Summary: This FAQ explains the basics of PR in a simple and easy way. If you’re new to PR or just want a better understanding, this guide gives a quick overview of how PR helps brands get noticed and build trust.

What is PR?

“PR” stands for public relations, which is the strategic process an organization or individual uses to earn trust and understanding from key audiences like journalists, customers, investors, key stakeholders, and community members.

It does this by shaping what an organization or individual says, how they say it, and how they respond when others ask questions or raise concerns.

PR includes proactive communication (like pitching stories, offering expert sources, and building relationships with reporters) and reactive communication (like handling issues or crises), with the goal of building credibility through accurate, consistent information rather than paid advertising.

What does PR usually include?

  • Writing and sharing news updates (like press releases or blogs)
  • Pitching stories to reporters and editors (so you can earn coverage, not buy ads)
  • Setting up interviews with key reporters and helping spokespeople prepare
  • Anticipating, analyzing, and interpreting public opinion and issues that might have an impact on an organization or individual
  • Keeping messaging consistent across channels (website, social, email, etc.)

What does a PR firm do?

A PR firm helps businesses, organizations, nonprofits or individuals manage their reputation, build visibility, and communicate effectively with the public, media, and other internal or external stakeholders.

PR firms create strategic communication plans that align with an organization’s goals and audiences. They research public opinion and craft messages that support long-term reputation and trust.

Core services of PR firms include:

  • Strategic communications planning: Align PR initiatives and narrative strategies with business goals
  • Thought leadership: Build executive and expert credibility with strategic narratives that establish them as industry leaders
  • Media training: Prepare leadership, subject matter experts, or spokespeople for interviews and public appearances
  • Content creation: Write white papers, bylined articles, news releases, FAQs, and digital content to support strategic initiatives
  • Reputation management and crisis services: Develop and implement proactive and reactive strategies for reputation challenges
  • Measurement and evaluation: Track media mentions, visibility, and impact on business goals and reputation

Who needs PR?

Many different individuals, groups, and industries benefit from strategic PR planning and support. PR helps shape reputation, grow visibility, and communicate effectively with key audiences.

Some examples of who can benefit from PR include:

  • Corporations and brands seeking greater visibility and a stronger reputation among customers, investors, community members, or potential employees
  • Startups and small businesses seeking growth and building early awareness and credibility with customers, investors, and new hires
  • Companies preparing for acquisition or investment wanting to strengthen their narrative, proof points, and value among prospective buyers or investors
  • Businesses entering new markets or launching new offerings needing to explain value, garner attention, and reduce any stakeholder confusion or skepticism
  • Organizations facing issues or crises that need to communicate clearly, protect trust, and stabilize stakeholder confidence
  • Executives, founders, and subject matter experts (SMEs) who are building authority and becoming go-to sources for journalists and industry audiences
  • Nonprofits and advocacy organizations looking to increase awareness and motivate action (such as donations, volunteers, or participation)
  • Professional services firms (law, accounting, consulting, architecture, engineering) building credibility and winning higher-value work
  • B2B companies in complex industries (healthcare, energy, finance, data centers, manufacturing) translating technical value into clear stories and third-party coverage
  • Government agencies and public-sector entities hoping to improve public awareness, program participation, and transparency
  • Educational institutions (universities, schools, training programs) looking to recruit students, attract donors, change leadership, and handle sensitive issues
  • Trade associations and industry groups seeking to shape narratives, influence policy conversations, and increase membership engagement
  • Real estate developers who need to earn community support, manage public meetings, and address local concerns
  • Event organizers and conferences who want to increase attendance, recruit more sponsors, and garner earned media coverage
  • Organizations undergoing major change (rebrands, restructuring, leadership transitions, mergers) who need help aligning stakeholders and reducing uncertainty

How is PR different from advertising or marketing?

PR is different from advertising and marketing because it focuses on gaining credibility through earned media rather than paying for it. This usually takes the form of coverage that includes new articles, opinion pieces, broadcast TV, radio segments, or podcasts.

Advertising is paid placement, meaning a company or agency buys space or time to deliver a message it fully controls.

Marketing focuses on promoting products and driving customer acquisition and sales through paid, owned, or promotional channels.

Earned media is generally perceived as more credible than traditional advertising because it comes from independent or third-party editorial sources rather than paid promotion. Recent research from the University of Oxford highlights the role of journalistic standards and editorial independence in shaping audience trust in news content.

What results should you expect from PR?

Organizations and individuals should expect PR to deliver increased visibility, stronger credibility, and a more positive reputation over time. One of the primary outcomes of PR is earned media coverage—such as news articles, interviews, and feature stories—which helps brands reach audiences through trusted third-party sources.

PR does not guarantee immediate sales, exact media placements, or full control over how a story is told. While PR professionals work to secure earned media coverage, journalists ultimately decide whether to write and frame a story. According to the Public Relations Society of America (PRSA), PR focuses on building relationships, trust, and understanding over time, not on guaranteed outcomes or paid exposure.

Note: This blog post was researched by our intern, Micah Talley.