What is the main objective of public relations (PR)?

The main objective of public relations (PR) is to manage public perception of an organization. This involves creating and maintaining a positive image and fostering a strong relationship between the organization and its various publics, including customers, employees, investors, and the media. PR practitioners work to communicate messages effectively, handle crises, and engage with the community, which helps shape how the organization is viewed over time.

The focus of PR is on building reputation and trust, rather than directly driving sales or altering product features. While enhancing product features and conducting market research may contribute to an organization’s overall marketing strategy, they do not encapsulate the core function of PR, which centers around communication and perception management.