Public relations is all about reputation. It's the result of what you do, what you say, and what others say about you.

It is used to gain trust and understanding between an organisation and its various publics - whether that's employees, customers, investors, the local community - or all of those stakeholder groups.

How is it done? 

Public relations professionals use many different techniques as part of their PR campaigns. From media relations and lobbying, to speaking at conferences, to online viral campaigns, to sponsorship - and more.

PR isn't always about short-term campaigns, such as product launches. It can encompass longer-term strategic aims, such as brand building and working with local communities. 

How does it differ from advertising?

With PR, a company does not pay the newspapers and TV channels for the media exposure it secures. It's this third-party endorsement that gives PR its power and credibility.

How does PR benefit a company?

Public relations can play a critical role in achieving a competitive advantage by, for example, opening new markets, attracting high-calibre employees, giving more access to funding and investors, creating a high value for products and services, and protecting businesses in times of crisis. All organisations, whether local or international, big or small, benefit from public relations.

What PR is not:

  1. The department whose sole purpose is to write, edit, and hawk press releases.
  2. The business function whose only raison d’etre is publicity.
  3. A business function that deals with the media and/or bloggers and NOTHING else.
  4. A way to get free advertising—pure and simple.
  5. Ever guaranteed to generate coverage.
  6. Ever 100 percent controllable.
  7. A highly scientific discipline.
  8. Capable of whitewashing all sins.
  9. Necessarily or invariably the adversary of media.
  10. A synonym for spin.