Hence, a strong level of dependency between the exposure of an organisation and its sales exist in the modern day context. It has often been studied in this context that if a company fails to effectively connect with the public interests, it shall also have to witness a significant maximization of its profits. Public relationship, in the modern day context includes various common activities in terms of communication with the employees, promoting an organisation through the receipt of awards, working with the media as well as addressing on-going issues in the conferences.
In the modern day context, communication has been acting as the backbone of modern day PR strategies. As an example, the promotional tactics and strategies of the global beverage giant, Coca-Cola can be elaborated. Coca-Cola has been renowned as a brand which has been quite innovative in its PR initiatives. Recently, the company completed its 127 years of inception which was celebrated with extensive advertising campaigns throughout the globe, directly aiming at the enhancement of its brand recognition and customer loyalty. It currently operates in more than 200 countries and manufactures approximately 3500 products and more all over the world. The overall brand value of Coca-Cola is further recognised to be US$ 16 billion which further remarks that the organisation is an absolute profit making company. It strictly follows PR process which has apparently helped it to survive and maximize its sales in the increasingly competitive era of the 21st century. Focusing on its positive and negative effects, the British Institute of Public Relations (BIPR) stated PR as “the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its publics”. It ensures that not only organisations understand the public, but the targeted audiences are also capable of understanding the message conveyed through the process  (The Coca-Cola Company, 2013). Emphasising on this particular understanding, the paper intends to assess the PR strategies undertaken by Coca-Cola since the past 12 years on the basis of theoretical underpinnings and practical evidences as well. PR Strategies of Coca-Cola in Last Twelve Months When analysing the performance of the company since the recent 12 years, it can be apparently witnessed that Coca-Cola has been using a vibrant number of PR strategies to gain an increasing proportion of market share and thereby obtain a leadership position within the targeted market. Its recent PR strategies include an ad campaign focussing on health issues, campaign against child obesity, makes soda personal and its sponsorship in some of the very famous television series all around the world. For instance, on the official website of American Idol, the name of the award has been specified as “Coca-Cola & IDOL® prizes”. By sponsoring the shows like American Idol, Coca-Cola