Public relations (PR)

Definition

Public relations (PR) is the strategic practice of managing communication between an organisation and its various stakeholders, including the public, media, investors, customers, employees, and government entities. 

What is public relations?

The primary goal of PR is to build and maintain a positive reputation for the organisation, enhance its credibility and trustworthiness, and foster mutually beneficial relationships with its target audiences. PR professionals listen to stakeholders’ concerns, gather feedback, and engage in two-way communication to build trust and goodwill.

PR professionals engage with journalists, editors, and other media professionals to generate positive media coverage for their organisation. They pitch story ideas, arrange interviews, and distribute press releases to convey key messages and news updates to the media and the public. They develop compelling content, such as press releases, articles, blog posts, social media posts, and multimedia materials, to communicate the organisation’s messages effectively. 

In times of crisis, PR professionals play a key role in managing the organisation’s response, providing timely and transparent communication, and reduce reputational damage. They develop crisis communication plans, coordinate with internal and external stakeholders, and monitor public sentiment to address issues swiftly and effectively.

Lastly, PR professionals promote the organisation’s CSR initiatives, such as sustainability efforts, philanthropy, and community engagement, to demonstrate its commitment to social and environmental responsibility. CSR activities contribute to building a positive corporate image and strengthening stakeholder relationships.

Example of public relations

Let’s say a new tech startup has just launched a revolutionary app that helps people manage their finances more effectively. To generate positive publicity and increase awareness about their app, the company’s PR team crafts a press release highlighting the app’s unique features and benefits.

The PR team then reaches out to various media outlets to pitch the story. They also leverage social media platforms to share the press release and engage with their target audience.

As a result of their efforts, several journalists and influencers are interested in the story and decide to write articles and reviews about the app. These articles attract attention to the startup, driving traffic to their website and increasing downloads of the app.

Ready to grow your business?

Clever finance tips and the latest news

Delivered to your inbox monthly

Join the 95,000+ businesses just like yours getting the Swoop newsletter.

Free. No spam. Opt out whenever you like.

We work with world class partners to help us support businesses with finance

Our offices:

Disclaimer: Swoop Finance helps UK firms access business finance, working directly with businesses and their trusted advisors. We are a credit broker and do not provide loans or other finance products ourselves. We can introduce you to a panel of lenders, equity funds and grant agencies. Whichever lender you choose we may receive commission from them (either a fixed fee of fixed % of the amount you receive) and different lenders pay different rates. For certain lenders, we do have influence over the interest rate, and this can impact the amount you pay under the agreement. All finance and quotes are subject to status and income. Applicants must be aged 18 and over and terms and conditions apply. Guarantees and Indemnities may be required. Swoop Finance can introduce applicants to a number of providers based on the applicants’ circumstances and creditworthiness. Swoop Finance Limited is registered with the Financial Conduct Authority as an Account Information Services Provider (reference number 833145). Swoop Finance Limited is authorised as a credit broker under FCA registration number 936513. If you feel you have a complaint, please read our complaints section highlighted above and also contained within our terms and conditions. Swoop Finance Ltd is registered with Companies House (company number 11163382, registered address The Stable Yard, Vicarage Road, Stony Stratford, Milton Keynes MK11 1BN). VAT number: 300080279

© Swoop 2025

Looks like you're in . Go to our site to find relevant products for your country. Go to Swoop