Public relations would have some following main roles:

• Communication: PR would play an important role in communication between the firm and outsiders. That would ensure an effective flow of information to gain social awareness and brand recognition. In addition, PR would help to business to resolve the issue when crisis happens.
• Branding: PR would shape the business image in front of the public, which raises the awareness of society. Also, it would guide and support the activities of CSR and ethical behaviors.
• A means of marketing: PR activities would support the marketing strategies in approaching potential customers, and the market shares by ensuring the consistency between the quality of products and the organizational message.
• Relationship management: It manages the relationship between the organization and the external individuals and entities, which increase the brand recognition and business awareness by addressing the social concerns and suggesting new strategic plans for appropriate concerns.