About PR

Public relations is about reputation - the result of what you do, what you say and what others say about you.

The media can make or break your reputation. They can enhance or devalue your brand. They can open up, or slam shut, new markets for your products.

Public relations has to contribute directly to business success. If its task is guarding and managing reputation and relationships this must have a demonstrable effect and not just result in a feel-good factor.

Many different techniques and skills can be used by public relations professionals as part of a campaign to develop mutual communication and understanding with the target audience, from media relations and public affairs (lobbying), to online PR and sponsorship.

Public relations is not always about a short-term campaign, for instance the launch of a new product or service. It also encompasses long-term strategic areas such as advising companies on working with the local community or meeting environmental responsibilities to enhance or protect their image.