Public relations and media management

The essentials

Public relations (PR) is the planned and continuous effort to build and maintain goodwill and mutual understanding between an organisation and its publics (customers, employees, shareholders, government, media and the community). Unlike advertising, PR mostly relies on unpaid or earned media coverage and aims at credibility and reputation rather than direct sales.

Key points

• Publics: internal (employees) and external (customers, media, investors, government, local community).
• PR tools: press releases, press conferences, media tours, interviews, newsletters and house journals, annual reports, events, exhibitions, sponsorships, websites and social media.
• A press release is a written news statement sent to the media, usually following the inverted pyramid.
• Steps of a PR programme (RACE): Research the situation, plan Action, Communicate the message, and Evaluate results.
• PR campaigns have defined goals, audiences, messages and timelines, like advertising campaigns.
• Brand image is the overall impression people hold about a brand; PR builds it through consistent communication, good conduct and social responsibility.
• Media management means maintaining good relations with journalists, giving accurate information promptly and being accessible.

Exam tips

Contrast advertising (paid, controlled message, sponsor identified) with PR (mostly earned coverage, aims at credibility and goodwill). Learn the RACE steps in order.

Common mistakes

PR is not just "publicity". Publicity is one tool of PR; PR is a long-term management function that also includes listening to the public.