Public relations is the art and science of managing the distribution of information between a business (or organization/ non profit) and the general public.A PR team can either work in house or be outsourced to an external agency. The job of the team is expose the general public to as many positive news stories as possible.A great PR team will have the contacts and expertise to be able to place these positive and brand building stories, within the relevant news outlet.

A PR professional will spend years and years building up a database of journalists, influencers, professionals and taste makers relevant to the niche of the businesses they work with and represent.The overall aim is to influence the public to take a  positive view of their clients business activities. In some cases it can be reinforcing the brand ethos such as “Eco Friendly”, “Sustainability” or it could be something along the lines of how the business is investing in their workers communities in a developing country.