In simple words, Public Relations can be defined as the communication process of maintaining the public image and reputation of an individual or an organization, using selected communication tools. The importance of PR has grown over the years, as organizations have realized over time that PR not only helps to build and maintain a good reputation, but also can help to increase financial profits, boost employee morale, and also create a better relationship with the customers and any possible stakeholders. PR tends to use a number of communication tools to perform its function effectively. Which one is to be used depends on the situation, the need, and also depends on the professional. Let’s take a look at some of the most popular and significant tools in PR today:

Press Release

A press release can be defined as a written document prepared to be distributed in media. It is generally made to announce something that is important and newsworthy. It can be made for multiple reasons ranging from a new product announcement, announcing any big change in the hierarchy, to announcing any award received by the organization. The main purpose of a press release is to announce or promote something important. It follows a strict format and uses formal language. After being drafted, it is sent to different media forms so that it can be published and read by its readers.

Social Media

A growing tool in PR, and quite a relevant one is social media. Often customers don’t even realize when they end up engaging with a brand’s content when they are using social media. The internet is growing every day and so is the number of people using social media. It is also one of the most important tools when we talk about digital PR. Hence, it is quite relevant for brands to establish themselves on such platforms so that they can target a larger number of people and create brand awareness.

Print Media

The most widely used and popular tool in PR is print media. Print media has been around for a long time now, and some of the earliest forms of PR have been seen in print media itself. This tool uses print publications like newspapers and magazines to reach out to customers.  And since newspapers even today are widely read, print media is a very important tool in PR. PR professionals reach out to journalists and pursue them to write about their clients. Being the PR Agency in Delhi, we try to use print media for our client’s benefit and get the maximum coverage possible.


PR also involves planned events. Whether it is a press conference, an exhibition, a fair, or any other planned event; events tend to be very relevant in the field of PR as they enable customers to have a live experience of the brand. They also help to highlight a company’s image and reputation in the eyes of the customers. Events are a great way for brands and customers to interact with one another.

Many more tools exist, these are just a few of the most widely used ones. PR is not just about using a single tool but is about using a selection of tools from a range of options available to the professional, depending upon the situation and need of the brand. Each tool is equally important and when used in a suitable situation, can help the organization immensely. With the rapid growth of the internet, digital PR is something that has also expanded over the years with tools like influencer marketing and SEO also coming into being. What will be interesting to watch is how the internet further changes the PR landscape and also if any new tools will be introduced in the coming future.


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.

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