Public relations is fundamentally the art and science of establishing relationships between an organization and its key audiences. Public relations plays a vital role in aiding business industries create strong relationships with customers.

Public relations involves supervising and assessing public attitudes, and maintaining mutual relations and understanding between an organization and its public. The event of public relations is to enhance channels of communication and to institute new ways of establishing a two-way flow of information and understanding.

Public relations is beneficial in aiding:
* Corporations convey information about their products or services to potential customers
* Corporations reach local government and legislators
* Politicians attract votes and raise money, and craft their public image and legacy
* Non-profit organizations, including schools, hospitals, social service agencies etc. boost support of the programs such as for instance awareness programs, fund-raising programs, and to improve patronage of the services

Public relations in present times employs diverse techniques such as for instance opinion polling and focus groups to judge public opinion public relations Delhi, along with a variety of high-tech methods for distributing information with respect to their clients, including the net, satellite feeds, broadcast faxes, and database-driven phone banks.

As public image is very important to all or any organizations and prominent personalities the role of public relations specialist becomes pertinent in crisis situations. Public relations agencies provide important and timely transmission of information that helps save the face of the organization. In the words of the Public Relations Society of America (PRSA), “Public relations helps an organization and its public adopt mutually to one another.”

Experienced public relations agencies have formulation press releases into which they could plug the company news, as well as a targeted set of publications because of their industry. Truly good public relations agencies generally have a great working relationship with key reporters, boosting their chances of getting coverage. Some public relations agencies deal only with large, established clients, while smaller boutique public relations agencies specialize using areas.

At present public relations as a career option exists in private companies or government institutions that actively market their product, service and facilities. Public relations training courses are widespread in educational institutions. In line with the U.S. Bureau of Labor Statistics, there have been 122,000 public relations specialists in the United States in 1998 and approximately 485,000 advertising, marketing, and public relations managers in all industries.

Most public relations practitioners are recruited from the ranks of journalism. Public relations officers are highly trained professionals with expertise and knowledge in several areas, for example shareholder management within a crisis, the evolving role of the in-house public relations professional, account management skills for public relations, an introduction to financial public relations, an introduction to consumer public relations, an introduction to public relations software etc.