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Public relations are one of the most powerful yet often misunderstood avenues available for businesses to promote themselves While most people think of it only as getting publicity it includes much more Public relation is a method of promotion related to an organizations overall promotional program It is a communications effort combined with other advertisingmarketing material designed to favorably influence others attitudes or perceptions towards your organization or business When used correctly public relations can be as effective as advertising yet costs much less We can also say that public relation is the positive image-building component of an organizations communications function A public relations strategy is designed to gain attention win goodwill build relationships promote a consistent image receive positive endorsements andor reinforce a corporate message It is important to use public relations when the company is taking actions that will affect special interest groups Also when an organization changes its message about product service management or when there are changes in the companys corporate structure that may concern clients investors or the public Organizations need to use public relations to let the public know its point of view Also when a company changes its name whether as a result of merging or to project another image there is a need for public relations tactics to raise awareness and reinforce its new image in the community Editorial can be many times more credible than advertising a good reputation carefully cultivated by good public relations can improve competitive edge credibility sales recruitment and relationships with partners and clients The Internet can be a useful public relations tool if it is handled properly If not information may not be discovered for months if ever It will simply be stuck in cyberspace unknown to its intended audience Hal Pawluk warns against getting caught up in the newness of public relations and marketing on the Web Pawluk 2003 He explains that because everyone is using the internet does not
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