“Public relations practice is the planned and sustained effort to establish and maintain good-will and understanding between an organisation and its publics”.  Institute of Public Relations, UK.

In summary:

• PR involves creative means of building reputation and credibility.
• PR means effective, timely and targeted communication.
• PR relies on the principle that good business sets out to earn and keep the goodwill and support of its key stakeholders.
• PR means careful analysis of feedback and information and the ability to adapt to changing circumstances.

Successful enterprises depend on a range of key relationships.  Well-managed public relations can turn all these vital relationships into assets for the organisation.  Key relationships include:

• consumers
• investors
• legislators
• the media
• employees
• neighbours.

Public Relations above all, requires planning. Once established, it requires ongoing activity to maintain a positive reputation for your products and company.

A word on what PR is not: it is not ‘free advertising’, or ‘spinning’ a story to the media, or exaggerating a product’s attributes, or ‘buying’ positive reviews from a journalist.

PR Activities:		Primary Uses:
Press releases		Generate brand/product/service awareness
Product launches		Convey news about an existing brand/product/service/organisation
Photo-calls		Reinforce advertising and promotional activity
Media interviews		Change/modify consumer opinion/perceptions
Trade events (exhibitions, corporate hospitality days, ‘open days’, seminars		Position companies as leaders/experts
Holding statements/media training		Help manage crises
Media/internet monitoring		Tracking issues