Description
Arjun Publishing House Public Relations : Nature and Scope by N Prabhakar and N Basu
Public Relations (PR) is the practice of conveying messages to the public through the media on behalf of a client, with the intention of changing the public's actions by influencing their opinions. PR practitioners usually target only certain segments of the public, since similar opinions tend to be shared by a group of people rather than an entire society. However, by targeting different audiences with different messages to achieve an overall goal, PR practitioners can achieve widespread opinion and behaviour change. The fundamentals of public relations are discussed in the present volume. It discusses the need for public relations, its nature, scope, limitations and the process of public relations in detail. It will be serve as a highly informative reference tool for all those interested in public relations, journalism and mass communication.