- Increase and maintain visibility and public awareness of an organization, company, or event
- Help the public to see the organization as an industry leader
- Increase awareness of the organization's programs, products, and services throughout the community, state, country, or world
- Help enhance and maintain the organization's image
- Support and organize efforts with regards to fundraising
- Act as liaison and support in the event the organization experiences any negative publicity
- Boost employee morale and help to recruit and retain employees

Developing a Strategy
In order to develop a PR strategy, a number of things need to be in place. This includes:
- Goals and objectives. A good strategy cannot be formed until goals and objectives are put into place. Define long-term goals, such as increase company visibility or improve public confidence following a crisis, and then set short-term goals and deadlines in order to accomplish them.
- Press Relations. Developing good press relations should be a vital part of an effective public relations strategy. Hone press release writing skills and develop relationships with reporters.
- Communications. An effective public relations strategy will seek to promote communications not only with the public and members of the media, but within an organization as well. In addition, the strategy should have ways to communicate with all those affected by an issue.

Maintaining a Positive Image
If the goal of the PR strategy is to maintain a positive image within the company, a number of tools can be utilized in order to accomplish this. An effective public relations strategy will utilize all aspects of publicity, including:
- Newspaper. A newspaper is an excellent source of publicity for an event, business, or promotion. Newspapers are read by millions each day, either online or via that actual paper delivered to the doorstep. In addition, an added bonus is the fact that using the newspaper for publicity is free. Publicizing an organization and its services or events is done through writing and submitting effective press releases.
- Internet. The internet is an excellent tool for publicizing a business or event as it is so widely used today. These days, consumers will often first check out a business's website for information before even picking up the phone to call them directly. A website is also useful because it allows people to contact the business. For this reason, it is important for a successful and effective public relations committee to utilize the internet.
- Charity and community service. One way to establish an effective public relations campaign is to raise money or donate services to local charities and nonprofit organizations. Organizing a race for cystic fibrosis, volunteering as a company to work with Habitat for Humanity, or sponsoring a blood drive are all positive ways to promote an organization and leave a positive image with the public.

For more information about public relations and related topics, visit the following websites:
http://101publicrelations.com
www.publicrelationsideas.com