Public relations agency is now integral to corporate strategy of any company in t competitive environment of global business and no company can survive without public relations. According to a famous definition of public relations, “Public relations are the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”A public relation agency works on two fold methods, on the public side, it disseminates message for a company in public affairs, community relations, investor relations, public press conferences, media events, internal events, internal communications and crisis management whereas on the other side of the picture a public relations company writes a press release, coordinate media contacts, secures credentials and lobby for an article and more.
Public relation has great power to influence public by the methods of community relations. As the community affair initiative taken within the company helps company to build a better image for itself and the major role in this exercise is paid by public relations.As PR is like telling a good story for creating an image for a company as people prefer reading good stories. And a good PR for a product or services can weave stories around them and influence public opinion. As better is the narration of your story as better it would be accepted by the public. The story here is narrated to target audience and market.Other important role played by PR in recent time is of a Brand Making along with opinion making. PR Company does all for you by communicating with target market through the process of target market relations. It does all for a company from launching a product, creating image for company and lobbying with government, etc.PR accomplishes most difficult task for a company by creating contact with news agencies and newspapers that is known as media communication. There are a vast number of outlets that a PR agency contact for media communication like, local paid-for newspaper, local free paper, local council newspaper, free county magazine, local radio and television, trade, technical and professional magazines covering the same product or services operated by the company, national newspapers, consumer and lifestyle magazines, national radio and television, etc.
Next step after knowing your media is developing communication and relation with them. Newspaper is the most conventional and popular media appealing to a public relation agency and Editor is the right person in a newspaper to get in touch with who can decide upon the fate of news article or a press release. As newspapers woks on very tight deadlines, thus news item should be provided well in advance to a newspaper. Hence it can be clearly understood that public relation agency is a must for a modern day business strategies.