What is Public Relations?
Public Relations (PR) is the practice of managing communication between an organization and its various publics — customers, employees, investors, media, government, and the general public. The goal is to build and maintain a positive reputation.
“Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.” — Chartered Institute of Public Relations (CIPR)
PR differs from advertising in a key way: advertising is paid media (you control the message), while PR is earned media (journalists and others choose to cover you).
Core PR Concepts
| Concept | Definition |
|---|---|
| reputation management | protecting and enhancing how an organization is perceived |
| brand image | the overall impression people have of a brand |
| stakeholder | anyone with an interest in an organization |
| public | a group of people with a shared interest in an organization |
| media relations | managing relationships with journalists and media outlets |
| press release | an official statement sent to media |
| press conference | a meeting where an organization addresses journalists |
| spokesperson | a person authorized to speak for an organization |
| messaging | the key points an organization wants to communicate |
| narrative | the story an organization tells about itself |
Types of PR
Media Relations
Working with journalists to get coverage in newspapers, TV, radio, and online media:
"The PR team pitched the story to several journalists."
"The company issued a press release about the new product."
"The CEO gave an exclusive interview to the Financial Times."
"The story was picked up by major news outlets."
Crisis Communication
Managing communication during a crisis to protect reputation:
"The company issued a statement addressing the allegations."
"The CEO apologized publicly for the data breach."
"The PR team worked to contain the damage."
"They hired a crisis management firm."
The golden rules of crisis communication:
- Respond quickly — silence looks like guilt
- Be transparent — don’t hide information
- Show empathy — acknowledge the impact on people
- Take responsibility — don’t deflect blame
- Explain what you’re doing to fix it
Corporate Communications
Internal and external communication for businesses:
- Internal communications: keeping employees informed
- Investor relations: communicating with shareholders
- Government relations / lobbying: engaging with policymakers
- Community relations: building relationships with local communities
Social Media PR
Managing an organization’s presence on social media:
"The brand's Twitter response went viral."
"The influencer partnership generated significant coverage."
"The social media crisis was handled poorly."
"User-generated content amplified the campaign."
PR Vocabulary
Positive PR Terms
| Term | Definition |
|---|---|
| favorable coverage | positive media attention |
| brand ambassador | a person who represents a brand positively |
| thought leader | an expert whose opinions are widely respected |
| earned media | coverage you didn’t pay for |
| organic reach | audience reached without paid promotion |
| word of mouth | recommendations from person to person |
| goodwill | positive feelings toward an organization |
| credibility | being trusted and believed |
Negative PR Terms
| Term | Definition |
|---|---|
| scandal | a shocking event that damages reputation |
| controversy | a public disagreement or dispute |
| backlash | a strong negative reaction |
| damage control | actions to limit harm to reputation |
| spin | presenting information in a favorable way |
| greenwashing | falsely claiming environmental responsibility |
| crisis | a situation threatening an organization’s reputation |
| negative press | unfavorable media coverage |
Media Terms
| Term | Definition |
|---|---|
| press release | an official written statement for media |
| media kit | a package of information for journalists |
| embargo | an agreement not to publish until a set time |
| exclusive | a story given to only one media outlet |
| off the record | information not for publication |
| on background | information that can be used but not attributed |
| soundbite | a short, memorable quote |
| headline | the title of a news story |
| byline | the journalist’s name on an article |
| op-ed | an opinion piece in a newspaper |
Writing a Press Release
A press release follows a standard format:
FOR IMMEDIATE RELEASE
[HEADLINE — clear, newsworthy, active voice]
[CITY, DATE] — [Lead paragraph: who, what, when, where, why]
[Body: supporting details, context, background]
[Quote from spokesperson]
[Boilerplate: standard description of the company]
### (indicates end of release)
Contact:
[Name]
[Title]
[Email]
[Phone]
Example headline styles:
"TechCorp Launches Revolutionary AI Platform for Small Businesses"
"Local Charity Raises $1 Million for Children's Hospital"
"CEO Resigns Following Board Investigation"
Crisis Communication Vocabulary
| Term | Definition |
|---|---|
| crisis | a situation that threatens reputation or operations |
| crisis management | planning and responding to crises |
| damage control | limiting harm from a crisis |
| statement | an official communication |
| apology | an expression of regret |
| recall | withdrawing a product from the market |
| investigation | an official examination of events |
| transparency | openness about information |
| accountability | taking responsibility for actions |
| remediation | fixing a problem |
PR in the Digital Age
Modern PR must navigate digital media:
"The story went viral on social media."
"Influencer marketing has become a key PR tool."
"Online reputation management is increasingly important."
"A negative review can spread globally in minutes."
"The brand's response time on Twitter is critical."
Key digital PR concepts:
- SEO (Search Engine Optimization): ensuring positive content ranks highly
- Online reputation management (ORM): monitoring and managing online mentions
- Social listening: tracking what people say about your brand online
- Influencer relations: working with social media influencers
- Content marketing: creating valuable content to build reputation
PR Career Vocabulary
| Role | Responsibilities |
|---|---|
| PR manager | oversees PR strategy and team |
| communications director | leads all organizational communications |
| media relations specialist | manages journalist relationships |
| crisis communications consultant | advises during crises |
| social media manager | manages social media presence |
| copywriter | writes PR materials |
| account executive | manages client relationships at a PR agency |
Useful Phrases
"The company issued a statement saying..."
"A spokesperson for [company] declined to comment."
"The PR team is working to manage the fallout."
"The story was picked up by major news outlets."
"The campaign generated significant media coverage."
"The brand's reputation took a hit after..."
"They hired a PR firm to handle the crisis."
"The CEO gave a public apology."
"The company is committed to transparency."
"We are working to address these concerns."
Resources
- CIPR: Chartered Institute of Public Relations
- PRSA: Public Relations Society of America
- PR Week — industry news
- Ragan Communications — PR resources
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