Today the role of public relations includes:

3. Public relationsIt’s the art and science of talking to the right audience in the right voice. It influences and shapes a company’s image, reputation, brand perception and culture.

5. Today the role of public relations includes: • building awareness and a favorable image for a company • closely monitoring numerous media channels for public comment about a company and its products • managing crises • building goodwill among an organization’s

6. Other public relations disciplines include: • Financial public relations • Consumer/lifestyle public relations • Crisis public • Industry relations • Government relations

7. Tools: There are various tools that can be used in the practice of public relations.

9. Targeting publics A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience.

11. Negative public relations, also called dark public relations (DPR), is a process of destroying the target's reputation and/or corporate identity.

12. The building of a dark PR campaign, also known as a dirty tricks or a smear campaign is a long and a complex operation.

13. So, public relations is used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations.

14. Thank you for attention!