Function Of Public Relations In Establishing And Maintaining Corporate Image

Abstract

Public relations (PR) is a strategic approach towards the creation of goodwill and brand image through developing a cordial relationship between the organization and its target audience. Image is the reputation or perception of a person, group or corporate body, held by others, often as a result of what they (the corporate body) do or have done. The study is set to find out two major things: To find out if PR plays a role in image building of an organization and to determine if PR plays a role in image sustenance of an organization. The methodology for the paper is the review of existing literatures in the field of PR and image building and sustenance. PR is identified as a veritable tool of corporate image building and sustenance as it helps shape the way publics of an organization see or perceive the organization. These publics can be internal or external. Internal refers e. g. to employees, and external refers e. g. to customers / clients and the society. In building or sustaining a corporate image of an organization by the Public Relations Officer, several important tools very can be identified, including press / news release, press / news conference, sponsorships, house organs, Annual General Meeting etc. Furthermore, different types of PR are presented.