What is PR or Public Relations?
PR is the most vibrant and dynamic marketing stream that works towards establishing the desired perceptions of a company or even a country in the minds of the public. For a long time, PR was a poor cousin of advertising, used only as a supplement, if budgets permitted. Over the past few years, PR has come into its own, walking hand in hand with advertising, and sometimes overshadowing advertising, in the case of some brands. The evolving modern theory is that advertising is effective mainly in building brands, while PR is critical to sustaining brands, building image over the long-term and handling crisis management. Globally, this theory is being increasingly accepted and adopted. In the Arab world and the Middle East, PR as a successful tool for marketing products and creating perceptions is still at a nascent stage. PR helps create sustained long-term image building strategies, and forges impressions that stay deep rooted and firm in the minds of the public. For the PR professionals
