How public relations (PR) work
Public relations (PR), according to the Chartered Institute of Public Relations (CIPR), is ‘a sustained effort to foster goodwill between an organisation and its audience(s)’. Why though, it might be reasonable to ask, should an organisation set itself such a mission? It is possibly more helpful, certainly for our business-to-business clients, to consider PR as the activities undertaken by an organisation to manage its reputation with the stakeholders that matter to its success. PR practitioners aim to do this by building good relationships with the media – mostly the trade press – they use to distribute positive messages to relevant audiences including prospects, customers, suppliers and investors.