Public relations
Managing information to shape public perception and build relationships.
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception. It differs from publicity in that PR is controlled internally, while publicity is contributed by external parties. PR aims to create earned media coverage rather than paying for advertising, though advertising can be part of broader PR activities. The field is closely linked to journalism through media relations, but while journalism strives for objectivity, PR presents developments in a way that supports the interests of the organization it represents. PR professionals work in a variety of settings, including PR and marketing firms, businesses, government agencies, and nonprofits. Common job titles include public relations coordinator, specialist, and manager internally, or account executive and media relations manager at agencies. Their responsibilities range from designing communications campaigns and writing press releases to managing crisis situations, internal communications, and brand awareness. Success requires a deep understanding of stakeholders’ interests and the ability to address them using publicity.
The definition of public relations has evolved over time. Early pioneers Ivy Lee and Edward Bernays first defined it as a management function that tabulates public attitudes and executes programs to earn public understanding. Bernays described the PR counsel as an agent working with media and social groups to bring ideas into public consciousness. In 1978, the World Assembly of Public Relations Associations defined it as the art and social science of analyzing trends, counselling leaders, and implementing programs that serve both the organization and the public interest. The Public Relations Society of America defined it in 1982 as helping an organization and its publics adapt to each other, and later adopted a crowd-sourced definition: a strategic communication process that builds mutually beneficial relationships. The UK’s Chartered Institute of Public Relations focuses on reputation, describing PR as the discipline that looks after reputation by earning understanding and support, and influencing opinion and behavior through planned, sustained effort.
- field
- Public relations
- known_for
- Managing communication between organizations and their publics to influence perception
Lore & Background
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization—such as a business, government agency, or nonprofit—to the public to influence perception. It is internally controlled, unlike publicity, which is contributed by external parties. PR often uses topics of public interest and news items that do not require direct payment, aiming for earned media coverage rather than paid advertising, though advertising that distributes core PR messages is also part of broader PR activities. A typical example is generating a news article featuring a client instead of paying for an adjacent advertisement. PR professionals work for firms, businesses, government agencies, and nonprofits, holding titles like public relations coordinator, specialist, or manager internally, or account coordinator, executive, supervisor, or media relations manager at agencies. Their responsibilities include designing campaigns, writing press releases, arranging interviews, preparing clients for press conferences, managing reputation, crisis management, internal communications, and brand awareness. Success requires deep understanding of stakeholders’ interests and concerns, using publicity as the primary tool. The field’s definitions have evolved: the 1978 World Assembly of Public Relations Associations described it as the art and social science of analyzing trends, predicting consequences, counselling leaders, and implementing programs serving both the organization and public interest. The Public Relations Society of America’s 1982 definition stated PR helps an organization and its publics adapt mutually, while a 2011–2012 crowd-sourced definition called it a strategic communication process building mutually beneficial relationships. The UK-based Chartered Institute of Public Relations focuses on reputation as the result of what you do, say, and what others say, emphasizing planned, sustained effort to establish goodwill and mutual understanding.
Reader's Guide
Public relations is significant as a strategic management discipline that helps organizations build trust, enhance reputation, and manage relationships with multiple publics—including customers, staff, investors, politicians, regulators, neighbors, and business partners. Its definitions have evolved over time, with professional bodies like the PRSA and the UK-based Chartered Institute of Public Relations offering varying formulations. The field encompasses activities such as media relations, crisis management, internal communications, and brand awareness. PR professionals work in firms, businesses, government, and nonprofits, with job titles including public relations coordinator, account executive, and media relations manager. The practice has been shaped by its historical roots in propaganda during the World Wars and the subsequent spread of American PR practices to Europe via the Marshall plan.
Did You Know?
- In February 2026, the UK-based Public Relations and Communications Association published a core definition stating PR 'builds trust, enhances reputation and helps leaders interpret complexity and manage volatility.'
- Quentin Langley argues the use of the word 'publics' in the plural is central to understanding public relations, dividing publics into customers, staff, investors, politicians and regulators, neighbours, and business par
- World War I is considered 'modern propaganda's launching pad,' which later led to more sophisticated commercial publicity efforts.
Frequently Asked Questions
What is Public relations?
Public relations is the practice of managing how information flows from a person or organization out to the public, with the goal of shaping how people perceive that entity. It is often described as a strategic communication process focused on building mutually beneficial relationships between an organization and its audiences.
How is Public relations different from publicity?
PR is managed and controlled internally by the organization itself, whereas publicity comes from external parties who choose to cover a story. In short, PR is deliberate and self-directed communication, while publicity is earned attention you did not directly produce.
What is the main goal of Public relations?
The core aim is to create earned media coverage and build trust with the public rather than simply buying ad space. PR seeks to manage perception strategically so that an organization and its publics develop a lasting, mutually beneficial relationship.
Does Public relations include advertising?
PR primarily focuses on earned media—coverage that is generated because the story is newsworthy—rather than paying for placement. That said, advertising can still play a supporting role within a broader PR campaign, even though it is not the discipline's central tool.
More in Society And Culture 1-23
Spotted an error? Know more?
This is a living reference — every entry is fact-audited, and reader corrections feed straight into our audit queue. Suggest an edit · See this site's audit record