Public relations

Definition

Public Relations (PR) is the strategic practice of managing communication between an organization and its audiences to build trust, credibility, and positive perception. PR focuses on shaping how a brand is viewed by the public, stakeholders, customers, employees, and the media. It uses storytelling, relationship-building, and reputation management to create goodwill and protect an organization’s image.

Unlike paid advertising, PR emphasizes earned media such as news coverage, thought leadership, and organic publicity. Effective PR helps organizations share key messages, manage crises, and strengthen brand reputation over the long term.

Advanced

PR strategies include media relations, press releases, events, influencer engagement, and digital communications. Modern PR extends to online reputation management, social media strategy, and integrated communications across multiple platforms. Measurement tools such as sentiment analysis, media monitoring, and share of voice provide insight into impact.

Advanced PR practices align with corporate social responsibility (CSR), brand authority, and thought leadership initiatives. Crisis management frameworks are often included to ensure rapid, transparent responses during reputational threats. Integration with marketing and digital analytics ensures PR outcomes are measurable and aligned with business goals.

Why it matters

• Builds credibility and trust with stakeholders and customers.
• Shapes public perception and enhances brand reputation.
• Provides protection during crises through proactive communication.
• Creates visibility through media coverage and thought leadership.
• Supports sales and recruitment by strengthening brand image.

Use cases

• A technology company issuing press releases about product launches.
• A nonprofit organization securing media coverage for awareness campaigns.
• A brand responding transparently to a crisis through press conferences.
• An executive participating in interviews to position themselves as an industry thought leader.

Metrics

• Media mentions and coverage reach.
• Sentiment analysis of brand-related discussions.
• Share of voice compared to competitors.
• Engagement across PR-driven campaigns.
• Impact on customer trust and lead generation.

Issues

• Poorly managed communication can damage brand credibility.
• Negative press or misinformation can spread rapidly online.
• Overly promotional content reduces media interest.
• Lack of alignment with brand strategy weakens impact.

Example

A consumer goods company faced negative publicity due to supply chain issues. The PR team launched a transparent communication campaign, including media interviews and social media updates about corrective actions. This restored consumer confidence and helped rebuild brand reputation.