1. Public Relations Public Relations(PR) is the strongest and most decent tool of imagebuilding in the science of marketing, due to its simplicity, efficacy andefficiency PR is considered a more classic form of promotion thanadvertising or better to say PR ; 'Diplomatic Media Promotion' in thecurrent scenario. Apart from market research, strategic planning, mediarelations, content management, strategy formulation and eventscheduling, PR required much beyond this for desired results.Here, we would focus on things which are very much essential as well aspractical but lacks in theoretical significance as very less attention is paidby the experts in the academic content for PR; books usually referred inthe curriculum of mass communication and journalism courses offered byvarious colleges and universities. There are 5 vital factors which greatlyaffect a campaign in a subtle manner, these are...

2. 1. Always make honest commitments with your client: Although PRcan bring tremendous results in the long-run but it always takes time increating the base. PR is not advertising where splurging money canenhance immediate visibility, PR works more on relations than budgetsand pursuing the media is a time taken process. Therefore, a good PRagency always makes honest commitments with the client about thecoverage in all three kinds of media- print, electronic and web.2. Be creative to receive attention: From content creation to imageprojection and story presentation to scheduling a PR Agency should bevery creative and innovative in developing ideas and execution of theplan. In the recent era where digital media plays an indispensable rolein the PR activities the presentation on various social media sitesshould be appealing as well as engaging. 3. 3. Pursue the media but never annoy them: PR without the help ofmedia professionals and journalists is impossible but it doesn't meanthat you repeatedly call them without understanding their limitations."Excessive follow-ups can spoil the efforts, one must have passions aswell as patience in approaching the media." Geeta Singh, Founder &MD of The Yellow Coin Communication(TYCC).4. Be ethical while promoting a brand: Never choose a devious wayfor gaining early results, do not promote a brand or event which goesagainst the ethos of masses. Never directly attack on the competitorsof your clients.5. Always prepare a contingency plan: In case of negative publicityby rivals and competitors always get ready with a contingency planand never react in haste. With the advent of social media thevulnerability of such kinds of attack has increased tremendously.