What is Public Relations?

Public relations practice shall be defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding and excellent communications between an organisation and its publics.

Public relations builds and sustains the relationships organisations need to keep their licence to operate.

Public relations professionals evaluate the attitudes of an organisation’s stakeholders - such as employees, shareholders, a community, customers, and /or other specific audiences - and plan and execute a programme of action to earn public understanding and acceptance of an organisation’s policies or activities. Communication, usually visual, written, oral and or experiential, plays a significant part in public relations practice.

To do this work, public relations professionals require core skills in writing, relationship management, and strategic planning. Skills in business literacy, analytics, research and digital media are also desirable.

Public relations professionals can either work for a PR agency or in-house. Specialist areas of focus include media relations, investor relations, government relations, community relations, sponsorship, marketing communications, employee communications, digital and change communications.

Video credit: Catherine Arrow, FPRINZ, PR Knowledge Hub

Video credit: Catherine Arrow, FPRINZ, PR Knowledge Hub