Define: Public Relations

The process by which a company communicates with its stakeholders and investors, and with the public. Used to maintain a decent public image.

Public relations is the effort to spread interest and promote a favourable picture of a company, association, brand, person, idea, or some other entity. Public relations is distinct from marketing, because it’s less concerned with improving sales of a particular product than promoting its overall image. There are several branches to public relations. Community relations is the area of public relations that enhances an organization’s relationship with outside groups through philanthropic activities. Government affairs uses the tools of public relations to represent an organization to elected officials and regulatory bodies. The branch of public relations that deals with the investing public is known as investor relations. Public relations practitioners employ many methods in their craft, from the basic press release to sophisticated statistical techniques for gauging public opinion. Public relations has traditionally had a less-than-stellar reputation, and the image of the public relations “flak” who is willing to say or do anything is well-etched in public consciousness. But successful public relations is a vital requirement of every large organization, and public relations practitioners play a key role in modern economies.

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This glossary post was last updated: 29th March, 2024.