As stated earlier, public relations is not used to determine profits of an organization rather is now introducing the human factor into the management. That is, management is more concerned with what people think about them than how much monery to be made out of them.
Shelter in his book “public opinion in American society (1960) states that “the activities performed by an individual or a group in order to create a political real public relations that will be favorably disposed towards a predetermined object constitute public relation”.
As your business grows, it naturally becomes a more prominentelement in your community and your industry. That means that whatit does naturally becomes more worthy of notice. And that meansimproved opportunities for using public relations as a bigger partof your marketing mix. PR is an excellent tool because it gives youexposure you don't have to pay for directly. The term "directly" ischosen carefully here. True, you may not have to cut a check to abroadcaster or publisher when your company is mentioned in a newsreport. But good PR rarely happens without effort. Getting goodpublicity usually requires careful planning, persistent effort,and, often, spending money for press release mailings, copywritersand PR consultants.
Public relations mean different things to different people. It is therefore difficult to define it in precise terms. It is seen in a much large perspective than what it used to be as the profit determinants of most managements, hence it is fast assuming dimension that are oriented towards public services and public satisfaction.
In broad terms, the public relations function is to establish and maintain a mutual understanding between its public and to communicate a company’s view, objectives and purpose while at the same time monitoring feed back and correcting the public attitudes and reactions.
The term corporate public relations express the new development in modern management and are reflection of a more fundamental concept that have been reshaping management’s directions in recent times.
Just what is public relations? And how does it differ fromadvertising? Public relations is the opposite of advertising. Inadvertising, you pay to have your message placed in a newspaper, TVor radio spot. In public relations, the article that features yourcompany is not paid for. The reporter, whether broadcast or print,writes about or films your company as a result of information he orshe received and researched.
Edward Bernaps said that this rapidly changing world, the obligation of a company’s management are no longer limited only to increasing sales, and profits but by winning friends and influencing people”. He further explained that the growth and survival of an organization depends solely on the services it offers the society. That is improving social conditions of the public. However, Stenki pointed out “proper measurement can enhance the importance of the public relations function in management eyes and contributed in helping both short and long term corporate objectives”
From these background, we can conclude that business does not operate in a social vacuum. If they are to ensure long term survival, they need to respond to the growing public criticism of their activities and to be seen to make a positive contribution towards meeting society’s goal. For this premise, it can be observed that corporate public relations in modern management is an age when public good is fast becoming the greatest consideration of all.