كل شيء في Marketing depends on a relationship between the producer or distributor and the consumer. At its core, marketing is the art of initiating relationships,

networking, and building bridges to as many potential consumers as possible. But the bridge consumers cross to reach a product is public relations.

This path between the consumer and the product, which we have called “public relations,” is initiated and established by marketers, with producers and service providers behind them

and so on. However, the consumer’s role comes later: if they are convinced by the services and products presented to them, they will cover the remaining half of the journey and become

a regular customer of one company or another.

Building a Brand Image

What exactly does public relations do? Or what are its main objectives? In fact, it aims to do two things: say something positive about the organization and work

to build a positive image of the organization in the community where it operates, or among a particular group it seeks to reach.

Naturally, establishing this positive image of a company among its customers is one of the most important marketing gains a marketer can pursue

This is because a positive brand image is the first step toward building a profitable, long-term relationship with the target audience.

Accordingly, public relations is defined in various marketing publications as all communication activities undertaken to strengthen relationships and build bridges of

understanding between an organization and its customers, with the aim of creating a positive image of the organization in their minds.

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Public Relations as an Ongoing Activity

The work of public relations professionals never ends, and they cannot stop at any one point. Even if they succeed in creating a positive image of a company in the community where it

operates, or even manage to build a strong reputation, they will find themselves responsible for two parallel yet distinct tasks.

First, they must work to sustain that positive reputation. After all, other competitors are working toward the same goal and want to capture as much

A share of customers—the customers are the prize everyone is fighting over.

On the other hand, they—meaning public relations professionals—seek to enter new markets, attract new customers, and build a strong reputation for the company in

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Two-Way Relationships

The role of public relations, whether in one company or another, is not limited to targeting customers, nor is it confined to working with external communities,

rather, the starting point is inside the company, not the other way around.

A company’s internal audience is the foundation on which its reputation is built. Public relations employees are also part of that internal audience, and they must be

convinced of the company’s role and standing, and of the value of what it offers, so they can do their jobs to the best of their ability. Otherwise, how can someone convince anyone of something they themselves

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