Public Relations is the art or science of establishing and promoting a favorable relationship with the public.

PR is about helping promote a favorable relationship between a company and its customers and prospects. But PR is not just publicity, though publicity is one of the methods used in achieving the goal of PR. These activities could be anything, even policies used to create public interest in a person, idea, product, institution, or business establishment. PR, however, is not propaganda. On the other hand, it does involve ating an advantageous image for the client through various means.

Information flow between organization and public
PR is about helping promote a favorable relationship between a company and its customers and prospects. The idea is to keep the key stakeholders informed about an organization, company or entity.

Positive exposure
PR is not just publicity, though publicity is one of the methods used in achieving the goal of PR. These activities could be anything, even policies used to create public interest in a person, idea, product, institution, or business establishment. PR, however, is not propaganda. On the other hand, it does involve creating an advantageous image for the client through various means.

Brand management
Though a marketing concept originally, brand management is about keeping the brand alive in the customers’ mind and increasing its perceived brand value.  PR is a vital instrument in brand management, in that it constantly seeks to ensure there is brand recall, thereby increasing the brand value.

Relationship management
Going hand in hand with brand management, relationship management straddles many planes. At its simplest, it involves a seamless flow outwards from the company and inwards to the company from the stakeholders. But since the latter is arbitrary at best, it involves other tools such as media monitoring and on-demand surveys.

Crisis handling
In any set up, crises are common. They can be induced due to external factors or could be an internal occurrence. They can vary in size and scale. However, the consequences can be devastating if not handled properly. The object of good PR is to allay fears, handle the situation vis a vis the media, be objective and realistic and ensure there is minimum damage to the reputation to the organization in question.