Public Relations

The following query was received from a student:

What is Public Relations and what are the career opportunities available in this field?

Shruti (Mumbai)

Reply by Futuremap counsellor:

Dear Shruti,
Public Relations has been defined as the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and the public. The aim is to put across an image or a message to which people can relate and to which they can respond favorably.
There are two types of operations namely, public relations consultancy and in-house public relations department. A public relations consultancy will work for a variety of client organizations; consultancies vary from a one person operation to large companies in their own right. They are also known as agencies. The in-house public relations department works on policies and programs suitable only for the parent company or organization. The department might also be called public affairs or corporate communications, with PR officers known as press or information officers. Corporate communication as assumed an important place in any company structure today. Corporate India is going to see a huge demand for corporate communicators in the near future.
All kinds of organizations and groups use PR- government, public services, business and industry, manufacturers and retailers, charities, trade unions, trade and professional associations, lobbyists, arts organizations, etc.

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