Public Relation is a philosophy and function of management expressed in policies and practices which serve the public to secure its understanding and goodwill. 

The following are the various elements of public relations: 

1. Target group Orientation : The target group to be reached must be clearly identified for any campaign. The definition of the target group should be in demographic and psycho graphic terms. 

2. Adequate Resources : To be effective, and to make the desired impact, advertising, publicity and public relations programmes must be sustained and backed with adequate financial resources. 

3. Media Selection : The media to be used must be those which reach the right target group at the right time, and at the minimum cost. 

4. Objective Orientation : All advertising, publicity and public relations programmes must have pre-defined short-term and long-term objectives as a prerequisite. 

5. Creativity and Innovations : The more creative and innovative you can be, the better your message will be noticed and the better will be the chance of your being able to achieve your goals.