some of them
are: Press Releases, News Letters, Publications,
Posters, Events, Lobby Groups and the Internet.
Now let’s try and understand their role one by one

PRESS RELEASE:

This is the most traditional tool of PR. It is also referred


as Media Release. An organization or an institution
announces information newsworthy in the media. The
purpose of doing so is to bring in the favorable media
attention to the organization or institution. The press
release could be in written form given to the media or
it could also be a video release.

It is a documented thorough brief announcing a range


of information about the company, organization or
institution. The press release is a kind of formal
document that is given to the reporters and various
media so that it further gets published in the
newspapers or gets covered in some other media.
A press release could be about a launch of services,
products or offers or about the achievements of the
company.

The Video News Release is broadcasted for the


television viewers. It is mainly used by film and
television celebrities.

Moving on to the next technique that is

NEWSLETTERS AND PUBLICATIONS:

This is mostly a technique used for internal


communication activities. The newsletter covers the
information about the company that is relevant to its
employer or the employee. It can detail out the
achievements of an employer, success stories of any
campaign that the company might have launched or
perception in the business surveys that take place.

Internal newsletters are especially beneficial for


businesses that operate in different locations and have
many employees.

Typical company newsletter topics include a message


from CEO, latest news, kudos, upcoming events,
employee birthdays, promotions, and other
announcements.
The other publication content can have detailed stories
of the journey of the company, its vision, plans for the
employee, targets and so on.

Some companies encourage the employee’s


contribution to the newsletters and the publication.
This gives them a sense of belonging and responsibility
and thus generates goodwill.

Interviews and features are also frequently used as


vehicles to further public relation strategies. They are
more detailed information about the plans of the
organization meant to be known to the public.

For example: An interview of a CEO of a company, at


the time of recession. The CEO addressing the cause
and justifying the need to the cut down with a promise
that it is good for the company’s health and thus for its
employees.

Feature stories or video stories are more detailed. It is


more engaging as it could have more insight and
references from the past and future plans. It is
different from a news story. Features take time to tell a
story, instead of rushing through it the way news
stories often seem to do. The Feature as Public Relation
technique gives its public a more elaborated idea about
the organization or the plans of the CEO meant for the
public to know.

Now let us discuss a very interesting PR technique.

POSTERS:

It is one of the most effective PR tools. With the use of


posters one can make an effective and lasting PR
campaign.

Generally, pictures and interesting depiction of ideas in


a visual way lasts longer in people’s memory. Posters
are one such visual communication tool that
spreads the message across the range of
language communication and thus caters to a
bigger target market.

The posters used in PR should be based on good


research about its audience. It should have a planned
approach in preparing the content of the poster.

Few things are to be kept in mind while preparing an


effective poster campaign:
 Some posters are seen to be text heavy. It has
lot of written content in it. In such a case the
posters should have distinctly readable text.

 The comprehension of the message should be


such that the reader or the audience gets the
message without any confusion
 It is important to communicate the message
that clearly states the good intentions of the
company to serve its consumers. Building a
positive image by giving consumers a good
feeling is the purpose of effective PR.
 The pictorial display of the Poster should have
wise use of colors. One designing the poster
should keep in mind the Color Psychology of its
target audience. The colors in the poster should
not be jarring and overshadow the message in
the poster.
EVENTS AND PSEUDO EVENTS:

Holding events are also one way of conducting


Public Relations. Organizing events bring
attention to the brands or names of the
organizations associated with it. Nowadays it is
very common thing that we can see so very often.
Such activities cover lot of the promotional activities of
the brands. These days’ educational institutions also
hold events like education fairs in the interior places of
the country. This helps them promote their business at
places where people are least aware of it. They get a
ready audience as people are eager to know more
about education opportunities.

Similarly there are job fair, business events, fashion


shows and so on. The difference in such an event is
that there is no buying and selling happening. It is a
promotional activity meant for earning goodwill which
further builds Public Relations.

Pseudo events: These are also events held by


companies, organizations, institutes or rich people to
get media attention. “These events are called Pseudo
because they do not serve any purpose or benefit the
public. They are purely done to get publicity in the
media. For a brand it is very important to be visible in
the media. Moreover, it is absolutely necessary in a
competitive market”.

For example: The big size wedding of the film stars


and its media coverage do not serve any purpose but it
is more of a publicity that the audience is hooked at.
The term was coined by the theorist and historian
Daniel J. Boorstin in his 1962.

Other instance could be a politician’s address to the


public in a rally. The use of strong words and slogans
later become unique selling point of that event. The
media brings out those sentences and slogans in its
discussions over and again and thus the event gets
adequate publicity.

For example: Tony Blair’s phrase ‘tough on crime,


tough on the cause of crime’ from a speech became a
memorable phrase.

Public Relation workers are either employed by an


organization as part of its in house PR department.
They could also be hired by a PR consultancy that is
retained by numerous organizations to undertake
public relations work. Some people also work on their
own as freelance practitioners.

LOBBY GROUPS:

According to Cutlip et al, lobbying is a specialized part


of PR that builds and maintains relations with the
government primarily for the purpose of influencing
legislation and regulation. For example: The lobbying
efforts of India and diplomats in Washington forced
President Bill Clinton to issue statements in favour of
India against Pakistan.

A lobbyist is essentially a PR specialist. They


must know people in the government and
bureaucracy, who would help them to achieve
their goals. They should also be aware of the
legal frame work of operations of courts,
parliament, legislative assemblies and other local
bodies. They must go through legislative
channels to put his point across to the decision
makers who are usually top bureaucrats and or
people with great political influence. Normally
such PR people are lawyers, government officials,
management gurus, foreigners and so on.

For example: the Swedish helped the LTTE and Sri


Lankan Government to declare ceasefire in Sri Lanka.

A PR lobbyist act as bridge among two parties


that are trying to interact with each other to sign
a deal or get a law passed in the Parliament.
India has seen numerous instances where a PR
executive has tried to politically lobby. We have
heard of telephonic conversations between PR honchos
and politicians, corporates, industrialists, government
officials, bureaucrats and journalists.

Lobbying must be closely coordinated with other PR


exercises, which are directed towards the non-
governmental public. A personal meeting would be an
ideal tool for a lobbyist to win the battle.

SOCIAL MEDIA/SOCIAL NETWORKING:

The use of internet marks today’s fast networked


world. It is the fastest way of disseminating messages
among the internet users. Brands today launch
parallel PR campaigns on the internet. The
viewers read it and get to know about it. The
social networking website like Facebook, Orkut,
and Twitter and so on are used to spread
messages about various events and exhibitions.
These days internet is used vigorously to create
opinions on various issues. The trail of comments,
mails, posts and blogs today share good space in
forming public opinion. An online PR strategy can help
build a web presence that gets great search engine
visibility, social interaction that deepens relationships
with your stakeholders and builds your brand, click-by-
click. A brand is built with public relations. Every
interaction you have with your public either builds or
damages your brand.

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