Public relations is an organisation’s broad, overall communications effort intended to influence various groups’ attitudes towards that organization. It is aimed at creating and managing successful relations with the public. Its purpose is to keep different public groups satisfied so that no obstructions are imposed on the functioning of business. 

Roll of Public Relations : 

(a) Improves Public Image. By maintaining good relations with public, it helps in creating a better image of the business firm. This helps in promoting its products. 

(b) Creates Public Loyalty. By disseminating appropriate information to the public, it creates public loyalty towards the organization. 

(c) Understands Public Opinion. It collects information about public opinion about the organization, its top management and its activities. This helps an organization to chalk out its actions which are relevant to the public. 

(d) Overcomes misunderstanding/Frictions. It overcomes people’s suspicions, misunderstandings, confusions and dislikes about the organization. 

(e) Conveys Information. It conveys information about their products or services to potential customers, e.g., launching of new models of car by the company.