Public Relations (PR)

What is Public Relations (PR)?

Public relations (PR) is the shaping of an organization's public communication. It builds relationships with relevant target groups, creates understanding and trust, and cultivates reputation.

Public Relations (PR) in Detail

Public relations comprises all measures by which an organization shapes its communication with the public – toward media, customers, politics, employees, and further stakeholders. The aim is to build and maintain understanding, trust, and a good reputation. Among the fields of PR are media work (media relations), topic and message placement, events, publications, digital communication, and crisis communication. Unlike advertising, which is clearly recognizable as paid self-presentation, PR relies more on credible, editorially conveyed, or dialogue-oriented communication. Good public relations is strategic, long-term, and aligned with clear messages; it rests on relevance and credibility rather than pure self-presentation. PR is closely connected with corporate communications and contributes significantly to image and reputation. In a networked public sphere, it has also become more dialogue-oriented – listening and participation are part of it.

In practice, public relations comprises all measures by which an organization shapes its communication with the public – toward media, customers, politics, employees, and further stakeholders. The aim is to build and maintain understanding, trust, and a good reputation. Among the fields are media work, topic and message placement, events, publications, digital communication, and crisis communication. Unlike advertising, which is clearly recognizable as paid self-presentation, PR relies more on credible, editorially conveyed, or dialogue-oriented communication. Good public relations is strategic, long-term, and aligned with clear messages and rests on relevance and credibility rather than pure self-presentation. In a networked public sphere, it has also become more dialogue-oriented – listening is part of it.

What is Public Relations used for?

Public relations shapes an organization's communication with its target groups in order to build understanding, trust, and reputation. Through media work, message placement, events, and digital communication, it works credibly and in a dialogue-oriented way.

Public Relations (PR) – Examples in Practice

An organization builds its reputation through continuous press work. A company places a socially relevant topic in the public sphere. A PR department steers communication across its own and editorial channels.

Public Relations: Key Features at a Glance

• Definition: shaping public communication
• Target groups: media, customers, politics, stakeholders
• Fields: media relations, events, digital communication
• Distinction: more credible than pure advertising
• Aim: understanding, trust, reputation

Related Terms

• Corporate Communications
• Media Relations
• Message Placement
• Image
• Crisis Communication

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Public Relations (PR): Frequently Asked Questions

What is public relations (PR)?

The shaping of an organization's public communication – it builds relationships, understanding, and trust and cultivates reputation.

What belongs to public relations?

Media work, topic and message placement, events, publications, digital communication, and crisis communication.

What is the difference between PR and advertising?

Advertising is clearly recognizable as paid self-presentation. PR relies more on credible, editorially conveyed, or dialogue-oriented communication.

How do PR and corporate communications relate?

PR (public relations) is a central part of corporate communications, which additionally bundles all internal and external communication strategically.