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Most businesses today place 63% of their value on  their public image. The entire corporate existence   of the company as well as its affiliates  are impacted when an incident occurs or the   company's reputation suffers. A bad reputation can  be overcome in between 4 and 7 years. Therefore,   it has become crucial for a business to  spend money on effective public relations   methods in order to keep up a positive  rapport with the general public.Public   relations is a kind of strategic communication  that businesses, people, and organizations use   to create favorable connections with the general  public. A public relations professional creates   and maintains a positive brand image and a strong  relationship with the target audience by using   media and other direct and indirect means as  part of a specialized communication plan. Public   relations, to put it simply, is a planned process  of controlling the distribution and release of   information about an organization to the public in  order to uphold the organization's and its brands'   positive reputations. This approach emphasizes:  -What details should be made public, -What details   should be made public, -how they should be  written, - how they should be made public,   and which channels should be used to do  so. What Is The Goal Of Public Relations?   The main goal of public relations is to  keep a brand's reputation positive and to   maintain strategic relationships with the general  public, potential clients, partners, investors,   employees, and other stakeholders. This helps  to give the brand a positive image and makes   it appear sincere, prosperous, significant, and  relevant. Public Relations's Roles Advertising and   public relations are two different things. Public  relations firms do not purchase advertisements,   produce stories for reporters, or  concentrate on attracting paid positions.   Public relations' primary objective is to increase  brand awareness by employing editorial material   from publications like magazines, newspapers,  news channels, websites, blogs, and TV shows.   The public does not view it with skepticism  because it has been verified by a third party