The most basic part of the Public relation includes getting an idea about public approaches, and upholding mutual relations and understanding between an organization and its public. Public relations improve overall channel of communication and forms new ways for continuing up two way flows of information and understanding between an organization and its audience.
Public relation is very helpful to companies in promoting the products to the companies. It helps a company to develop relations with local government and legislatures. Non-profit organizations, including schools, hospitals, social service agencies etc. by the medium of public relations can improve their image and can use it for awareness programs, fund-raising programs, and to increase patronage of their services
Public relations companies in order to popularize their client’s image employ many tools like opinion polling and focus groups to evaluate public opinion and then distribute received information on different mediums like clients, including the internet, satellite feeds, broadcast faxes, and database-driven phone banks. Press release is a very important tool that a public relation company uses for improving image of client on leading newspapers and publications of the related industry, where a client belongs too. This way a public relation company is very important for improving image of a company or brand.