Public relations aims to build relationships, shape perceptions, and generate independent messaging through strategic communication processes.
Public relations is a strategic communication process aimed at building mutually beneficial relationships between organizations and their publics. It involves influencing audience perceptions through mass and social media to shape conversations about a company or client.
Unlike advertising, which involves paid media space, public relations focuses on establishing and maintaining positive relations with an organization's stakeholders by utilizing the free press for favorable coverage.
Public relations professionals create external communications to spread messages that appear independent of the sender, aiming to generate consumer trends and shape public opinion over time.
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