The purpose of PR is to reach a wider audience than your usual target. Publics targeted by PR can be both internal and external. They include customers, investors, employees, the media, legislators, and influencers (people who are popular on social media). For example, a company may want to get a story in the New York Times but don't have the budget to pay for a New York Times ad. A company may also need PR for its own image, and a good PR strategy can help it do that.
The process of public relations is vast, encompassing everything from rock bands to trade associations. The term is used to describe the communication of a brand or organization to its target audience. Besides media, it includes public information - the website of a government agency or a government department. These entities are not the same thing, though. Those working in public affairs can help an organisation improve its public image and increase its revenue. These professionals are also skilled in regulatory compliance and corporate communications.
Public relations can be used to develop a brand and connect with target audiences. While advertising space is paid, results from public relations can be achieved through pitches to journalists and press releases. Another method is through 'owned media', which includes videos and content produced for social media, such as YouTube. A company that uses 'owned' media is more likely to have more favorable publicity than a brand that pays for it. And, because PR is more effective than advertising, it can help a business compete with its competitors.