Public relations are the management of communications and relationships
between an organisation and its target audience to establish goodwill
or to influence opinion.
It can change attitudes and behaviours, generate inquiries and participation
by target audiences, raise funds, increase sales and membership, increase
brand recognition, increase employee morale, satisfaction and retention
and achieve recognition for key stakeholders.
Activities are broad and can include a mix of media relations, government
relations, issues management, promotions, events and internal or external
communications.
Media relations should not be confused with advertising, which is paid
space to promote a product or service. A PR professional is able to identify
key messages to present your story to specific media with a view to obtaining
free editorial coverage.
Communications materials can be used to promote
an organisation, product or service to existing and potential customers.
Materials can include brochures, websites, newsletters, reports or speeches
- all professionally written and designed according to the individual
style of the organisation.
