What is Public Relations? A Beginner’s Guide to PR

Public Relations (PR) is often misunderstood. Some see it as mere publicity, others confuse it with advertising, and many think it’s simply about crisis management. In reality, PR is a powerful strategic tool used by businesses, organisations, and individuals to shape public perception, build credibility, and foster meaningful relationships.

If you’re new to PR, this beginner’s guide will help you understand what it is, why it matters, and how it works.

What's it all about?

At its core, Public Relations is about managing communication between an organisation and its audience.

It involves storytelling, reputation management, and strategic messaging to influence public perception in a positive way.

Unlike advertising, which relies on paid promotions, PR typically focuses on earned media - coverage gained through media placements, events and activations, social proof, and word-of-mouth.

PR can take many forms, including:

• Media Relations - Working with journalists to secure press coverage.

• Crisis Management - Helping organisations navigate reputational risks.

• Corporate Communications - Managing internal and external messaging.

• Event Management - Organising events to engage stakeholders.

• Influencer & Social PR - Leveraging digital platforms to shape brand image.

Why is PR Important?

Public perception can make or break a business. Whether you’re a multinational corporation, a start-up, or an individual looking to build a personal brand, PR helps you establish trust and credibility.

1. Builds Credibility and Trust

Unlike paid ads, PR is earned. When a trusted media outlet features your brand, it carries more weight than a paid promotion. Consumers trust third-party endorsements more than self-promotion, making earned PR a powerful credibility builder.

2. Manages Reputation

PR is essential in protecting and maintaining a positive reputation. Whether it’s responding to negative press, handling a crisis, or simply ensuring your messaging is clear and consistent, PR professionals play a crucial role in reputation management.

3. Drives Awareness & Visibility

Getting your brand featured in the media, mentioned by influencers, or recognised by industry leaders can significantly boost awareness. PR helps businesses stay relevant and top-of-mind among their target audience.

4. Supports Business Growth

Effective PR can drive business results. Whether you’re launching a new product, entering a new market, or looking to attract investors, strong PR campaigns can create opportunities for growth and expansion.

How PR Works

PR is a mix of strategy, creativity, and relationship-building. Here’s a breakdown of how PR professionals execute campaigns:

1. Research & Strategy

Before any PR activity begins, a deep understanding of the brand, target audience, and competitive landscape is essential. PR professionals develop strategies aligned with business objectives, identifying key messages and the best channels to reach their audience.

2. Crafting the Message

Effective PR is all about storytelling. Whether it’s a press release, a thought leadership article, or a social media campaign, crafting compelling narratives that resonate with the audience is key.

3. Media Outreach & Relationship Building

PR professionals build and maintain relationships with journalists, editors, and influencers. Pitching stories, securing interviews, and fostering media connections are fundamental aspects of PR.

4. Execution & Distribution

Once the strategy is set, PR campaigns are rolled out through various channels - press releases, media interviews, social media, influencer partnerships, and events.

5. Monitoring & Measuring Impact

PR success isn’t just about media coverage. Metrics such as media impressions, audience engagement, brand sentiment, and website traffic help gauge the impact of PR efforts. Many professionals use tools like Google Analytics, Meltwater, or Brandwatch to measure results.

Common PR Tactics

PR campaigns can take many forms depending on the goals of the organisation. Some common PR tactics include:

• Press Releases – Official statements shared with the media to announce news.

• Media Pitches – Personalised story ideas pitched to journalists.

• Thought Leadership – Positioning key executives as industry experts through op-eds and interviews.

• Crisis Communication – Managing and mitigating reputational risks.

• Influencer Collaborations* – Partnering with social media influencers to amplify messaging.

• Event PR – Generating media buzz around launches, conferences, and networking events.

*In recent years these have typically been conducted on a paid basis however there are still some organic opportunities with the right strategy and the right talent.

PR vs. Advertising: What’s the Difference?

Many people confuse PR with advertising, but they are fundamentally different.

Aspect	Public Relations	Advertising
Media Coverage	Earned (through media, influencers, word-of-mouth)	Paid (ad placements, sponsorships, paid editorial)
Credibility	High (third-party endorsement)	Lower (self-promotion)
Control	Limited (media decides how to frame the story)	Full (advertisers control the message)

While advertising ensures guaranteed visibility, PR builds trust and credibility over time. Most successful brands use a mix of both for a well-rounded communication strategy.

Getting Started in PR

If you’re looking to break into PR—whether as a business owner managing your own PR or as a professional entering the field—here are some tips:

1. Stay Informed - Follow industry news, trends, and key publications like PRWeek, The Drum, and Marketing Week.

2. Build Media Relationships - Connect with journalists, influencers, and editors relevant to your industry.

3. Master Storytelling - Learn how to craft compelling narratives that capture attention.

4. Leverage Digital PR - Social media, podcasts, and online publications are key components of modern PR.

5. Measure Your Success - Track media mentions, website traffic, and audience engagement to refine your strategy.

   
   

Final Thoughts

Public Relations is more than just press releases and media coverage - it’s about shaping perception, building trust, and driving meaningful connections. Whether you’re a brand looking to boost visibility or a professional starting a career in PR, understanding the fundamentals detailed above will set you on the path to success.