Marketing Communications

SUMMARY: Public Relations practice is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public. Public relations can be classified into two types – Corporate public relations and Marketing public relations. Corporate PR activities are aimed at maintaining cordial relations and gaining the goodwill of various internal and external stakeholders who may influence the well-being of the organization in the long run. Internal stakeholders include employees and shareholders. External corporate PR can take the form of public affairs, financial PR, or media PR, depending upon the external audience it deals with. Marketing PR complements the various marketing activities that are aimed at improving the sales of an organization’s products among retail consumers or institutional clients.

Public relations process involves understanding of public