The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. Since that time, public relations has been defined in myriad ways, the definition often evolving alongside public relations’ changing roles and advances in technology.
The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.” In 1982, PRSA adopted the following definition: “Public relations helps an organization and its publics adapt mutually to each other.”
A more modern definition of public relations was drafted several decades later, a definition that still stands today:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
PRSA
At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization. Public relations also encompasses the following:
- Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization.
- Counseling management at all levels in the organization with regard to policy decisions, courses of action and communications — including crisis communications — taking into account their public ramifications and the organization’s social or citizenship responsibilities.
- Protecting the reputation of an organization.
- Researching, conducting and evaluating, on a continuing basis, programs of action and communications to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fundraising; employee, community or government relations; and other programs.
- Planning and implementing the organization’s efforts to influence or change public policy.
- Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.
- Overseeing the creation of content to drive customer engagement and generate leads.
Below are some of the disciplines/functions within PR:
- Corporate Communications
- Crisis Communications
- Executive Communications
- Internal Communications
- Investor Relations Communications
- Marketing Communications
- Integrated Marketing/Integrated Marketing Communications
- Media Relations
- Content Creation
- Events
- Social Media
- Multimedia
- Reputation Management
- Speechwriting
- Brand Journalism
FAQs
Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
What is public relations answer? ›
Public relations (PR) are the methods and strategies used to control how information about a person or company gets out to the public, especially to the media. Its main goals are to spread important company news or events, keep a good image of the brand, and put a good spin on bad things to make them less bad.
What is public relations reading answers? ›
Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves.
Why am I passionate about public relations? ›
Every day I'm engaging in something exciting, whether that's writing up a reactive press release, liaising with journalists, or booking clients for interviews or events. I'm passionate about PR because I'm doing something I love every day that has tangible results.
How do you explain public relations? ›
The Public Relations Society of America open_in_new defines public relations as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Essentially, public relations specialists manage an organization's public image and reputation.
What is the main role of public relations? ›
Public relations often boils down maintaining the image of a company, individual, or brand. Public relations creates media, connects with external media, crafts public opinion, and ensures customers have a positive disposition towards the company's brand.
What is the purpose of PR? ›
At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization.
What do people in PR do? ›
Public relations (PR) specialists shape and maintain a positive image for their clients through strategic communication, branding and crisis management. They build relationships with the media, craft messages, organize events and promote products or services, all while anticipating and managing public perception.
What does public relations teach you? ›
A PR major is typically a specialization that you can choose within a larger mass communication course, which may include other topics like advertising and journalism. These degrees prepare students for a career helping organizations and individuals develop strong, positive relationships with the public.
Why is public relations good? ›
PR is an effective tool for attaining a wide range of company objectives, including, but not limited to, increasing brand recognition, navigating crises, seamlessly integrating goods, orchestrating events, and supporting strategic communication processes.
PR helps create internal advocates.
Public relations is not only important for your customers and prospects, it's also important for your employees. When the company is viewed favorably in the public's mind, it increases morale and creates a positive perception of the company internally.
What do you love about PR? ›
Instills creativity and innovation: PR professionals' creativity is boundless. Whether it's devising a new campaign, finding a fresh angle for a story or coming up with solutions to manage a crisis, we are constantly challenged by fresh issues and opportunities our clients face.
Why are you interested in PR answer? ›
When answering this question, try to give an honest answer that shows your enthusiasm. You can also relate your passion to the company's missions. Example: 'As I am an excellent writer and creative thinker, PR allows me to utilise my skills for promoting products and services.
Why do I want to be in PR? ›
If you like to have a variety of experiences, public relations is an industry where there are unique opportunities to make your client's mark and depending on where you work, there's room for creativity, relationship-building, learning and growth (both professional and personal).
What is the opinion of public relations? ›
It usually seeks to create a positive opinion and to gain public awareness for a product, person, service, cause or organization.
What do you like about public relations? ›
Public Relations is a very social industry and for me, it's fun and energizing to connect with so many different people—colleagues, clients, media—in a day. Each day is different—I don't think I could get bored if I tried! I love working in PR because… It's not your typical 9-to-5 job.
What is special about public relations? ›
The Importance of Public Relations
Public relations is about sending the right messages to the right place and the right people, creating a stronger brand reputation. PR agencies work alongside their clients to help them achieve this and promote them within their clients' industries.
