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Public relations (PR) is about reputation - the result of what you do, what you say, and what others say about you.

A good reputation is not earned overnight. It has to be carefully cultivated as understanding and support develop.

PR has to contribute directly to business success. If its task is guarding and managing reputation and relationships this must have a demonstrable effect and not just result in a feel-good factor.

Different techniques and skills can be used by PR professionals as part of a campaign to develop mutual communication and

understanding with the target audience, from media relations and public affairs, to online PR and sponsorship.

PR is not always about a short-term campaign, for instance the launch of a new product or service. It also encompasses long-term strategic areas such as advising companies on working with the local community or meeting environmental responsibilities to enhance or protect their image.

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