Public relations

Also known as: pr

Public relations (PR) is the field that deals with maintaining the relationship between an organization and the public. The organization can be a commercial company, but also, for example, a government agency. The public should be understood broadly; it can be existing customers and relations of the organization, as well as the general public, including potential customers.

What does a PR department do?

The PR department or agency is primarily concerned with the image of an organization, company or brand, rather than sales. Internal and external communication tools such as press releases, mailings, social media and advertisements are used to inform, but also to engage with target audiences and the media.

Key KPIs for public relations

KPIs (Key Performance Indicators) in public relations measure the effectiveness of PR campaigns and provide insight into how well an organization is achieving its communication and image goals. Common KPIs include media reach (number of publications and press coverage), brand awareness (increase in name recognition), sentiment analysis (positive, neutral or negative coverage), and social media engagement (number of comments, shares and likes). Other key KPIs include the number of press releases posted, the number of media inquiries received, and the growth of the network of influencers and journalists. By monitoring these indicators, a PR department can continuously improve its strategy and build a positive brand image.

the difference between pr and marketing

Although PR and marketing are often conflated, they are substantially different. PR focuses on managing an organization's reputation and image through free publicity, such as press releases, media relations and events. The goal is to build trust and goodwill with the public. Marketing, on the other hand, focuses on promoting products or services to drive direct sales and revenue growth. Together, they reinforce each other's effect and provide a complete communication strategy.