Public Relation The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. Here comes the role of Public relations to enhance relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Today the role of public relations is much broader and includes : • building awareness and a favorable image for a company or client within activities, events, stories and articles found in relevant media outlets. • closely monitoring numerous media channels for public comment about a company and its products. • managing crises that threaten company or product image. • building good will among an organization’s target market through community, philanthropic, and special programs and events. public relations building product and company image.