Public relations is define as a variety of programmed designed to improve, maintain or protect a company or product image.

PR department perform the following five activities-

1. Press Relation:- The aim of pres relations is to place newsworthy information into the news media to attract the attention to a person product or service.

2. Corporate communication:- This activity covers internal and external communications and promotes understanding of the organization.

3. Product publicity:- Product publicity involves various efforts to publicize products.

4. Lobbying:- lobbying involves dealing with legislators and government officials to promote or defeat legislation and regulation.

5. Counseling:- Counseling involves advising management about public issues and company position and image.

The appeal of public relations is based on its three different qualities-

1. High creditability:- News stories and features seem more authentic and credible to readers then ads to.

2. Off guard:– PR can reach many prospects who might avoid sales people and advertisements. The message gets to the buyer as news rather then as sales directed communication.

3. Dramatization:-PR has, like advertising, a potential for dramatizing a company or product.

Marketing PR can contribute to the following tasks:-

1. Assist in the launch of new product

2. Assist in repositioning a mature product

3. Build up interest in product category

4. Influence specific target groups

5. Defend products have encountered public problem

6. Build the corporate image on its products.