The Ultimate Guide to Public Relations in 2020

Are you looking to expand your business’s reach? Would you like to expose your brand to new people who’d likely be interested in your product or service?


Welcome to the world of public relations.

Public relations defines how a company communicates with people — customers, partners, journalists, philanthropists, politicians, and the general public. All businesses need public relations, regardless of their size or industry.

Why? Because, nowadays, customers want to trust the brands they do business with — and nothing builds and fosters trust like public relations.

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What is public relations?

Public relations (PR)[1] is the practice of leveraging media channels to promote your organization and cultivate a positive public perception. PR is also the process of managing your organization’s brand and communications — especially in times of crisis.

PR is how brands manage the spread of their information, so it’s similar to branding[2]. The main difference is that PR is focused on communication and reputation, whereas branding relies on visual elements like logos, websites, and marketing materials.

Brands manage their PR — or communication and reputation — through various media channels.

Media: Owned vs. Paid vs. Earned

The types of public relations, which we’ll review shortly, can be organized into three main categories: owned, paid, and earned media. Each type works towards the same goal of building a positive brand reputation, but they use different strategies to get there.

Your PR strategies should include all three, as they all provide different ways of reaching, engaging, and building trust with your audience.

Owned media

Owned media is defined as any content that your business controls. It’s often the go-to strategy for businesses looking to build a PR campaign[3].

Rightly so, as it’s arguably the most important type of PR-related media that you should be focusing on. This is because you have total control — unlike the other two media tactics.

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