1 What is Public Relations?
Introduction
Public Relations (PR) plays a vital role in shaping how organizations communicate with the public, build relationships, and maintain their reputations. From nonprofit organizations to global corporations, PR is utilized to manage perception, shape narratives, and foster trust across a diverse range of audiences. In today’s media-saturated world, where one tweet can spark a movement or a crisis, understanding PR is more important than ever.
Defining Public Relations
There is no single universal definition of public relations, but here are some of the most recognized:
– PRSA: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
– CIPR (UK): “Public relations is about reputation – the result of what you do, what you say, and what others say about you.”
– Academic View (Cutlip, Center & Broom): “PR is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.”
Each definition emphasizes relationship-building, communication, and influence – core principles that guide every PR campaign.
Functions of Public Relations
PR professionals engage in a variety of tasks across industries. Common functions include:
– Media Relations: Building relationships with journalists and securing press coverage.
– Crisis Communication: Managing communication during reputational or operational emergencies.
– Internal Communications: Informing and engaging employees.
– Reputation Management: Shaping public perception through messaging, actions, and engagement.
– Community Relations: Cultivating goodwill with local communities.
– Public Affairs: Influencing policy and maintaining relationships with government bodies.
– Digital & Social Media: Creating and managing content online to engage audiences and respond in real time.
Types of Publics
PR practitioners communicate with many kinds of publics. These groups can be:
– Internal (e.g., employees, board members)
– External (e.g., customers, investors, media, the general public)
– Governmental or Regulatory Bodies
– Latent: Not yet aware of the issue
– Aware: Aware but not yet active
– Active: Taking action in response to the issue
Understanding the nature and needs of each public is key to crafting effective messages.
Key Roles in the PR Profession
– PR Strategist: Designs campaigns and long-term plans.
– Media Relations Specialist: Manages press contacts and media coverage.
– Social Media Manager: Oversees social platforms and digital engagement.
– Communications Director: Leads messaging and brand voice for an organization.
– Content Creator: Produces written, visual, or multimedia PR content.
– Public Affairs Manager: Handles lobbying, policy outreach, and government relations.
PR vs. Advertising vs. Journalism
While PR, advertising, and journalism all deal with communication, they serve different goals:
– PR is earned media and focuses on relationship-building and reputation.
– Advertising is paid media and focuses on selling products or services.
– Journalism is independent media that reports news to inform the public.
Example: When a company launches a product:
– The advertising team buys a billboard and creates social ads.
– The PR team writes press releases and pitches a story to local media.
– The journalist investigates the product and writes a review.
The Role of PR in Marketing
PR is often a vital part of a larger marketing strategy, especially within Integrated Marketing Communication (IMC). It supports brand awareness, enhances credibility, and helps build trust—benefits that advertising alone cannot always achieve. For example, a favorable news article or influencer endorsement can be more persuasive than a paid ad because it carries third-party credibility.
Common Misconceptions About PR
– Myth: PR is just about ‘spinning’ the truth.
Reality: Ethical PR is rooted in honesty and transparency.
– Myth: PR is free advertising.
Reality: PR is unpaid but requires time, relationships, and strategy.
– Myth: PR is only for large corporations.
Reality: Nonprofits, small businesses, and individuals also rely on PR to tell their stories and build relationships.
Skills Needed in PR
To succeed in PR, professionals need a mix of soft and technical skills:
– Writing and Editing: Press releases, speeches, and content.
– Strategic Thinking: Planning and problem-solving.
– Research: Understanding publics and evaluating outcomes.
– Communication: Clear messaging and strong interpersonal skills.
– Digital Fluency: Social media, content management, analytics.
Conclusion
Public relations is more than media buzz—it’s a strategic function that shapes how the world sees an organization. In this course, you’ll explore how PR works in action, develop entry-level skills, and begin to see yourself as a communicator capable of influencing public conversations.
