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Public Relations is a practice that has not attracted a favourable reputation in the past. Because crisis communication is one of the main areas that public relations works in, the business is perceived to be a cover for dodgy dealing and unlawful business. However, a good public relations company can increase a company’s profits, build trust with the organisation’s publics and publicise the services or products that the business is selling.

Many people view public relations as an arm of advertising. But whereas advertisers pay for publicity in the media, public relations does not pay for media coverage. Public relations relies on gaining endorsements from third party organisations. Press releases, appearances on television shows, and speaking at conferences are some of the ways in which public relations gets their organisation exposure. Media relations is one of many sectors in which public relations is used by companies.

Possibly the most important sector of public relations is investor relations. Managing the relationship between the company and the people who invest financially in it is vital to maintain the company’s image and financial security. The investor relations branch of the company handle inquiries from investors and shareholders, liaise with the department responsible for legal and regulatory matters which concern shareholders and have a hand in crisis communication.

Labour relations are important so that a company’s directors and the general staff remain on good working terms. The labour relations team will work with trade unions and other official labour representatives to prevent strikes, working disputes and to prevent bad publicity from these type of actions.

Public relations advises companies to build trust with their publics through acts of good will and philanthropy. Doing charity work or sponsoring development in the company’s surrounding community builds trust with potential customers whilst holding fun events and handing out bonuses and awards work well for labour and investor relations.

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