Public relations is often misunderstood. To understand what public relations is, let’s start with what it isn’t. PR is not:

• Advertising
• Marketing
• Journalism

Public relations, marketing, and advertising often share the same basic goals, and sometimes advertising and PR are considered narrow niches under the wider marketing umbrella. While they can often revolve around increased visibility, the key distinction between the three is in their methods. Public relations takes the approach of communicating with the public (or their target audience), often through the media.

Public relations isn’t directly related to sales, as marketing and advertising often are. Public relations can have several distinct goals, including but not limited to:

• Raising awareness / advocacy
• Building or maintaining an image
• Repairing an image or crisis management
• Persuasion of public opinion towards an issue / propaganda
• Building a buzz before the a product launch, event, etc.

PR is about communication, and there are a variety of PR communication tactics, whether they be written, verbal, or otherwise released, such as:

• Press releases
• Features
• Press conferences
• Speeches
• Public service announcements
• Annual reports
• Brocures
• Newsletters
• Press kits / media kits