Public Relations (PR) is the strategic communication process that builds mutually beneficial relationships between organisations and their publics. Whether it’s a business, government department, charity, or celebrity, PR helps create a positive image and maintain strong relationships with the public. Think of it as the art of storytelling, where the story must resonate with the audience and make a lasting impression.

What Do Public Relations Specialists Do?

PR specialists are like the bridge between an organisation and the outside world. Their tasks include:

  • Writing press releases: Sharing newsworthy updates about the organisation.
  • Managing social media: Engaging with followers and sharing the right messages.
  • Organising events: Hosting launches, press conferences, or community activities.

In short, PR specialists are communication experts who ensure the organisation is in the spotlight for all the right reasons.

TV interview in process

How Is PR Different From Advertising?

While both PR and advertising aim to promote an organisation, they do so in very different ways:

  • PR focuses on earned media, such as press coverage or word-of-mouth, which builds trust because it’s seen as authentic and unbiased.
  • Advertising involves paid media, like placing ads in newspapers, online, or on TV, where the organisation has direct control over the message and its delivery.

Think of PR as convincing someone to recommend a movie and advertising as putting up a billboard for the same film.

How to Run an Effective PR Campaign

Effective PR campaigns don’t happen by chance. They require a clear plan, creativity, and strong communication. Here are some key tips:

  1. Know your audience: Understand who you’re talking to and tailor your message to them.
  2. Set clear goals: Define what you want to achieve, whether it’s increased awareness, better public image, or more engagement.
  3. Craft a compelling story: People connect with stories, so make yours interesting and relatable.
  4. Use multiple platforms: Share your message through traditional media, social media, and other channels to reach a wider audience.
A business executive hosting a seminar

Why PR Matters

Public perception can make or break an organisation. PR helps build credibility, trust, and strong relationships with stakeholders. It’s more than just managing crises—it’s about consistently showcasing the best side of your organisation.

Kickstart Your PR Career with Oxbridge Academy

Learn the ins and outs of public relations with our N courses – starting with N4 Public Relations. These courses equip you with essential PR skills by covering communication, office practice, and information processing. It also prepares you for further studies in PR, opening the door to advanced career opportunities.

Studying this course may be a good option if:

  • You want to earn a national qualification in public relations.
  • You want to gain the essential skills needed to start working in PR.

Our flexible learning options enable you to study independently and gain the qualifications you need to succeed. Enrol today and start your journey in public relations!