In business, public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a certain point of view about the company, its leadership, products, or of political decisions. Common activities include speaking at conferences, taking part in media interviews, and working with the press.
Public relations services are provided by PR firms and help organizations to build and maintain a positive image with the public. Services may include media relations, crisis management, reputation management, and event planning.
There is no one-size-fits-all answer when it comes to choosing the right public relations firm. The best way to find the right fit is to do your research, ask for referrals, and then interview several firms. Be sure to ask about their experience, successes, and philosophies to get a sense of whether they are the right fit for your organization.