World is no more left with same outlook which was five years back. There has been change in attitude and thought. People have become more knowledgeable and all wanted to prove themselves best. For that there has been drastic change in the business field also. Business strategies have changed a lot. In order to provide best business and consumers facilities organizations have started giving importance to PR. The role of PR or public relation officer is to ensure all maximum consumer satisfaction.

The growth has been particularly in the last few decades, and it's been accompanied by a growing recognition of public relations' expanding role and influence in organizational life of all sorts. In many corporations, government agencies, and non-profit organizations the public relations function has been elevated from its traditional role as a support service and made it an integral part of upper management decision-making. Public relations focus on the mutual adaptation of organizations and their publics and to promote goal of mutual satisfaction to all parties. There are some public relations people who operate like flamboyant press agents and tout their clients.

Public relations are an important management function in organization. An effective public relations plan for an organization is developed to communicate a message that coincides with organizational goals. For that it is important to identify the target audience. After analyzing the right target it is possible for PR to appeal to the client and motivating them. Then they can also assure them about the type of organization and its work. That can bring business profits in long run.

PR primarily concerned with creating awareness and building recognition for the individual or organization. They advertising and promotion, and getting "the message" out to the widest possible audiences was/is paramount.

The other task of the PR is to actions and policies to publics so that they can understand, sympathize with, and patronize the organization. Simply getting the organization's message out wasn't enough. Receivers had to understand and accept the point of view of the sending organization.

PR asloencourageous organizations and their publics to adapt to one another by making complementary adjustments or compromises so that both benefit from their relationship. Practitioners are now as concerned with in-coming messages and information they can use to counsel management on current public opinion as they are with developing and delivering outgoing messages.

Thus PR served as the function as a bridge between organization and the targeted audience. It helps in solving the various issues which are fruitful for company's development.