Public relations

Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools.

Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. But today the role of public relations is much broader and includes:

• building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets
• closely monitoring numerous media channels for public comment about a company and its products
• managing crises that threaten company or product image
• building goodwill among an organization’s target market through community, philanthropic and special programs and events

Marketers have at their disposal several tools for carrying out public relations. The key tools available for PR include:

• Media Relations
• Media Tours
• Newsletters
• Special Events
• Speaking Engagements
• Sponsorships
• Employee Relations
• Community Relations and Philanthropy