Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks contribute to its public relations. In his campaigns, messages were based on economic theory, combined with situational ethics derived from psychological and scientific concepts. Public relations plan should be implemented carefully. Organizations use various terms to describe the public relations function, calling it corporate communications, public affairs, communication, and even external affairs. ), Outdoor Media (hoardings, gantries, kiosk poles, display ads on mobile vans, visual ads on the railway station, airports, restaurants, and other public spots). In fact, in 2012, the Public Relations Society of America accepted a few thousand submissions before finally agreeing on a definition: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” comprise Printed Literature, which keeps the record and helps inform and persuade the target audience about a product, service, or an idea. Media people should be considered as a market in which the PR professionals should try to satisfy. Public Relations is concerned with or dedicated to creating mutual understanding among groups and institutions.”. Special events used as PR tools range from news conferences, press tours, grand opening, multimedia presentations, and star-studded spectaculars. However, the most precise method of measuring public relations results is to analyze sales and profit impact if necessary data is available. Advertising and the Publicity side of Public Relations expanded speedily in the 1920s, driven along by pioneers’ self-publicizing efforts and numerous business books on Publicity and Public Relations. Also, in these times of aggressive marketing and promotional strategies, promotional literature, and material referred to as P.O.P., i.e., point of purchase, is a vital tool as it influences the consumers’ decision regarding the purchase of any product. Public Relations can be understood as the management function that evaluates public attitudes, informs the management about public opinion, finds out the policies and procedures of an individual or an organization aiming public interest, and executes a program of action to earn public understanding and acceptance. The second philosophy sees the Public Relations representative as a hired conduit for a point of view that he/she may not personally believe, and that is the toughest part. The message can also be communicated through Films/Short Films or Documentaries based on a particular subject. Major public relations (PR) tools include news, speeches, and special events. Public relations personnel execute the program through such vehicles as news releases, media advisories, newsletters, Internet and Web postings, special events, speeches, and community relations programs. Objectives should then be translated into actions followed by the evaluation of results. The house journals, annual reports, brochures, catalogs, booklets, leaflets, annual reports, direct mail, etc. This will ensure timely executions of PR plans. The first philosophy categorizes the practitioner, while paid, simply advocating a principle that he/she already believes in. These programs are entertaining as well as informative, and people look forward to such programs in advance. Public Relations is influencing behavior to achieve objectives through the effective management of relationships and communications. PR executives should first set objectives for public relations. And the impact of the news media like the internet, teleconferencing, mobile communication, social media, etc. Then another medium is Radio, which is a mobile medium and possesses the qualities of a direct personal medium as it uses the spoken word for the most part to convey the message. These objectives should be specific, pragmatic, and capable of being turned into marketing goals. Exhibitions are another device that serves as an effective tool for PR. Public relations includes activities directed towards building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events. These may include feedback from the public, media reporting and editorial comment, analysis of trend data, other forms of research, personal experience, and government pressures andregulations. Instead of long speeches and boring sessions, they display the Posters, Photographs, Animated Flow Charts and Diagrams, Murals, Sculptures, Audio-Video Aids, and interesting Literature, etc. Public relations is the art of crafting and delivering messages that inform and persuade the public, and get people to change opinions or take action. The major public relations decisions are setting objectives, choosing messages and vehicles, implementing the plan, and evaluating public relations results. First, PR is used with other promotion tools. Budget and staffing are also major considerations. Films make a powerful impact on the audience with their audio-visual qualities. Media Relations is an important activity of Public Relations and an important tool for a Public Relations Practitioner because good Media coverage and support from Media can be availed only by maintaining healthy and good relations with media persons. Edward L. Bernays said, “Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution.”, Herbert M. Baus defines Public Relations as a combination of philosophy, sociology, economics, language, psychology, journalism, communication, and other knowledge into a system of human understanding.” –, Fortune (Magazine) defines Public relations are; “Good performance, publicity appreciated because adequately communicated.” –, Robert Heilbroner said, “Public Relations is Dale Carnegie – winning friends and influencing people – writ large.”. Public relations (PR) is the art of managing how information about an individual or company is disseminated to the public.