(a) What is public relations? (b) State and explain five media of public relations.

(a) What is public relations?

Public relations (PR) is the deliberate, planned and sustained effort by an organisation to create, establish and maintain mutual understanding and goodwill between itself and its various publics, such as customers, employees, shareholders, government and the general community. Its aim is to build and protect a favourable image and reputation for the organisation.

(b) Five media of public relations

1. Press/News releases: The organisation issues statements to newspapers, radio and television to inform the public of its activities and achievements and to correct wrong impressions.
2. Exhibitions and trade fairs: Displaying products and services at fairs allows the public to see and appreciate the organisation and interact with its staff.
3. House journals and magazines: In-house publications distributed to staff and customers pass on information about the organisation and foster a sense of belonging.
4. Sponsorship and donations: Supporting sports, education, health and community projects wins public goodwill and presents the organisation as caring.
5. Conferences, seminars and open days: Meetings and factory visits give the public direct contact with the organisation, allowing questions to be answered and confidence to be built.

Other acceptable media: advertising, social media/websites, and courtesy visits.