What Are Public Relations

As public relations (or PR for its acronym) is called the professional activity that is responsible for managing communication, interaction and the image that a person, organization or institution projects to its public.

Public relations uses a set of methods, strategies and dissemination and communication tools that are aimed at building, managing and maintaining the public image of a person or company.

Public relations works with fundamentally intangible resources, such as:

  • the identitywhich is the differentiating value of a person or organization in relation to its competitors;
  • The philosophywhich are the principles under which the objective of the institution is sustained;
  • culturewhich defines his way of acting;
  • the picturewhich is associated with the representation that characterizes the institution, and
  • the reputationwhich is the mental representation that the public has generated in relation to the organization.

The discipline of public relations feeds on methods and theories drawn from different fields of knowledge, such as advertising, marketing, social communication, politics, psychology, sociology, among others.

Types of public relations

internal public relations

Internal public relations are those that are in charge of communicating and consolidating in employees the company’s image, its institutional policies, as well as its philosophy and the set of values ​​on which the organization’s objective is based.

external public relations

External public relations are those that are aimed at publicizing the image, values, philosophy and objectives by which a person, company or organization is distinguished for a specific audience.

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For this reason, external public relations strategically manage their communication with other companies or institutions, public or private, as well as with the media and the general public.

negative public relations

Negative public relations are designated those whose objective is to discredit or promote the bad image of a rival or competitor in the public eye, whether it is a company, an organization or a political contender. In this sense, it is above all very common in the field of politics.

Public Relations Goals

Among the main objectives of public relations are:

  • to give prestige to the public image of a person or company,
  • capture wills,
  • achieve fidelity or
  • achieve consensus around their actions in the specific fields where they work.

Hence, public relations have application both in politics and in business or institutional management.