For a sector that specializes in communicating with the public, the public relations industry has done a bad job of explaining what it does.
PR is often misinterpreted as something companies use to spin the truth, or it is confined to a marketing afterthought in the promotion of a “breakthrough” product. Some journalists view PR simply as a set of media relations tactics, from sending (bad) pitches and issuing press releases to holding press conferences and being the gatekeepers for CEOs and executives.
The reality is that more than anything, good PR is about having an awareness of outside trends and sentiments, being a corporate conscience, and enabling authentic dialogue between organizations and the public – through traditional and social media, as well as several other means. The best PR counsellors, and the companies they represent, are known for enabling and facilitating valuable two-way communications that result in action or, at a minimum, a strong debate that leads the public to think about things a little differently than before.
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