What Does Public Relations Do?

Public relations manages and disseminates information between organizations and their audiences to build positive perception. PR professionals write press releases, secure media coverage, manage brand reputation, handle crisis communications, and cultivate relationships with journalists, customers, investors, and other stakeholders through earned media rather than paid advertising.

Core Communication Functions

PR professionals handle multiple communication responsibilities that shape how organizations are perceived. They research target audiences, develop messaging strategies, and craft content that resonates with specific publics. This includes writing for various formats—press releases for journalists, speeches for executives, social media posts for consumers, and internal communications for employees.

The work requires translating complex organizational information into clear, accessible language. A PR specialist might take technical product specifications and transform them into compelling narratives that media outlets want to cover. They monitor public opinion, track media mentions, and analyze sentiment to understand how audiences perceive their clients.

According to Bureau of Labor Statistics data from May 2024, public relations specialists earned a median annual wage of $69,780, with approximately 315,900 professionals employed across industries. The field is projected to grow 5% from 2024 to 2034, faster than average for all occupations, with about 27,600 annual job openings expected.

Media Relations and Content Creation

Building relationships with journalists forms the foundation of effective PR work. PR professionals pitch story ideas, respond to media inquiries, and serve as primary contacts between organizations and the press. They maintain databases of media contacts, understand what each outlet covers, and tailor pitches accordingly.

The numbers reveal the challenge. Research from 2025 shows the average journalist response rate to PR pitches sits at just 3.43%, while only 8% of pitches result in actual media coverage. PR professionals typically pitch 31 journalists per campaign to secure a single response. This makes understanding media preferences critical—the ideal email subject line runs 6-10 words, and Tuesday and Wednesday mornings between 10 a.m. and noon prove most effective for outreach.

Content creation extends beyond press releases. PR teams produce bylined articles, thought leadership pieces, blog posts, video scripts, and infographics. They develop content calendars that align with organizational goals, industry trends, and news cycles. The global PR market, valued at $105.12 billion in 2025, is projected to reach $132.52 billion by 2029, reflecting the growing importance of strategic communication.

Reputation Management and Crisis Response

Organizations hire PR professionals specifically to protect and enhance their reputation. This involves monitoring what people say about the brand across traditional media, social platforms, review sites, and forums. When negative information surfaces, PR teams develop response strategies to address concerns while minimizing damage.

Crisis communication represents one of PR’s most visible functions. When companies face public scrutiny—product recalls, executive controversies, or operational failures—PR professionals craft official statements, brief leadership on messaging, coordinate with legal teams, and manage media inquiries. Speed matters. The 24/7 news cycle means organizations must respond quickly while ensuring accuracy and transparency.

Survey data from 2024-2025 indicates that 43% of communications professionals reported COVID-19 and related events significantly disrupted their communications agenda, while 73% said social issues shifted their focus. This underscores how external factors constantly reshape PR priorities and require adaptable strategies.

Strategic Planning and Analysis

PR doesn’t operate reactively. Strong PR campaigns begin with research—analyzing market conditions, competitor activities, audience demographics, and media landscapes. Teams set measurable objectives, identify key performance indicators, and develop tactical plans that outline specific activities, timelines, and resources.

The industry increasingly relies on data. About 85% of PR professionals report that media relations constitutes at least 25% of their job, while 51% cite thought leadership as their secondary focus. PR teams use social listening tools, media monitoring platforms, and analytics software to track campaign performance and adjust strategies based on real-time feedback.

Budget considerations shape planning. Recent surveys show 33% of brands and 39% of agencies expect budget increases in 2025, down from 66% the previous year. This makes demonstrating ROI essential. PR professionals must connect their work to business outcomes—brand awareness, website traffic, lead generation, or sales—rather than relying solely on media impressions.

Relationship Building Across Stakeholders

PR extends beyond media relations to encompass all groups with interest in an organization. These “publics” include customers, employees, investors, regulators, community members, and industry partners. Each audience requires different messages, channels, and engagement approaches.

Employee communications have grown in importance. PR teams develop internal newsletters, coordinate town halls, manage intranets, and craft executive messages. During organizational changes or crises, clear internal communication prevents misinformation and maintains morale. Some companies now position PR professionals as strategic advisors who help leadership understand employee sentiment.

Investor relations often falls under the PR umbrella, particularly for public companies. This involves preparing quarterly reports, organizing earnings calls, and ensuring compliance with disclosure requirements. Community relations includes sponsorships, charitable partnerships, and local engagement that builds goodwill beyond commercial transactions.

Distinguishing PR from Marketing and Advertising

Confusion persists about how PR differs from related disciplines. Marketing focuses on promoting products and driving sales through research, advertising, and direct campaigns with clear revenue targets. Advertising involves paid placements—buying ad space to deliver controlled messages to specific audiences.

PR relies on earned media. When a journalist writes an article about a company or an influencer authentically recommends a product, that coverage typically carries more credibility than paid advertisements. The message comes from a third party, not the brand itself, creating what industry professionals call “third-party validation.”

The timelines differ too. Marketing often pursues short-term sales goals with campaigns designed to generate immediate responses. PR builds long-term reputation and trust, recognizing that brand perception develops over months and years rather than weeks. That said, modern practice increasingly integrates all three. About 96% of PR professionals in 2024 reported increased integration between marketing and PR functions.

The cost structure provides another distinction. While advertising budgets cover media purchases, PR budgets primarily fund personnel, research, events, and tools. Organizations don’t pay journalists to run stories, though they invest in the relationships and content that make coverage more likely.

The PR Process in Action

PR campaigns typically follow a structured process: research, planning, implementation, and evaluation—often abbreviated as RPIE. Research involves analyzing the current situation, understanding audiences, and defining problems. Planning sets objectives, develops strategies, and outlines tactics with specific timelines and budgets.

Implementation executes the plan through coordinated activities. This might include launching a media campaign, hosting an event, publishing content, or managing social media. Throughout implementation, PR teams monitor results, respond to feedback, and adjust tactics as needed.

Evaluation measures whether the campaign achieved its objectives. This might involve tracking media placements, measuring website traffic, conducting surveys, or analyzing social sentiment. Strong evaluation connects PR activities to business outcomes, demonstrating value beyond simple output metrics like press release distribution.

Consider a product launch. Research identifies target journalists and influencers, analyzes competitor announcements, and determines optimal timing. Planning develops the announcement strategy, key messages, and supporting materials. Implementation coordinates embargoed briefings with priority media, distributes press releases, manages social channels, and responds to inquiries. Evaluation tracks coverage volume, sentiment, and impact on awareness and sales.

Industry Scope and Opportunities

PR professionals work across virtually every sector. Large employers include professional services firms, advocacy organizations, educational institutions, healthcare providers, technology companies, and government agencies. About 57,416 PR firms operate in the United States alone, growing by an average of 4.6% annually from 2018 to 2023.

Career paths vary widely. Entry-level professionals typically focus on writing—drafting press releases, pitching journalists, and managing social accounts. Mid-career specialists might lead specific functions like media relations, crisis communications, or employee communications. Senior practitioners serve as strategic advisors, counseling executives on reputation issues and business communications.

Skills required extend beyond writing. PR professionals need strategic thinking, project management capabilities, data analysis competencies, and cultural awareness. Industry surveys consistently rank strategic planning (88%), media relations (77%), and social media (72%) among the most important skills for success over the next five years.

The rise of digital platforms has transformed the profession. PR teams now manage owned media channels, engage directly with audiences online, optimize content for search, and track digital metrics. Artificial intelligence tools assist with media monitoring, content creation, and data analysis, though human judgment remains essential for strategy and relationship management.

Frequently Asked Questions

How is public relations different from advertising?

Advertising is paid media where organizations purchase space and control the message completely. PR is earned media—securing coverage through relationships and newsworthy content. A company pays for a TV commercial but earns a feature article through PR efforts. Coverage from third-party sources generally carries more credibility with audiences than paid advertisements from the brand itself.

What does a typical day look like for a PR professional?

PR days vary significantly based on role and industry, but often include monitoring news and social media, pitching journalists, writing press releases or blog posts, coordinating with clients or executives, responding to media inquiries, attending meetings about campaigns, and analyzing metrics. Crisis situations or major announcements can dramatically alter typical schedules, requiring immediate response and extended hours.

Do you need a specific degree to work in PR?

Most PR professionals hold bachelor’s degrees in public relations, communications, journalism, marketing, or related fields. Employers increasingly value demonstrated skills—strong writing samples, internship experience, and portfolios—alongside formal education. Entry-level positions typically require a degree, while career changers with relevant transferable skills (writing, media, communications) can sometimes transition into PR roles.

How do PR professionals measure success?

Success metrics depend on campaign objectives but typically include media coverage volume and quality, message penetration, sentiment analysis, audience reach, website traffic, social engagement, and ultimately connection to business outcomes like brand awareness, lead generation, or reputation improvement. The industry is moving away from simplistic measures like advertising value equivalency toward more sophisticated attribution models that demonstrate PR’s business impact.

Public relations shapes organizational reputation through strategic communication across multiple channels and audiences. The field demands strong writing ability, relationship-building skills, strategic thinking, and adaptability to handle both planned campaigns and unexpected crises. As organizations face increased scrutiny and more direct public engagement, PR continues evolving from a primarily media-focused discipline into a comprehensive reputation management function that touches every aspect of organizational communication.