Pr information: Public Relations (PR) Meaning, Types, and Practical Examples

Public Relations (PR) Meaning, Types, and Practical Examples

What Is Public Relations (PR)?

Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. Its primary goals are to disseminate important company news or events, maintain a brand image, and put a positive spin on negative events to minimize their fallout. PR may occur in the form of a company press release, news conference, interviews with journalists, social media posting, or other venues.

Every individual or entity operating in the public eye faces the spread of information about them or their practices to the public. While public relations is an industry unto itself, any attempt to portray oneself in a certain way to others can be considered a form of public relations.

Key Takeaways

  • Public relations (PR) refers to managing how others see and feel about a person, brand, or company.  
  • PR for corporations, notably publicly traded companies, focuses on maintaining a positive corporate image while handling media requests and shareholder inquiries. 
  • PR is especially important to defray public or investor outcry following negative news announcements.
  • PR is different from advertising or marketing as it’s often meant to look organic and may not necessarily try to promote a product or service.
  • Public relations can be used to mitigate negative events, though history has shown PR may cause problems to become worse.

Understanding Public Relations (PR)

Although not inherent in the definition, PR is often thought of as «spin,» with the goal being to present the person, company, or brand in the best light possible. PR differs from advertising in that PR attempts to represent a person or brand’s image in ways that will appear organic, such as generating good press from independent sources and recommending business decisions that will incur public support. Loosely defined until the mid-twentieth century, PR is one of the fastest-growing industries in the United States.

PR is essential to any company’s success, especially when shares in the company are publicly traded and the value of a share depends on the public’s confidence in a company or brand. In addition to handling media requests, information queries, and shareholder concerns, PR personnel are frequently responsible for crafting and maintaining the corporation’s image. Occasionally, PR professionals engage in negative PR or willful attempts to discredit a rival brand or company, although such practices are not in keeping with the industry’s code of ethics.

Types of Public Relations

Public relations is often divided into different agencies or departments. Each department is specifically suited to handle a specific aspect below:

  • Media relations is the emphasis of forging a strong relationship with public media organizations. A media relations team often works directly with external media by directly delivering them company news, providing validated content sources, and being accessible for public comment on other news stories.
  • Production relations is closely related to the direct operations of a company. This department supports broad marketing plans and is often related to specific, one-time endeavors such as the launch of a new product, a special campaign, or management of a major product change.
  • Investor relations is the oversight of the relationship between the company and its investors. This aspect of public relations handles investor events, oversees the communication of the release of financial reports, and handles the complaints of investors.
  • Internal relations is the public relations branch between a company and its employees. Internal relations pertain to counseling employees, ensuring all workers are satisfied with their working conditions, and mediating issues internally to avoid public disclosure of dissatisfaction.
  • Government relations is the connection between a company and related governing bodies. Some public relations departments want to forge a strong relationship to provide feedback to politicians, sway decision-makers to act in specific ways, and ensure fair treatment of the company’s clients.
  • Community relations is public relations focused on brand and reputation within a specific community. The community could be physical (i.e. a specific city) or non-physical (i.e. the dog-owner community). This branch of public relations keys in on the social niche of the community to align itself with its members.
  • Customer relations is the bridge that connects the company and its customers. Public relations often involves handling key relationships, conducting market research, understanding the priorities of its customers, and addressing major concerns.

Many public companies have a separate investor relations (IR) department for dealing with communications to shareholders and analysts.

Public Relations vs. Other Departments

Public relations may overlap or be confused with other similar departments. Here’s an overview how PR may or may not relate to marketing, advertising, or communications.

Public Relations vs. Marketing

Marketing is sometimes more squarely focused on driving sales, promoting products or services, and ensuring financial success. Meanwhile, public relations is sometimes more focused on managing the reputation of a company or brand.

Both departments may embark on very similar types of activities. For instance, both may interact with customers to garner feedback. From a more direct marketing lens, this information is used to better understand sales trends, product demands, and ways to generate more sales. From a more direct public relations lens, this information is used to understand customer satisfaction, ensure customers are happy, and make sure any dissatisfaction is managed quickly.

Public Relations vs. Advertising

Advertising is the act of garnering public attention, often through the use of various types of media. A company may want to advertise to promote a product, announce expansion into a new market for a growth company, or reveal pricing changes.

While advertising is the intentional act of trying to be in the spotlight, public relations is a more strategic and thoughtful approach about how a company should be interacting with internal and external stakeholders. Sometimes, it may be in the company’s best interest in «lay low» and strengthen its relationship with the public by not being front and center.

Public Relations vs. Communications

Public relations and communications are heavily intertwined. Both involve portraying information outwardly in hopes of creating a brand, image, or relationship that fosters value. Communications may be a separate department within a company solely responsible for written or verbal comments issued internally or externally.

One potential difference between public relations and communications is the exchange of information. Sometimes, public relations is a one-way channel that imposes information in an attempt to have a more favorable public image. Communications may be more rooted in the two-way functionality of receiving feedback and making changes based on information collected. In general, most companies will see overlap between public relations and communications.

There’s many titles and roles an individual working in public relation can hold. As of December 2021, individuals working as a publicist in the United States reported average total compensation of $73,164.

Working in Public Relations

A career in public relations has no defined career path. An individual can obtain a degree in a number of different fields such as public relations, communications, marketing, journalism, broadcasting, or political science.

Professionals in PR must have soft skills including strong written and oral communication skills, the ability to solve problems, and the ability to think critically and creatively.

A career in public relations can take many different turns. Some aspects of public relations emphasize digital media; potential careers include content creators, social media managers, or digital artists. Individuals can specialize in an industry (i.e. finance) to emphasize working between a company and its investors. Individuals interested in working for nonprofit organizations may find the branch of fundraising overlaps many aspects of public relations.

Public Relations in Practice

PR also involves managing a company’s reputation in the eyes of its customers. In a 2012 PR crisis, restaurant chain Chick-fil-A was forced to issue emergency statements with respect to its stance on same-sex marriage after a Chick-fil-A executive publicly came out against marriage equality. The statement stressed the company’s «biblically-based principles» and its belief in treating «every person with honor, dignity, and respect.» It was an example of how companies must exercise good PR. Most major companies have a PR department or utilize the services of an outside firm.

A company often has multiple publics to impress. Internally, a company will want to present itself as competently operated to its investors and biggest shareholders, which can involve arranging product demonstrations or other events directed towards shareholders.  

In response to the 2010 oil spill off the Gulf of Mexico, BP issued a public statement outlining its course of action. Some felt the response missed its mark, a stark reminder of how public relations may sometimes make matters worse.

Externally, a company that sells a good or service directly to consumers will want to present a public image that will encourage genuine, lasting brand support, which extends beyond the somewhat knowingly specious goals of advertising. 

This can involve reassuring customers during a crisis, such as when Target (TGT) offered an $18.5 million settlement to its customers following a 2013 credit card hack in an attempt to restore good faith or the promotion of a lifestyle that would make the company’s product or service attractive. The company also generates PR to attract investors. In this respect, good PR is especially important for startups or rapidly expanding companies.

What Is the Primary 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 Skills Do You Need for PR?

Public relation specialists often have strong communication skills. Their role is to absorb information, process how it may impact a company’s image, and how to externally communicate to shift this image. Public relation specialists often forge relationships with many different types of people including key customers, government officials, and external media.

Why Is Public Relations Important?

Customers make decisions for a number of reasons. One of those reasons is the relationship they feel they have with a company. If a company has a negative image or is ensnarled in a controversial public issue, a customer may no longer feel as connected with the brand, image, and product. Public relations often manages this brand and ensures customers, employees, investors, and other external parties have a positive disposition to continue involvement with the company.

Who Uses Public Relations?

Public relations is useful for any party that wants to have a positive public imagine. Most often, corporations and publicly traded companies will embark on public relations. A company may have a different public relations team or public relations strategy for specific brands or products. Also, individuals such as celebrities or high net worth individuals may have private public relation teams. These teams are used to maintain a positive public image as well as handle media requests.

About Public Relations | PRSA



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About Public Relations

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

 

What is PR? — your imagination on vc.

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How often have you heard such phrases: “You need PR”; “He is PR at the expense of the company”; or “This is black PR!”? In the professional environment, we have all heard something about PR. But how to understand what exactly your colleague or partner means when he starts a conversation on this topic.

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When we hear the abbreviation PR, headlines on the front pages of newspapers about scandals or charity events involving celebrities or politicians often pop up in our heads. PR is an important tool in creating a certain image not only of a famous person, but also of a company.

PR or Public Relations is about reputation, what you say and do and what people say about you. In fact, PR is a series of activities aimed at establishing and maintaining good relations between the company and the public. The main task is to establish communication with your target audience and not only. The more necessary information your existing and potential customers, partners, and investors know about you, the more successful your company and the more stable your position in the market.

PR is not just about communications. In different companies, PR takes different forms and has different names: “customer relations”, “public information”, “investor relations”, etc. Ideally, PR not only tells about the company’s activities and creates its image, but also participates in shaping the organization itself from the inside and the style of its work. Through research, customer feedback, and an assessment of the external environment, PR specialists determine the problems, interests, and expectations of the public. Based on all this information, a strategy is further built to improve and maintain an already existing positive image.

Public Relations includes a range of functions. The tasks of public relations include analysis and collection of facts, program planning, writing articles, press releases, relations with the press, development and support of corporate culture. Organization of events, forums, exhibitions, speeches, production of brochures, videos and multimedia advertising also fall on the shoulders of the PR department or agency.

In the field of PR, as in any other field, there is a reverse side of the coin. We all heard about white and black PR. The task of black PR is to denigrate the reputation of competitors as much as possible. For this, custom articles are written, provocations are organized, and much more. The task of white PR is the classic formation of a positive image in the eyes and ears of the public. There are also other types of PR aimed at improving relations with the media, investors, the government, with the community, within the company, with customers, as well as supporting marketing communications.

Very often people confuse advertising and PR, thinking that they are one and the same. Let’s dispel this myth. Although public relations and advertising work together and have the same goal — making a profit and developing, they still have different tasks and functions. Advertising, even native, always sells head-on. The task of PR is to tell the target audience about a brand, product or person in an interesting and simple way, without resorting to sales. Advertising is usually expected to result here and now. PR is a longer process of building up a positive image of a company or person. By combining public relations and marketing, you can get good promotion results.

PR is a powerful promotional tool that aims to gradually inform the public about your company or person. To be successful, there is a surprisingly simple rule — always be in sight. If you watch great brands or media personalities, only one thing catches your eye — they all do not leave the advertising space and media resources. Coca-Cola has become the most famous soda in the world, not so much because of its “unique recipe”, but because of its marketing and public relations campaigns: participation in various events, sponsorships, collaborations and much more. Therefore, if you want to form the necessary perception of your company or person in the public, you cannot do without the services of a PR agency.

Public Relations (PR): What is it

Public Relations (PR) is a controlled exchange of data between a company and the public. The main goal of PR is to form a positive image of the organization in the eyes of potential customers, partners, investors and other stakeholders. Responsibility for public relations may be assigned to a full-time PR manager or to a contracting company that provides services in this area.

The main methods of PR are providing information about the company, bringing arguments and persuasion. Today, PR is unthinkable without the company’s presence in the Internet environment, where you can currently find information about almost any company, both positive and negative.

PR and targeting

One of the key tasks of a PR specialist is to understand what audience information about a company should be addressed to. Audience segmentation occurs on the basis of surveys, research, analysis of data coming from the Web. The principles of separation can be any, and the more there are, the more accurate the result will be a portrait of an average representative of those sections of society that are important for a particular company. In particular, the audience can be broken down by gender and age, marital status, having children, income level, religious beliefs, health status, place of residence, etc. — down to your favorite football team or your habit of drinking coffee in the morning. The more general words a marketer describes his audience, the more difficult it will be for him to prepare for effective interaction with it, and the less directed will be the impact on the maximum target group.

Communication channels with the public

If some 10 years ago TV, radio and the press were the main channels, today the Internet plays an almost dominant role. This channel is attractive both for companies and for ordinary users. While for a brand, the complex of online technologies means a wide range of opportunities to influence the audience, for consumers, the Internet is a place where you can find «undisguised» opinions of other similar consumers about a particular company and its attitude towards customers.

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