General Information on the Practice of Public Relations

At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across a myriad of platforms in order to shape and frame the public perception of an organization.

As the disciplines of marketing, technology and public relations continue to evolve, so has the role of public relations professionals. Today’s communicators are responsible for developing strategies and implementing integrated tactics across a wide variety of platforms to create differentiated positioning and align business objectives to further amplify the organization’s message.

According to the 2017 Annenberg Global Communications Study, 87% of professionals believe that the term “public relations” will not describe the work they will do in five years.  Because of the dynamic nature of the industry, present-day public relations has evolved to encompass communication channels such as digital storytelling, social listening, social purpose, reputation management and big data.  Tomorrow’s public relations is poised to include new technologies such as Virtual Reality, and Artificial Intelligence (AI).

• Almost half of PR Professionals and more than 60% of marketing executives believe that marketing and PR will continue to become more closely aligned.

• 60% of all PR Executives believe that branded content and influencer marketing will be important trends in the next 5 years.With the proliferation of technology, fragmentation of audiences and the growing sophistication of digital tools, communications initiatives are more directly measured and tied to business outcomes and ROI–creating more opportunity for the public relations professional to collaborate with areas of marketing and advertising as well as expand their traditional responsibilities.

Below are some of the disciplines within PR:
• Brand Journalism/Content Creation
• Corporate Communications
• Events
• Executive Communications
• Internal Communications
• Marketing Communications
• Media Relations
• Multi-media
• Social Media
• Speechwriting

PRSA remains committed to helping its membership stay ahead of industry trends through thought leadership, career-enhancing initiatives and providing networking opportunities for our members.  The organization also has several special interest Sections for PR communicators who have a specific area of interest.