Public relation is an effective tool of marketing, which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the. public interest, plans and execute programmes of action to earn public understanding and acceptance.
Objectives of public relations are as follows:
(i) Building awareness and a favourable image for a company.
(ii) Closely monitoring numerous media channels for public comment about a company and its products.
(ifi) Managing crises that threaten company's image.
(iv) It is an efficient way to reach masses.