Abbreviation of the English term Public Relations, which we could translate as a relationship with the public. And yet that's what PR is all about. It is a coordinated set of activities, where the company or even a public institution tries to create the best possible impression on the public.
What is PR?
PR is primarily a long-distance run, as it is a long-term and complex activity. Here, the set of PR-related activities differs from advertising. This is because it is targeted relatively in the short term in order to increase brand awareness or increase sales of the product. Public Relation, on the other hand, looks more to the future so that the brand is perceived positively by the public and thus actually creates space for the creation of successful advertising campaigns.
While advertising uses only mass resources on the way to the consumer, PR works with a greater number of communication channels. These can be, for example, public events such as parties, lectures or sporting events.
Of course, the relationship with the media is also an important part of PR. They communicate further towards the public. The field that deals with media relations is called media relations. However, the PR strategy also includes relations with public institutions, such as local governments or legislators, but also with investors or non-profit organizations. In particular, large companies and institutions have to deal with internal and external PR. It is necessary to set up communication also in the direction of your own employees.
In the context of PR, many people may also think of a PR article. But paradoxically, it is more of a marketing tool.