Public relations (PR) is a term most people know. But what is it, exactly?

On a basic level, PR is how an organization or brand communicates with its audience and the public image it presents. The idea is to create a mutually beneficial relationship.

Ready to learn more? Here’s what you should know about PR and how it works.

How is PR different from marketing and advertising?

PR is different from marketing and advertising in one major way.

The PR pro or team is responsible for presenting and maintaining the public image of a person, organization or brand. Marketing and advertising take the role of promoting products or services (and the sales team, if applicable).

What do PR professionals do?

Unlike marketing, PR professionals don’t buy advertising or focus on increasing revenue.

Instead, people in PR generally build a public reputation by using unpaid avenues such as social media, press releases, media relations and pitches, blogging or speaking engagements to leverage the organization’s mission. (In short, they leverage earned media.)

There is wiggle room when it comes to specific responsibilities depending upon whether it’s a government agency, nonprofit, public brand, or a different kind of organization.

How can PR work with marketing to optimize potential?

While PR and marketing professionals do different things, they do need to work together in some ways.

PR works to attract positive attention from the press, but marketing grows brand awareness and builds the consumer audience. When these teams work together, companies have a better chance at building brand trust and earning a positive reputation.

Still have questions?

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