Read the notes, then try the practice. It adapts as you go.When you're ready.
Session Length
~17 min
Adaptive Checks
15 questions
Transfer Probes
8
Public relations (PR) is the strategic communication practice that organizations, individuals, and governments use to build and manage relationships with their various publics. It encompasses the deliberate planning, execution, and evaluation of communication efforts designed to shape public perception, earn media coverage, manage reputation, and foster mutual understanding between an organization and its stakeholders. Unlike advertising, which relies on paid media placements, public relations traditionally focuses on earned media, meaning coverage and attention gained through the newsworthiness and credibility of the message itself.
The modern discipline of public relations traces its origins to the early twentieth century, with pioneers such as Ivy Lee and Edward Bernays establishing its theoretical and practical foundations. Ivy Lee introduced the concept of transparent communication between corporations and the press, while Bernays, often called the father of public relations, applied principles from psychology and social science to shape public opinion on behalf of clients. Over the decades, the field evolved from simple press agentry and publicity into a sophisticated management function guided by research, strategic planning, two-way communication models, and ethical standards codified by organizations such as the Public Relations Society of America (PRSA) and the International Association of Business Communicators (IABC).
Today, public relations operates across a wide spectrum of specializations, including media relations, crisis communication, corporate communication, government affairs, investor relations, community engagement, and digital or social media PR. The rise of digital platforms has fundamentally transformed the practice, enabling organizations to communicate directly with audiences while also exposing them to real-time public scrutiny. Effective PR practitioners must now master data analytics, content creation, influencer engagement, and reputation monitoring alongside traditional skills like press release writing and media pitching. The field continues to grow in strategic importance as organizations recognize that trust, transparency, and authentic stakeholder engagement are essential assets in an interconnected world.
One step at a time.
The practice of building and maintaining productive relationships with journalists, editors, and media outlets to secure earned media coverage that favorably represents an organization or its messages.
Example: A tech startup cultivates relationships with technology reporters and provides them with exclusive early access to a product launch, resulting in favorable reviews and feature stories across major publications.
The strategic planning and response process used to protect an organization's reputation when faced with a threat, emergency, or negative event that could harm public perception or stakeholder trust.
Example: When a food company discovers contamination in one of its products, its PR team immediately issues a public recall, holds a press conference with the CEO taking responsibility, and provides regular transparent updates until the issue is resolved.
Publicity and coverage gained through promotional efforts other than paid advertising, such as news articles, editorial mentions, social media shares, and word-of-mouth endorsements, valued for its perceived credibility.
Example: A nonprofit's compelling story about its impact on local communities is picked up by a national newspaper, generating widespread awareness without any advertising expenditure.
The framework recognizing that organizations must consider and balance the interests of all parties affected by their actions, including employees, customers, investors, communities, regulators, and the general public.
Example: A pharmaceutical company developing a new drug communicates differently with patients, healthcare providers, investors, and regulatory agencies, tailoring its messages to address each group's specific concerns and interests.
A model of public relations proposed by James Grunig in which organizations and publics engage in genuine dialogue, seeking mutual understanding and willingness to change behavior on both sides rather than one-way persuasion.
Example: A city government holds open town hall meetings and online forums where residents can voice concerns about a proposed development, and the government adjusts its plans based on the feedback received.
An organization's commitment to operating ethically, contributing positively to society, and minimizing negative environmental and social impacts, often communicated through public relations efforts to build goodwill and reputation.
Example: A clothing brand publishes an annual sustainability report detailing its efforts to reduce carbon emissions, use fair-trade materials, and support factory worker welfare, which its PR team promotes to media and consumers.
The strategic construction and presentation of key messages to influence how audiences interpret and respond to information, emphasizing certain aspects while de-emphasizing others to shape perception.
Example: A hospital system frames its new patient safety initiative not as a response to past errors but as a proactive commitment to being the safest healthcare provider in the region.
The theory that media and communication professionals influence which topics the public considers important by selecting and emphasizing certain issues over others, thereby shaping public discourse.
Example: An environmental organization repeatedly pitches stories about ocean plastic pollution to major news outlets, eventually making it a prominent topic in national policy debates.
More terms are available in the glossary.
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