Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations can also be defined as the practice of managing communication between an organization and its publics.

Public Relations employees are given the task of creating and maintaining a favorable public reputation for their client. A Public Relations and Communications Representative is responsible for addressing issues, protecting the client's reputation and building them up in the public eye.

Communication plays a vital role in effective public relations. Its very important to communicate between both parties so that both organizations are on the same page. The organization that is doing the PR must understand exactly what it is their other party wants for exposure.