Public relations (PR) involves managing communications between an organization and its various stakeholders, including the public, the media, employees, investors and customers. The primary goal of PR is building and maintaining a positive image of the organization and managing its reputation.
The public relations process begins with an understanding of the organization's goals, values, and target audience. PR professionals work to align communication strategies with these elements to ensure that an organization's messaging is consistent and resonates with its audience. This includes market research, understanding public perceptions and identifying key messages that should be communicated.
A key function of public relations is media relations. This includes building and maintaining relationships with journalists, editors and media houses. PR professionals often pitch stories to the media, hoping to secure coverage that portrays the organization positively. This may include issuing press releases, organizing press conferences or arranging interviews with company representatives. Media relations are key to shaping public perception and gaining exposure.