Public Relations has existed in our society since 1990s when multinational corporations entered India after the government opened our economy. Various PR agencies came into existence and offered strategic advice and integrated communication solutions. Though the tools changed through years, the sole motive remained the same i.e., to enhance an organisation’s image and brand in the eyes of its public, by being a mediator between the two. The role of PR agency was appreciated in the coming years, hence its importance increased with time and in the present scenario almost every organisation needs a PR company to handle its public relations. A PR firm’s role and efficiency is of utmost importance for any organisation seeking to build a relationship with its target audience. In the current scenario, more and more multinationals are entering the Indian market therefore the future and scope of public relations is very bright and fast growing. PR agencies have nourished through years and contributed significantly to enhance PSUs as well like ONGC, SAIL, BHEL, and NTPC. PR has opened doors for many job opportunities for people interested in this field. It is not an easy job to promote one’s client and get its coverage done positively, which requires great hard work. Maintaining healthy media relations too is an integral part of PR as it is the journalists whom PR experts contact to get coverages. The various media targeted are print, electronic, online, FM etc. However, certain areas require more specialisation specially training of PR professionals, publications on PR, latest equipment required etc.
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