To ensure an organization is always a step ahead of its competitors in the ever changing era of innovation, it is of utmost importance that the organization communicates effectively and precisely with every entity associated with it, which also enables the establishment of a relationship that generates loyalty. Public relations aims exactly at that - a free flow of information between the organization, and the target audience, employees, stake holders, investors, partners.  While the information conveyed plays an important role, the correct interpretation of the information by the receiver is pivotal. Thus designing any public relation activity requires extensive research and an in-depth understanding of its audience; the failure of which would cause these activities to go unnoticed, and unfruitful.  Mutual PR conveys and acquires information effectively based on awareness, acceptance, and action. We create a positive image of an organization by transmitting information in the desired form. The intention of the information thus rightly understood by the audience prompts them to act.