The discipline of public relations is still not fully understood and hence under utilized in Pakistan. Most organizations consider PR as an extension of their advertising activity and, as such entrust the job to the ad agency deeming it an added expense to hire a PR company.

A clear understanding of public relations is necessary. PR is the management function, which evaluates public attitudes, identifies the policies of an organization keeping in mind the public interest and plans and executes a program of action to earn public understanding and acceptance.

Moreover, PR is not merely press relations although media management is a very important part of most PR programs. Most important PR practices include everything directed towards improving communications between people or organizations. In the newly emerging corporate culture, corporate heads and organizations are turning to public relations for a number of reasons. Sometimes the organization or individual feels strongly about a certain issue and is not sure of the public response. At other times, there maybe a need to further propagate or popularize a cause. Then there is the realization, especially in private sector organizations, that good-will must be fostered amongst people within the organization in order to motivate them towards better output. In short, PR includes everything that is calculated to improve mutual understanding between an organization and all those whom it comes into contact with – both within and outside.

SHOW LESS