How is public relations put into practice?
The discipline brings together public opinion research, media relations, corporate social responsibility, crisis management and stakeholder communications. A public relations agency is the specialist team that plans and executes this function on an organization’s behalf; the term “PR agency” describes the same service.
Related terms
- Perception Management
- Perception management is communications work aimed at shaping a target audience’s judgment of an organization or issue through accurate information, consistent messaging and evidence.
- PR
- PR is the abbreviation of “public relations,” the communications discipline through which an organization manages its relationships with the media, the public and its stakeholders in a planned way. Unlike advertising, PR does not buy visibility; it earns it through news value and trust. Well-designed PR grows awareness, reputation and trust at the moment of decision, all at once.
- Proactive Communications
- Proactive communications is an approach that acts before a problem arises or an agenda takes shape. It lets an organization tell its own story with its own evidence rather than leaving it to others.
- Reputation Management
- Reputation management is the systematic communications work of measuring, monitoring and protecting, over the long term, how a brand is perceived by the public, the media and its stakeholders. The goal is to strengthen positive perception and to manage potential reputational risks before they escalate into a crisis.
- Stakeholder
- A stakeholder is any party that is affected by or can affect an organization’s decisions: employees, customers, investors, the media and the public.
- Stakeholder Map
- A stakeholder map is an exercise that ranks the groups that affect or are affected by an organization according to their importance, influence and expectations. It determines which audience to reach with which message and through which channel.
Related service
Corporate CommunicationsA strategic approach that strengthens brand reputation, positioning and the corporate narrative through an integrated communications system.
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