Public relations (PR) is a strategic communication discipline that helps businesses and individuals build positive relationships with their publics. It involves managing the flow of information between an organization and its publics, including media, customers, employees, and the community.

Effective PR can help organizations to shape public opinion, manage crises, and promote their products, services, and brand. It can also help organizations to build trust and credibility, which are essential for success. 

There are many different tactics that PR professionals use to communicate to the public, including:

PR has become increasingly integrated with marketing and advertising efforts. This means that PR professionals must be able to adapt to constantly changing technologies and platforms in order to effectively reach their target audience.  A generation ago, public relations was much more focused on media relations, such as press releases, press conferences, media placement, etc. Today the opportunity to directly communicate with the desired audience is easily available and allows for ongoing dialogue.

PR is an essential part of any organization’s communication strategy, and it can play a crucial role in building and maintaining strong relationships with stakeholders. By building trust and credibility, organizations can effectively promote their products and services and drive communication success.