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Do You Know Your Public Relations?

Updated: Oct 24, 2022

Public Relations practitioners undertake a variety of PR activities throughout the communications life cycle as they seek to identify and build relationships with the media, understand and influence the conversation about them and their industry competitors across print, broadcast, online, digital and social media.


Publicity – Information about an organization, person, issue or cause published or broadcast in the news media because of its value or relevance/importance to the community or the media outlet’s audiences. Public Relations Relations – The term public relations in practice, is a strategic communication process that builds mutually beneficial relationships between organizations and their publics, audiences and consumers.


Promotion – Using techniques such as events, promos, ads and stunts to create and stimulate interest in a person, product, organization or cause.

External Communications – Messages disseminated through paid, owned or earned media to external audiences.

Internal Communications – Planned messages disseminated to employees through a variety of communications channels, including newsletters, bulletin boards, payroll stuffers, posters, etc.

Media Relations – Dissemination of purposefully planned and executed messages to selected media to further the interest of an organization or person without specific payment to media. Media relations relies on finding and connecting with journalists and influencers who can help amplify messages.

Paid Advertising – Preparation, purchase and placement of purposefully planned and executed messages in selected print, broadcast, online or social media to further the interest of an organization or person.

Corporate Social Responsibility (CSR) – Recognition of a corporation’s obligations and responsibilities to communities by making monetary and resource contributions to charitable organizations.

Corporate Sponsorship – Providing support to an event or a cause by devoting corporate resources in exchange for an opportunity to enhance good will, product image and sales.

Lobbying – Direct attempts to influence legislative and regulatory decisions in government.

  • In Canada, the Lobbyists Registration Act governs who and how lobbying can be done

  • In the US, there are stringent lobbying disclosure regulations

Employee Relations - For an organization, its employees are its important internal public. Corporate public relations people create several employee communication programs, including internet postings, newsletters, bulletin boards and so forth.

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