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What is Public Relations (PR)
Public relations (PR) is a summary term for the intentional activities of the organization towards the public (towards stakeholders), which serve to the interests of the organization.

Public relations, the abbreviation PR is used. It is a summary term for the intentional activities of the organization towards the public (towards stakeholders), which serve to the interests of the organization. The objective of PR is to create and promote mutual understanding and compliance of the organization with its environment. Good public relations have a direct impact on the commercial success of the organization.

Definition of Public Relations from the Institute of Public Relations from 1978: “Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.”

Public Relations include various forms of communication and communication channels and include two main areas of activities:

  • Internal Public Relations are directed primarily towards employees, the goal is motivation and alignment with the culture, interests and strategic goals of the organization
  • External Public Relations are focused on maintaining and improving relationships with key partners, stakeholders and the public, improving the image of the organization

Public Relations in practice: The objective of PR is to positively influence public opinion, to improve communication with the environment and must therefore be responsive to external stimuli - it is a two-way communication of the organization with its surroundings. Public Relations are closely related to marketing, advertising and promotion - therefore uses similar tools and methods:

CSO is usually responsible for PR, however a degree of responsibility lies on all workers and managers and increases with a level of responsibility. Top management and statutory authority have the highest responsibility not only by active communication, but by their attitudes and behavior in public. Especially in large and well-known companies, the behavior of top management (affairs or positive activities) is monitored very carefully and it has on positive or negative PR a major impact. The organizations also hire specialized companies to help them improve PR in defined areas.

Related terms and methods:

Related profession:

  • PR specialist

Related management field:

Other information and sources (International)
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Last update: 24.06.2015

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