Capterra Glossary
Public Relations (PR)
Public relations is a strategic communication tactic that focuses on establishing a positive relationship between an organization and the public. Oftentimes, public relations professionals are part of an agency. These agencies achieve media coverage by proposing pitches to journalists and gaining spotlight in industry news for its clients. Stories appear on websites, newspapers, magazines, and other informational outlets and are referred to as “earned” media. This term is used since public relations professionals organically generate attention to a brand. Public relations is essential to business since positive coverage in the media boosts the image of an organization. Tactics like public relations play an important role in a businesses marketing strategy as it helps shape the relationships with its existing and potential customers. Usually, public relations is more cost-efficient than using paid advertisements to promote a business.
What Small and Midsize Businesses Need to Know About Public Relations (PR)
Growing organizations use public relations as an affordable way to drive attention to their business. Public relations professionals that work at small businesses are typically experts in the writing for digital media channels and relationship building. This trifecta allows public relations professionals that work at small corporations to gain positive media coverage for their company, which attracts potential customers and ultimately generates company revenue.