What is public relations?
Public relations (PR) encompasses a set of strategies and a team dedicated to a company’s public image and actions online, in visual media, and in print. Companies, both public and private, and across industries use public relations. It’s often focused on creating the best image possible, even if it requires putting a 'spin' on otherwise neutral or negative news.
PR strategies can be either proactive or reactive toward positive or negative. The methods and functions a PR department uses depend on the nature of the company’s current reputation.
Many businesses turn to public relations analytics software to track the progress and success of different PR campaigns. These tools help PR departments with reporting, analytics, and the overall reach of a campaign.
Types of public relations functions
A department or an individual represents seven types of public relations. These types are:
- Media relations. The relationship between a company and the media often comes to mind when people think of public relations. PR professionals work with media companies directly for company news, quote sourcing, and other communications. Media relations focuses on paid and earned media coverage.
- Investor relations. PR departments collaborate with investors to manage investor feedback, special events, and financial reporting.
- Internal relations. The relationship between a company and its employees is often overlooked when people consider PR, but it’s just as important as the other types. Responsibilities for this department involve creating safe and inclusive work environments or managing internal conflict.
- Production relations. This PR type is closely aligned with a company’s core operations. It teams up with marketing and sales departments to make a media splash for product launches, company updates, mergers and acquisitions, and other special campaigns.
- Customer relations. Companies and customers go hand-in-hand, and customer relations centers that relationship. Methods often include market research, customer success stories, and influencer relationships.
- Government relations. PR departments often need to communicate with governmental institutions or groups, including political relationships.
- Community relations. This PR function concentrates on how the company is viewed within a specific community. Brand reputation is crucial and social media is one of the main outreach methods.
Responsibilities of public relations departments
PR departments cover a wide variety of functions within a company. Crisis and corporate communications and press releases are obvious ones, but PR teams can also support:
- Investor relationship management and communication
- Internal communications
- Reputation management
- Integrated marketing
- Social media and event marketing
- Executive communications
- Content creation
- Speech and presentation writing for speaking engagements
- Research of popular public opinions
- Lobbying
- Public service involvement and activities
How to build a public relations strategy
PR strategies help companies create and monitor campaigns and their effectiveness in different markets. A PR strategy often involves multiple business departments. To create a solid plan, PR teams should:
- Identify the catalyst of the PR strategy and establish the most important motives. Companies need to decide on the role and results PR will have in their organization.
- Research all internal and external factors that could affect a company’s motives. What are the ideal buyer personas? How many media mentions does the business receive? Are they positive or negative? Answering questions like these helps PR list all of the necessary tasks involved.
- Set the goals and key performance indicators (KPIs) the PR strategy should support Common KPIs for PR departments are media mentions, social media engagement, website backlinks, and closed/won opportunities.
- Choose the right methods to reach those goals. These methods might differ based on the industry and the desired outcomes. These goals also affect which PR channels the business chooses.
- Monitor strategy performance and measure results. PR teams may need to shift strategy tactics and KPIs depending on the results.
Public relations vs. marketing
Public relations refers to strategies implemented by a company to manage how the public views it. PR departments employ multiple strategies across different mediums, including marketing.
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Marketing involves campaigns and messaging that promote the company’s product or service. Marketing departments often use an omnichannel approach to reach as much of the public as possible. They’re more focused on creating leads and sales than managing the business's reputation.
Now with a grasp on public relations and its role in a company, learn more about the steps involved in writing press releases.
Whitney Rudeseal Peet
Whitney Rudeseal Peet is a former freelance writer for G2 and a story- and customer-centered writer, marketer, and strategist. She fully leans into the gig-based world, also working as a voice over artist and book editor. Before going freelance full-time, Whitney worked in content and email marketing for Calendly, Salesforce, and Litmus, among others. When she's not at her desk, you can find her reading a good book, listening to Elton John and Linkin Park, enjoying some craft beer, or planning her next trip to London.
