Let’s get this out of the way from the get-go: ‘PR’ does not stand for ‘press release’.
While dealing with the media in a bid to generate editorial coverage for their clients is something a professional PR consultant does on a regular basis, it’s not all they do by a long shot.
So what is PR?
According to the Public Relations Society of America (which recently crowdsourced a definition more in line with today’s social age):
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
It’s clumsily written, and to anyone outside of the industry, it doesn’t make a whole lotta sense.
I look at PR as deepening the intensity of connection a brand has with the people that matter most to the success of its business (cause or issue if you’re a nonprofit). This could be your clients or customers, industry influencers such as analysts, bloggers or journalists; it may also be a local council, industry body or government authority if they’re somehow integral to the successful running of your business.
See full article: http://myob.com.au/blog/developing-a-powerful-pr-mindset/#ixzz1yx8dkL1w