Perhaps, the major disadvantage of PR is the potential for not completing communication process
While PR ( public Relations ) messages can break through the clutter of commercials, the receiver may not make the connection to the source.
Public Relations may also mis-fire through mis management and a lack of co-ordination with the marketing department. When the marketing and PR department operate independently, there is a danger of inconsistency in communication, redundancies in efforts and so on.
The key to effective PR is to establish a good program, worthy of public interest and manage it properly. To determine if this program is working, the firm must measure the effectiveness of the Public Relations effort.