Using A Range of Channels as Part of an Integrated PR Campaign.

From this paper it is clear that&nbsp.the public relations is an activity that is carried out intentionally, with a particular plan for achieving a result. It is representative of a continuum of activity and inculcates the two-way communication process where the organization will take steps that are in the interests of both the organization and the target group. The fact that public relations is dependent on publics is a very critical factor for the success of the company. The public gives reputation to the company and a commercial, governmental or any other organizational raison d’être. According to the Chartered Institute of Public Relations in the UK, regards public relations as the activity carried out for the purpose of generation of goodwill and mutual understanding between the company and the public.This study outlines that&nbsp.reputation helps the company to embed itself in the market and gives it an edge over other rivals. Furthermore, journalists, regulators, employees, customers and suppliers can have a strong influence on the organization. They all possess some view or perception regarding the organization. These perceptions are necessary to take into account by the organization since they will affect the decisions they taking regarding consumption of the products of the organizations and carrying business with it.&nbsp.As a result, public relations encompasses several aspects of marketing such as public information, investor relations corporate communication or customer relations.