Public relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. At its core, PR is about influencing, engaging, and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization.
The practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception differentiates public relations from publicity. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising. The aim is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and persuade them to maintain a positive view about the organization.
Disciplines within PR include corporate communications, crisis communications, marketing communications, media relations, reputation management, events management, social media management, speechwriting, and more. Public relations practitioners face challenges such as low visibility and lack of public understanding but possess deep skills in media relations.
Ethical considerations are paramount in PR. The field is generally unregulated; however many professionals voluntarily adhere to codes of conduct to avoid ethical violations. The T.A.R.E.S. test evaluates ethical persuasion by considering truthfulness, authenticity, respect, equity, and social responsibility.
In conclusion, public relations plays a crucial role in shaping an organization's image and maintaining positive relationships with stakeholders. It involves strategic communication efforts aimed at building trust and credibility while ensuring ethical standards are upheld.