What is Public Relations?

Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding (a relationship) between an organization and its publics through good character and responsible performance, based on two-way communication. Frequently confused with advertising, public relations is one of five marketing disciplines, as illustrated here.

While advertising always refers to paid messaging, public relations messages and communication are often conveyed through non-paid vehicles, such as media relations tactics (news releases, editorials, interviews on radio and television) and community relations (special events, sponsorships, contributions, etc).

Other public relations disciplines clearly differentiated from advertising include: investor/shareholder relations, employee relations, government relations, crisis communication and litigation PR.

Public relations in all its disciplines is:

	A subtle, professional marketing communications tool
	Cost effective
	Credible - messages communicated via third-party sources
	Retained 10 to 1 over advertising
	Implemented through a variety of tailored tools and tactics

Media relations, the public relations discipline sought and employed by many clients, works when a company or organization:

	Has a reputable and quality product or service to sell
	Has something new to say about itself, a product or a service
	Has information or advice to share (article, presentation, guest editorial)
	Is involved in significant community activities
	Is hosting an event
	Is receiving recognition of significance

Publics important to a company may include:

	Employees
	Customers
	The media - consumer and trade, local and national
	The community
	Vendors, distributors, retailers
	Investors, shareholders
	Any 'public' that contributes to the success of the business