Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.. PR and journalism share a close relationship known as media relations, but they also differ in their core objectives: while journalism reports on events with objectivity and impartiality, PR presents developments in a way that supports the interests of the organization it represents.The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations often aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. However, advertising, especially of the type that focuses on distributing information or core PR messages, is also a part of broader PR activities.

An example of public relations would be generating an article featuring a PR firm's client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders, and persuade them to maintain a positive or favorable view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, government, and public officials as public information officers and nongovernmental organizations, and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, account executive, account supervisor, and media relations manager. In the UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director.

Public relations specialists establish and maintain relationships with an organization's target audiences, the media, relevant trade media, and other opinion leaders. Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation, crisis management, managing internal communications, and marketing activities like brand awareness and event management. Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.

Public relations (PR) is the practice of managing and disseminating information from an individual or organization to the public to influence their perception. It is a strategic communication process that builds mutually beneficial relationships between organizations and their audiences.

Digital Public Relations (Digital PR) leverages online platforms to build and maintain a positive public image. It includes strategies such as search engine optimization (SEO), content marketing, and online media relations to enhance visibility and engagement. Digital PR allows organizations to communicate directly with audiences and gather real-time feedback.

Influencer marketing has become a key component of PR, particularly in the digital age. Brands collaborate with individuals who have significant online followings to promote their products or services through authentic content. Influencers can sway public perception and consumer behavior, making them integral to contemporary PR strategies.

Social media platforms provide direct communication channels between organizations and audiences. PR professionals use platforms such as Facebook, Twitter, Instagram, and LinkedIn to share news, respond to inquiries, and manage crises. The interactive nature of social media allows for immediate feedback and audience engagement.

Public relations in Africa is rapidly evolving. The continent's diverse cultures, languages, and media landscapes present unique challenges and opportunities for PR practitioners. Digital platforms have become increasingly important for reaching audiences, especially among youth demographics. However, disparities in internet access and varying levels of media literacy affect the effectiveness of PR campaigns.