“Advertising is what you pay for, publicity is what you pray for” – Helen Woodward
Well, the first question that arises to one’s mind after reading this statement is that if
one cannot pay for publicity than what should s/he do to publicize his/her
organization?
If your quest to find a meaningful answer to this question is still not over, then don’t worry my friend, we got you covered.
Positive publicity is one thing that every organization, whether big or small, wishes for these days. In the era of cutthroat competition, publicity and branding are two aspects that provide you a cutting edge over others.
This is where the realm of Public Relations comes into action. This domain deals with
creating a positive brand image of individuals/ organizations in front of their target
audience through unpaid and earned form of communications.
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According to the books:
Public Relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their
public through unpaid & earned form of communication.
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But, in my strong opinion, Public Relations is so much more than this. It is a domain
that lets you shape people’s opinions about yourself and your organization. For a
Public Relations Enthusiast like me, it’s a creative space that allows me to exercise
my word crafting skills to inform and persuade people about organizations/
products/ services which I personally believe in.
Moreover, this domain provides a stellar opportunity to work with an organization,
the company, government, or individual to cultivate a story that portrays the client’s reputation, idea, product, position, or accomplishment in a positive light. It permits you to use your storytelling skills and create a vibrant image of the organization amongst its target audience through various forms of media.
Relation building is another integral part of this domain. The PR professionals on a
regular basis work on relation-building with journalists and reporters of various media platforms so that they can increase the brand visibility of their client’s organization.
The domain of PR not only assists an organization to build & maintain a positive brand image amongst its target audience, but it also assists the organizations in times of crisis. During a crisis, a good PR professional can effectively work towards reducing the collateral damage by efficiently improving the internal as well as external communications of the organization.
Finally, it can be summarized that a good Public Relations team can assist your organization to grow ten-folds by creating a positive brand image amongst your target audience.

Source:- https://twenty7inc.in/understanding-the-depths-of-public-relations-...