Most people haven’t got a slightest idea about public relations.

So, what do public relations professionals do? in short, we manage the communication with various stakeholders:

Another way of answering this question is to take a closer look at a few examples of what types of objectives a typical public relations officer has:

  • Increase awareness via owned and unpaid channels.
  • Educate the market and modify perceptions.
  • Increase word-of-mouth strategically.
  • Increase positive publicity and decrease negative publicity.
  • Coach and prepare corporate spokespeople.
  • Introduce new products or services.
  • Manage inquires from journalists and analysts.
  • Keep stakeholders well-informed.
  • Strategic work (positioning, perception management etc.)
  • Establish and develop mutual relationships with key publics.
  • Monitor word-of-mouth and press coverage.
  • Improve internal communications.
  • Prepare and manage crisis situations.
  • Manage issues before they escalate and become real problems.
  • Influence public opinion and legislative processes.
  • Develop the PR strategy and keep the PR plan updated.
  • Gather actionable insights from data analysis and focus groups.
  • Produce and publish informational and educational content.

A common misconception is that public relations is all about pitching and securing publicity (media relations) for the organisation. Still, this only makes up for a tiny percent of a typical workday for most public relations professionals.

Photo by Shridhar Gupta on Unsplash.