Public relations is a dominant tool for building a company’s image among the masses and is an invaluable tool in forging consumer perception. Businesses that care about their reputations and relationships with the public are often the ones that are most successful in the long run and this is why they hire public relation agencies to analyze the business process, find the beneficial messages and formulate those messages into attractive and positive media stories without sounding biased or dishonest in any way.
Even thought the role of public relation agencies and advertising agencies may seem identical, there is a subtle but important difference in the way they operate in order to shape the image of a business. While advertising is paid-for by the client to create awareness and is largely viewed with a healthy suspicion by the public, public relations on the other hand are more likely to be given credibility by the same people because they incorporate third-party validation and are generally thought of as earned or free media. It is for these reasons that a majority of businesses place a lot more importance on their public relation efforts since an increased recognition and reputation is ultimately the goal behind all such efforts.