General Information on the Practice of Public Relations

There are as many different definitions of public relations as there are public relations professionals. No two public relations jobs are the same.

Increasingly sophisticated tools have enabled communications initiatives to be more directly measured and tied to business outcomes, creating more opportunity for public relations experts and a greater variety of responsibilities.

At its core, public relations is about influencing, engaging and building a relationship with key stakeholders to contribute to the way an organization is perceived.


Spanning a variety of industries and organizational settings, today’s PR professionals use many different communications and marketing disciplines to offer critical insights, develop differentiated positioning, and deliver an organization’s message across multiple channels.

As the line between marketing and public relations continues to blur, public relations executives now lead areas traditionally owned by marketing, and are continuing to expand job responsibilities through the rise of brand journalism, integrated marketing communications and sophisticated community management platforms.

Crossing the spectrum of promotional activities is more prevalent now than ever before, according to a recent study by PRSA.

How PR has changed over the past five years.

Also, the future of the public relations industry looks bright. The USC Annenberg 2016 Global Communications Report predicts that the industry will grow 33 percent over the next five years with industry revenue worldwide reaching $20 billion.