PR establishes and maintains relationships with public. PR programme on the basis of relationships include:

Media relations: PR maintains contacts with media, and manages publicity.

Cause marketing: A company associates itself with a cause and provides assistance and support.

Fund raising: A company raises fund or collects donations for NGOs, hospitals, museums and channelises these funds to them.

Employee relations: Here it provides information to its employees. It is also called internal marketing.

Financial relations: It provides information to stock exchanges, investors and business analysts. It makes financial statements, which are attractive and informative, available to all.

Public affairs: It maintains relationships with the government and informs the public on issues related to regulations and government dealings. It may provide information to parliamentarians and legislators. This is called lobbying. It tries to influence the public policy.

Recruitment: PR professionals work with HR to recruit certain key professionals.

Apart from the relationships, the focus is on certain key functions.

Corporate reputation management is one such function. It builds trust in the organisation. This is done by doing community related work. It is called corporate social responsibility. (CSR).

Crisis management: Here possibility of a disaster is anticipated. There is a plan ready to deal with it. You must prepare for a potential crisis. There should be a quick response. There is a plan to avoid the crisis and deal with it when it occurs.

PR communication campaigns are used to influence public opinion. Here they counter the unfavourable arguments.

Marketing PR is a combination of marketing and PR. Here PR is used to generate sales and to contribute to consumer satisfaction. It is different from general PR. It includes both the brand and sales. It supports marketing.