Public relations (PR) is about reputation - the
result of what you do, what you say, and what
others say about you.
A good reputation is not earned overnight. It
has to be carefully cultivated as understanding
and support develop.
PR 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.
Different techniques and skills can be used
by PR professionals as part of a campaign
to develop mutual communication and
understanding with the target audience, from
media relations and public affairs, to online PR
and sponsorship.
PR 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.
