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In today's world of integrated marketing, the line between advertising and public relation (PR) is blurring day-by-day. The fact is that the distinction between PR and communication is virtually non-existent. PR is a science that, if applied in the right manner, can not only build a brand but also sustain it for years.

The PR industry in India has come a long way from being mere postmen delivering press releases to being consultants who are involved in the brand building process. It has today become a mainstream arm of marketing instead of the peripheral role it had played a few years ago. After two years of recession, the Rs 150-175 crore (Rs 1.5-1.75 billion) public relations business is on a roll with the country's top agencies growing at a blistering pace of 30-50 per cent in the last one year. Insider sources for larger MNCs claim that the potential for public relations services is immense. Companies and individuals alike are waking up to the power of a good PR campaign.

The big advantage that PR has is the credibility factor with consumers. For most consumers and advertisers third party endorsements in the form of articles in newspapers and stories in the electronic media are far more credible than advertisements. What makes PR effective is its versatility. For this reason, it is not only used in the initial stages of brand building on a strategic level but also on a more tactical level. Brands today recognise the fact that just a single communication channel for impact may not be effective anymore in today’s age of multi reality. The impact of public relations services are growing with marketers begin to understand and grasp the leverage it can bring.

To cut a long story short, PR is indeed an integral constituent of any well-balanced and integrated marketing mix. But the key issue here is that PR professionals need to go beyond and enlarge their role beyond mere media relations. They need to extend it to brand building and reputation management. The www.impactonnet.com is the most intelligent source for the whole talk.

About the Author: I write article on loan for impactonnet.com