What is PR? A Beginner’s Guide

Written By Daniel Broderick

In today’s fast-paced digital world, how people perceive your brand can make or break your success. That’s where Public Relations (PR) comes in. But what exactly is PR, and why does it matter?

At its core, PR is about managing communication between an organisation and its audience. It’s not just about sending out press releases or landing media coverage—it’s about building trust, shaping public perception, and maintaining a positive reputation over time.

In this post, we’ll break down what PR really means, how it works, and why it's an essential tool for brands, businesses, and individuals alike.

What is Public Relations?

Public Relations is the strategic practice of influencing how the public views a person, company, or organisation. It involves crafting messages, building relationships, and managing a brand’s image across various channels—from traditional media to social platforms and even word of mouth.

The goal of PR isn’t to sell a product directly—it’s to create a positive environment where sales and success can thrive. Think of PR as long-term reputation management: a way to stay in the public’s good graces and handle both praise and criticism with intention.

Real-World Example: HOKA Publishing’s Rise in Wales

Take HOKA Publishing, for instance—a small, independent children’s publisher based in Wales. When founder Kathryn Llewellyn launched her debut book The Little Girl Who Was Full of Light, we collaborated on a purpose-driven PR campaign rooted in emotional wellbeing and community connection.

Over just three months, we:

  • Secured press coverage in outlets like Herald Wales, Bro Radio, Barry and District News, BBC Radio Wales and the Penarth Times

  • Built partnerships with indie bookshops across South Wales, including Griffin Books, Bookspace and Cover to Cover.

  • Grew social media reach to over 10,000 views and 450+ interactions, supported by influencer collaborations including @WelshMummySteph and a children’s book reviewer @sarah_slittlebookshelf.

  • Developed strategic partnerships, including endorsement by national mental health charity Platfform for Young People

This campaign wasn’t just about publicity—it was about building a lasting presence, promoting mental health conversations, and supporting Kathryn’s mission-driven storytelling.

Key Functions of PR

Here are a few core areas PR professionals focus on:

  • Media Relations: Building strong relationships with journalists and media outlets to earn positive coverage.

  • Reputation Management: Monitoring how a brand is perceived and working to improve or maintain that perception.

  • Publicity: Generating buzz and visibility through news stories, events, interviews, and more.

  • Thought Leadership: Positioning key people in the organisation as experts in their field.

  • Social Media: Creating, sharing, and engaging with content across platforms to shape public perception, amplify stories, and foster community.

  • Messaging: Creating, refining, and delivering consistent narratives across all channels to shape public perception, build trust, and support brand identity.

  • Stakeholder Engagement: Manage relationships with investors, partners, communities, media, etc.

  • Crisis Communication: Managing negative events or public backlash in a way that protects the brand’s image.

Why Does PR Matter?

In an age where news spreads quickly and opinions are formed in seconds, maintaining control over your brand’s narrative is crucial. Good PR helps you:

  • Build credibility and trust with your audience

  • Stand out in a crowded market

  • Mitigate damage when things go wrong

  • Create long-term goodwill

  • Attract partnerships, customers, and media attention

Ultimately, PR is what helps brands stay relevant, respected, and resilient.

PR vs. Marketing vs. Communications: What’s the Difference?

While these three disciplines often work closely together, each plays a distinct role in how an organization connects with its audiences:

  • Marketing is paid and promotional, focused on driving sales, generating leads, and delivering measurable ROI.

  • Public Relations (PR) is earned and relational, focused on building trust, enhancing credibility, and shaping public perception through influence.

  • Communications (Comms) is strategic and holistic, ensuring clarity, consistency, and alignment across all messaging — internally and externally.

A Simple Way to Think About It:

  • PR says: “Here’s what others are saying about us.”

  • Marketing says: “We’re great — buy from us.”

  • Comms says: “Here’s how we tell our story — to everyone, consistently.”

Together, they form a powerful triangle:

  • PR earns trust

  • Marketing creates demand

  • Comms aligns the message

PR and marketing may drive awareness and action, but without clear communications, the message gets lost. Comms is the thread that ties it all together — from brand voice and leadership messaging to internal updates and crisis response.Final Thoughts

Public Relations isn’t just for big corporations or celebrities. In today’s interconnected world, every brand—personal or professional—can benefit from thoughtful, strategic PR. Whether you're launching a startup, managing a nonprofit, or growing your personal brand, PR helps you tell your story, build your image, and connect meaningfully with the people who matter most.

Daniel Broderick