What is public relations, and why is it so misunderstood?
pub·lic re·la·tions
/ˌpəblik rəˈlāSH(ə)nz/
noun
The professional maintenance of a favorable public image by a company or other organization or a famous person.
– Oxford Languages
A strategic communication process that builds mutually beneficial relationships between organizations and their publics.
– PRSA
The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution.
– Merriam-Webster
These three definitions offer different perspectives, but they still leave many people wondering: what is public relations in practice?
In public relations, there’s a common saying: “PR needs a better publicist.” The communications field is particularly complex, with roles that differ greatly from one company to another, and even more between in-house teams and agencies. While these three definitions of PR are similar, they also contain business jargon that doesn’t offer clear tactics or reveal what PR truly entails.
While most people can easily explain what a doctor or an accountant does, the duties of a PR professional can be vastly different from one publicist to the next. If PR professionals themselves find the definition of the field somewhat unclear, it’s even more challenging to understand for businesses seeking to establish a PR program or hire an agency, especially if they’re starting with a simple question like what is public relations.
This blog will explore the modern definition of PR, the various types of public relations, the differences between PR and other marketing and communication efforts, and why PR is essential for businesses and public figures alike.
What is Public Relations?
The confusion around PR stems from the fact that it’s not a single job, tactic, or outcome. It’s a discipline rooted in relationships, credibility, and long-term value, often without a straightforward path to map return on investment.
A modern definition of PR includes:
- Earning third-party credibility through media coverage, thought leadership, or public engagements
- Shaping and protecting a company’s reputation in both proactive and reactive ways
- Creating authentic narratives that resonate with stakeholders
- Driving strategic visibility for companies, executives and products through earned, owned and shared media
As communication channels have evolved, so has PR. Today, public relations may include social media, influencer relations, internal communications, crisis planning, speaking engagements and awards—services that go far beyond the outdated perception of “just getting press.”
What PR Entails
Modern PR agencies provide a wide range of services that help answer the question: what is public relations in the modern world? Here are a few core offerings that reflect the full scope of what PR entails today:
Media + Analyst Relations
This is the foundation of most PR programs. It includes identifying target media, building relationships with reporters and analysts, crafting pitches and press releases, monitoring news cycles and competitor coverage, and tracking media wins to understand what’s working.
Content Development
From ghostwriting thought leadership articles to drafting blogs and whitepapers, PR professionals create content that drives visibility and demonstrates expertise. Good content supports media outreach, improves SEO and reinforces a brand’s voice.
Awards + Listings
Awards lend third-party validation. PR teams identify high-value opportunities, craft strong submissions and promote the wins to amplify their impact.
Speaking + Events
Industry events are prime opportunities for visibility and credibility. A strategic PR program can help identify the right conferences, manage speaker submissions and shape compelling narratives that get accepted. It doesn’t stop at getting on stage; PR teams also provide speaker training, help develop presentation content and manage logistics like deadlines and booth design.
When done well, events can become powerful moments of connection—not just for the media, but also for customers, prospects, and industry influencers. There are numerous ways to optimize success at trade shows through thoughtful messaging, pre-event outreach and post-event promotion.
Crisis Management + Communication
Reputation management isn’t just for when things go wrong—but when they do, PR plays a critical role. A proactive crisis plan includes clear messaging, defined roles and a thoughtful response strategy that protects the brand and maintains public trust.
Types of Public Relations
While many agencies focus on the overall PR program, some professionals specialize exclusively in one type of PR. In recent years, the lines between these specialties have become increasingly blurred, reflecting the increasingly integrated nature of modern communication strategies. Understanding the key types of PR helps clarify the distinct roles each plays in supporting an organization’s goals.
Media Relations
Media relations involve managing interactions with journalists and media outlets to secure positive coverage and manage the organization’s public image. This includes crafting press releases, pitching stories and responding to media inquiries.
Customer Relations
Although often part of marketing or customer service, PR supports customer relations by shaping brand perception and supporting communication strategies during recalls, changes, or community initiatives.
Investor Relations
Especially relevant for public or high-growth companies, investor relations ensures consistent, compliant, and confident communication with shareholders, analysts and financial media.
Internal Relations
PR also extends inward. From CEO emails to employee town halls, internal comms build alignment, transparency and culture within an organization.
Community Relations
Community relations aim to build and maintain a positive relationship between the organization and the local community. This includes participating in community events, supporting local initiatives and engaging in corporate social responsibility activities.
Public Relations vs. Other Types of Marketing
While PR often overlaps with marketing, advertising and communications, each discipline brings something unique to the table:
PR vs. Advertising
Advertising is paid. You buy space, craft a message and place it in front of your audience. PR is earned. Your story is told by someone else, like a journalist or influencer. Advertising gives you control; PR gives you credibility.
PR vs. Marketing
Marketing focuses on driving sales, often through data, audience targeting and direct campaigns. PR supports those efforts by building awareness and reputation, but often with less tangible (and less immediate) metrics.
PR vs. Communications
Communications is the umbrella under which PR often sits. Comms can include everything from internal messaging to brand voice, while PR specifically focuses on managing external reputation and relationships.
PR Crisis Management
PR shines in times of uncertainty. A solid crisis strategy ensures that when a reputation is at risk—due to layoffs, recalls, leadership changes, or misinformation—there’s a plan in place.
Crisis PR includes:
- Pre-drafted holding statements
- Media training for spokespeople
- Social media response strategies
- Internal comms plans
- A clear post-crisis roadmap
PR helps maintain trust, reduce misinformation and rebuild confidence when it matters most.
Understanding PR
There’s a misconception that PR is about “spin.” But the best PR isn’t about sugarcoating bad news or manipulating public opinion. It’s about truthfully shaping the story—deciding what’s important, how to frame it and who needs to hear it.
In a world where consumers are skeptical and news moves fast, authenticity matters more than ever. Today’s PR is about transparency, integrity and relevance. It’s not about creating an image, it’s about aligning perception with reality.
Who Uses PR?
From startups building awareness to large corporations navigating media scrutiny, nearly every organization benefits from PR. Founders use it to build personal brands. Executives use it to share industry insights. Brands use it to launch products, earn trust and stay relevant.
And in an era of AI-generated content, ad blockers and media fragmentation, earned attention has never been more valuable.
Let’s build something meaningful together. Explore UPRAISE’s services or get in touch to design a custom PR strategy that meets your goals.
