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Volume : I, Issue : V, June - 2011 Public Relations as a Potent Tool of Sustaining Favourable Public Perception – A Conceptual Study C.Barathi , D. Nisar Ahmed , C.D.Balaji Published By : Laxmi Book Publication Abstract : It is broadly recognised that image-building is a process where communication in
all its aspects can be effectively used. A reputation, on the other hand, is defined as
the general opinion held by different people based on merits or demerits earned by
a country, a corporate or even an individual. Reputation is an enduring character
that is quietly understood. Apart from advertising, every industry and every
corporate strives, and sometimes struggles, to build a reputation and then manage
it. Companies in India are purely sales-focused and for them PR is only a cheap
alternative (with editorial publicity) vis-à-vis advertising. But with increasing
competition and customer awareness, Indian companies are realising the
importance of PR. Public relations exercises have mainly focussed on creating,
managing and leveraging relationships with trusted third parties in order to
influence the key stakeholders such as shareholders, employees, vendors and
customers. Effectively managed PR programmes ensure that they add value to the
brand and also develop and maintain consistency in the brand message. This paper
explores the importance of image management and building corporate reputation,
the role of PR in sustaining a strong corporate image, the various dimensions of PR
such as media relations, investor relations and the vital role played by PR in
communicating activities relating to Corporate Social Responsibility Keywords : Article : Cite This Article : C.Barathi , D. Nisar Ahmed , C.D.Balaji, (2011). Public Relations as a Potent Tool of Sustaining Favourable Public Perception – A Conceptual Study. Indian Streams Research Journal, Vol. I, Issue. V, http://oldisrj.lbp.world/UploadedData/287.pdf References : - Alison Theaker (2004), “The Public Relations Handbook”, Routledge, February
- Gary Davies, Rosa Chun, Rui Vinhas Da Silva, Stuart Roper (2003), “Corporate Reputation and Competitiveness” Routledge
- Jane Simms (2004), “Getting a reputation” Director, October Vol.58, No.3, p.29
- John Elkington (2003), “Trusting value”, Director, Vol.56. No.7, April, p.25
- John M.T. Balmer, Stephen A. Greyser (2003), “Revealing the Corporation: Perspectives as Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing”, Routledge
- Lisa Kember (2003), “Here’s the pitch”, Sales Promotion, April/May 2003, Vol.7, No.2, pp.19-21
- Maucher, Helmut (1994), “Cultivating a winning corporate image”, Directors & Boards, June 22
- Ronald J. Alsop (2004), “Saving face – The Immutable Laws of Corporate Reputation”, Director, November, Vol.58, No.4, pp.72-78
- Roth Martin, S (1992), “Depth versus breadth: Strategies for global brand image”, Journal of Advertising, June 1
- Vineet Tandon (2007), “PR with CSR”, Effective Executive, Volix, No.9, pp.46-48
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