Public Relations (PR): Definition, Types & Required Skills

Public relations is one of the professions that play a crucial role in building relationships, brand identity, and increasing brand awareness in public perception. 

However, it is important to note that public relations not only refers to the profession but also to the efforts of the company in building positive relationships with members and the community at large.

Although the term PR is often discussed, some people are still confused about what is public relations, its types, and its responsibilities..

In order to get a better understanding of what is public relations, skills, public relations types, examples, duties, and responsibilities, make sure you thoroughly read the following discussion.

What is Public Relations?

PR is a discipline of relationship management between an entity, whether it be a brand or a company, and the public or the wider community.

Therefore, the main task of a PR officer is to form and build mutually beneficial relationships.

Through this relationship management, every company can construct and promote a positive brand image or identity.

Public relations is a concept with several main priorities such as strengthening brand awareness, increasing public participation, and ensuring the sustainability of good relationships with stakeholders in the company.

Hence, it needs to be carried out by someone skilled in building and maintaining communication with many parties simultaneously.

Public Relation Types

Public relations is a communication management concept that consists of several types, namely:

• Government Relation: Focuses on relations with the government and related institutions to ensure the company complies with government regulations and collaborates with authorities.
• Employee Relation: Maintains work morale or employee satisfaction, and ensures up-to-date information reaches all team members. 
• Media Relation: Focuses on interaction with mass media to build positive relationships with journalists and editorial teams.
• Community Relation: Understands the needs and expectations of the community, establishes positive partnerships, and supports beneficial social initiatives.
• Customer Relation: Understands customer needs, provides clear information about products/services, and responds to customer feedback and inquiries effectively.

Functions of Public Relations

After learning what is public relations, it's time to find out the functions. Discover more in the following! 

1. Marketing Communication

The first function is to craft messages that support the marketing goals of the entities they represent.

PR needs to ensure that these marketing communication messages align with the brand image and business values, creating a positive impression in the eyes of the public.

Through planned communication strategies, PR can help promote products and services and support the overall success of marketing campaigns.

2. Media Relations

Another function is to build and maintain good relationships with the mass media. In this regard, PR must maintain interactions with the media or news portals to convey accurate and positive information about the company.

With good media relations, the company can gain favorable coverage, expand reach, increase positive exposure, and manage public responses to various issues.

3. Public Affairs

This involves how a company can create active, positive, and responsive engagement with government policy stakeholders.

Therefore, the PR's task in this regard is to design policy advocacy, promote supportive policies, or even oppose laws or government regulations deemed detrimental to the business.

4. Publicity

Publicity in public relations is an effort to attract attention through mass media that collaborate with the company.

This means that the function also includes delivering planned messages to make the public interested and supportive of the company.

In this case, PR can use various forms of media to interact directly with the public, deliver messages more relevantly, and measure responses in real time.

5. Financial Relations 

The success of a company is not only determined by its operational performance but also by how it builds and maintains positive relationships with investors.

In this context, PR also build and nurture relationships with investors who provide funds to the company.

PR is responsible for maintaining the trust of investors by conveying information related to financial performance, business projections, and the company's strategic plans clearly, accurately, and transparently.

6. Issue Management

Some public relations examples also include steps and strategies to manage issues that have the potential to damage the company's image.

Therefore, PR needs to identify potential issues early by monitoring the internal and external aspects of the company, market trends, regulatory changes, and public responses and opinions on specific industries or topics.

7. Event Organization

It also functions as a facilitator and coordinator that enhances the influence and awareness of the public on the company through empowering special events.

PR must ensure that these events can convey messages relevant to the predetermined theme, needs, and communication goals.

8. Research and Counseling

PR is also responsible for analyzing behaviors, preferences, attitudes, and trends that may influence public perceptions of the company.

For example, if research results show that the public responds more positively to the company's sustainability efforts, PR can design campaigns that highlight these initiatives.

Additionally, a public relations officer can also be a strategic advisor, helping the company face challenges, minimize negative impacts, and strengthen relationships with the public.

Public Relations Skills 

To support the functions and objectives mentioned above, there are several skills that need to be mastered if you intend to pursue a career in this field. The skills or abilities required to become a public relations professional include:

1. Communication Skills

After understanding what is public relations, you must already know that this profession should be carried out by individuals with advanced communication skills.

This means that a PR professional must be fluent in presenting information and delivering it with the appropriate language structure, both in local and international languages.

To further enhance the relationship between the company and external parties, PR professionals are also required to have interpersonal skills to be responsive and adaptable in case of misunderstandings.

2. Public Management Skills

As most of the tasks and responsibilities are in the public domain, this skill plays a crucial role. 

In the context of public management, PR professionals must have the ability to build open dialogues that involve two-way communication. 

This means that PR professionals not only convey messages but also listen to responses and feedback from the public.

3. Journalism Skills

In carrying out their duties, a public relations officer also needs to have in-depth journalistic skills.

The skills in question include mastering the techniques of news writing, reporting, or article writing so that PR professionals can support institutional activities such as creating advertorials, writing press releases, and other forms of communication.

Public Relations Job Descriptions

After understanding the skills or abilities that need to be possessed, you should also learn about the scope of duties and responsibilities of a PR professional below:

• Planning programs or events that can help create a positive company image.
• Conducting in-depth and comprehensive research to identify challenges, opportunities, and issues that may arise.
• Organizing and conducting press releases or other important events that require synergistic communication.
• Building and maintaining good and sustainable relationships with clients.
• Providing responses, addressing complaints, and handling feedback related to the company's image.
• Providing guidance and input regarding issues or challenges faced by the company.
• Boosting employee motivation and providing adequate communication channels among internal company members.
• Avoiding or resolving conflicts that arise during the company's team communication process.
• Promoting products or services through planned communication campaigns.
• Emphasizing synergy to support various marketing strategies.
• Advocating for specific issues that can create a positive impact in society.

Public Relations Examples

To further understand the concept, here are a few public relations examples that you can learn from: 

1. Google

Google regularly launches new products and services, such as search algorithm updates, hardware, or new applications.

In this case, Google utilizes public relations to present clear and engaging information to the public through press conferences, press releases, or direct collaboration with social media to reach specific target audiences.

Google also employs public relations for proactive responses related to official statements, media interviews, or participation in legislative hearings to explain perspectives and manage the company's reputation.

2. cmlabs

cmlabs, as a global SEO agency, also implement public relations management to announce empowerment and improve the quantity and quality of SEO Tools.

In cmlabs, public relations is an example of communication management that enhances users' understanding of the benefits and changes brought about by these SEO Tools.

Additionally, cmlabs enhances communication with external parties and target audiences through public relations, especially when announcing SEO events to strengthen relationships with communities interested in delving into the field of SEO.

A Media Buying and Backlink Services - 200+ Authoritative Media

Entering an era where information easily spreads and public perceptions can change rapidly, companies need to have a well-planned and effective communication strategy to support their success.

In certain situations, companies that are striving to build and design a narrative to strengthen a positive image in front of their target audience may need to utilize PR services with professional assistance.

As one of the main pillars in business strategy, PR services indeed play a crucial role in shaping the company's image, conveying business value, and creating a solid foundation to build trust.

If you need professional assistance, you can try Media Buying Services by cmlabs. We ensure that you receive:

• Advertising with quality content and not just mere links.
• Relevant backlinks from leading sites in your niche.
• Thorough domain checks to ensure that the domain meets the highest standards.
• Aligning procedures with Google Spam Policy to avoid spam practices that could harm your site's ranking and reputation.

It is your time to collaborate with CMLABS. Let's synergize together, and contact our Marketing Team cmlabs now!