PUBLIC RELATIONS: Meaning, Examples, Salary, Marketing & Importance

public relations
Inc magazine

Public relations (PR) is a craft that requires undeniable skill, knowledge, and determination from those who choose to work in the industry, whether you call it an art or a science. To be successful, this field must combine emotion and logic, and it can be both demanding and rewarding. However, you may be wondering what it’s like to work in this industry or what the term “public relations” actually means. Even if you’re excited about the prospect of landing a job, you should be aware of the nuances of working in this industry. In this guide, we are going to analyze all of public relations, its examples, public relations in marketing, salary, and its importance.

What is Public Relation? 

A public relations professional is in charge of developing and implementing a PR strategy to assist a company or individual in cultivating a positive reputation through various unpaid or earned channels and formats, such as press, social media, and in-person engagements. They also assist clients in defending their reputations during crises that jeopardize their credibility.

Every individual or entity operating in the public eye faces the public dissemination of information about them or their practices. While PR is a separate industry, any attempt to present oneself in a particular way to others can be considered a form of public relations.

Types of public relation

The public relations field is divided into several subfields, each with its own distinct focus, that aim to develop positive relationships between stakeholders and clients.

Here are a few examples of Public Relations:

#1. Media Relations

Media relations are similar but not the same as “online and social media communications” PR, which is more internet-focused. Media relations, on the other hand, is more concerned with news and reporters.

A company’s PR specialists help gain that sweet center spot with this type of PR by doing things like pitching interviews, issuing press releases, and so on. It is very similar to advertising and marketing campaigns, with the exception that your image and branding are heavily emphasized. One of the primary goals of media relations is for brands to make headlines in order to increase their visibility and quickly reach the mainstream market, as well as for journalists to mention a company (or person) in the mainstream press.

#2. Crisis Communications

Contrary to its name, crisis communications are not always limited to an emergency situation. Rather, it is about developing a strategy that includes strong connections with compelling media outlets and stakeholders. These relationships would ultimately help your company or brand in the event of a disaster and provide a soft landing.

It is understandable that such associations take years to form, but the end result is equally rewarding when all is said and done.

#3. Public Affairs

A public affair is primarily concerned with politicians. Companies, on the other hand, can benefit from this type of PR. Individuals in public affairs can provide regulatory compliance. Following that is managing corporate communications, in which proper contact is made in internal and external communications to make an agreeable impression on the company’s stakeholders. They would also be in charge of trade associations.

#4. Strategic Communications

The overall actions of the PR team would be placed in strategic communications. A clear and concise goal is established for the company, and small detailed objectives are established to achieve the ultimate goal. The PR professional would use various communication methods and follow-up actions to essentially reach the brand’s main priorities.

#5. Community relations

While the media is an important outlet for PR professionals, direct engagement with the community or audience through owned channels, such as writing a company blog, can be more effective. An organization’s involvement with the community in which it operates should take two forms. When a company opens a new facility, for example, getting feedback from the local community is just as important as emphasizing the benefits to the local economy. This requires excellent listening skills as well as the ability to coordinate events.

#6. Internal communications

Internal communications are quickly becoming a major focus in public relations. Employees can be a company’s biggest supporters or harshest critics, so keeping them satisfied, motivated, and loyal is critical to a company’s overall success. Creating ongoing programs to keep employees engaged and informed while also understanding their needs and concerns is a challenge for businesses, and internal communications professionals are now playing an important role in assisting with this.

Public Relations Examples

You’re probably more familiar with PR than you realize. PR is everywhere, from national news stories to trending topics on social media. The most prominent examples of public relations are typically either spectacular successes or utter failures, but regardless of the outcome, they are highly memorable.

PR work can take many forms, from attention-grabbing stunts to conversation starters. Here are some notable examples of public relations work to give you an idea of what public relations professionals do:

#1. IHOB

The International House of Pancakes (IHOP) announced its name change to IHOB in the summer of 2018. This name change felt abrupt and unnecessary for a restaurant chain known for its pancakes and other breakfast items. Customers immediately took to social media to speculate on why IHOP would make such a drastic change and what the “B” in IHOB could possibly stand for.

Shortly after, IHOP’s president revealed that the name change was a ploy to help the IHOP brand promote its hamburgers. The letter “B” stood for “burger,” and the entire announcement was intended to draw attention to the restaurant’s dinner menu. IHOP is primarily a breakfast establishment, but it also serves lunch and dinner and wanted to raise awareness of the other menu items.

Despite its simplicity, this public relations stunt sparked massive engagement on social media and sparked debate on several national news outlets. It also left a lasting impression on thousands of people, achieving its goal of drawing attention to its hamburgers and other non-breakfast food items.

#2. Share a Coke

Coca-Cola made a significant impact with its Share a Coke campaign. In Australia, beginning in 2011, the company simply removed its brand name from the bottle label and replaced it with “Share a Coke with” and a person’s name. It encouraged customers to find a bottle with a meaningful name on it, buy it, and share it with their loved ones.

The Share a Coke campaign has been a huge success. It has been implemented in over 80 countries and includes an increasing number of names and phrases, such as lyrics from popular songs, nicknames, and vacation destinations. Though it began with only 250 common names, there are now thousands of different variations.

There are several reasons why this campaign has had such an impact on Coca-Cola. While the campaign encourages customers to interact with the brand both transactionally and through social media, it also connects with consumers on a personal and even emotional level. Coca-Cola demonstrated its willingness to listen to its customers and update its campaign to be more inclusive by continuing to evolve and add more names to the bottles.

#3. Paving for Pizza

In the summer of 2018, the pizza company Domino’s launched a new campaign called Paving for Pizza. Domino’s created this project to repair potholes and bumps in the road in order to alleviate its customers’ concerns about how potholes in the road affected pizza delivery.

Customers could nominate their towns on the Paving for Pizza website to win a Domino’s grant for pothole repairs. Cities that received this grant received a box of assets to repair potholes, including road signs, stencils for marking the road, and stickers and magnets for paving equipment.

This campaign not only generated a lot of buzz on social media, but it also resulted in thousands of nominations from all 50 states, and 20 cities received paving grants. Paving for Pizza was so successful that Domino’s decided to expand the campaign, aiming to complete paving projects in every state in the United States. Furthermore, this campaign has resulted in positive change in the lives of people who aren’t customers, making it an excellent example of positive public relations.

Public Relations in Marketing

Although professionals in both fields may use similar communication channels, public relations and marketing are not the same. Public relations professionals work to improve a company’s image, whereas marketing personnel sell products or services. Companies can benefit greatly from incorporating public relations into their overall marketing strategy.

PR, for example, can help set the stage for sales by increasing brand awareness, strengthening customer relationships, or increasing online media presence.

Although they have different goals, public relations and marketing overlap and should be coordinated. For example, if your company has a bad reputation, your marketing team will have a difficult time increasing sales.

Importance of Public Relations

The most notable importance of public relations stems from its effectiveness in establishing transparent and trustworthy relationships with customers.

#1. Increased brand awareness

One of the primary importance of public relations is that it extends the reach of your overall communications and marketing strategy, resulting in increased brand awareness among the general public. Because public relations aims to communicate a brand’s or company’s innovative, industry pioneering, and forward-thinking ideas, the stories tend to garner increased media attention.

#2. Positive brand image

After raising awareness, the public relations team can focus on developing a positive brand image in the markets where it matters the most. Many of the benefits of public relations focus on image creation and maintaining a healthy brand reputation, because image has a significant impact on a company’s market position and overall status.

#3. Credibility

Credibility is also a great importance of public relations. A positive brand image is strongly linked to the company’s credibility. Another significant importance of public relations is that it strengthens brand credibility when someone else speaks positively about your company. PR strategies are created with this goal in mind: to generate positive talk (from the media and the general public) about your brand, thereby increasing credibility.

#4. Lead generation

As PR begins to build your company’s credibility and reputation, your market position will benefit from the addition of new and qualified leads. This is because well-planned PR strategies increase your discoverability by sending the right messages and calls to action to the right people.

#5: Obtain Investors

Obtaiing investors is one of the importance of public relations. When seeking funding from investors, a PR strategy is extremely beneficial. The right media placement and timing can alert venture capitalists or equity investors to what you have to offer. Because public relations is concerned with building credibility, it gives investors more reason to believe you’re a lucrative investment opportunity.

Public Relations Salary

In the United States, the average salary for a public relations professional is $48,383. The annual salary in public relations typically range between $32,000 and $72,000. The hourly salary rate for public relations is $23.26 per hour on average. Location, education, and experience all have an impact on how much a public relations professional can expect to earn. The most money is made in public relations in Virginia, Washington, Alaska, Connecticut, and New York.

What Type of Job are Public Relations?

Major careers and jobs in PR include:

  • Marketing Coordinator.
  • Copywriter.
  • Fundraiser.
  • Direct marketing spokesperson.
  • Media buyer.
  • Investor relations.

What are 7 Types of PR?

There are seven types of PR:

  • Strategic communications.
  • Media relations.
  • Community relations.
  • Internal communications.
  • Crisis communications.
  • Public Affairs.
  • Online and social media communications.

What are the Duties of a Public Relations Officer?

Their responsibilities include responding to public, press, and related organization inquiries. Organizing and attending PR events such as press conferences, open houses, exhibitions, tours, and visits. Publicly speaking in interviews, press conferences, and presentations.

What are the 5 Different Types of Public Relations?

  • Online and Social Media Communications. 
  • Media Relations. 
  • Crisis Communications.
  • Public Affairs. 
  • Strategic Communications.

What is the Role of a Public Relations Officer?

Public relations officers (also known as public relations account executives) devise and implement PR strategies for businesses, individuals, and organizations. As part of this, they will identify target audiences, then create and distribute information tailored to their preferences.

Is Public Relations an HR?

While PR works to increase brand awareness and positive public perceptions, human resources works to improve employee morale and satisfaction. While these disciplines have distinct differences, companies benefit greatly from cross-departmental collaboration between PR and HR.

What do you Study in Public Relations?

It teaches the fundamentals of mass communication, writing, and marketing. PR students will learn how to analyze advertisements, broadcasts, and other forms of mass media.

Where can a Public Relations Person Work?

Professionals in PR can work in a variety of industries, including advertising, marketing, and education. They may also work for charitable organizations, foundations, or broadcast media companies.


This article should have given you a better understanding of public relations. It’s important to remember that the true benefits of PR are discovered when you have a long-term strategic communications strategy in place, and the results of your efforts become more visible over time.


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