Public relations (PR) refers to the strategic communication between companies and their target group. It is about building a positive image and maintaining relationships with customers, investors and the public.
PR includes the market launch of new products and crisis communication. The advertising material used include press releases, PR campaigns, social media, events, sponsoring, media cooperations, blogger relations and influencer marketing.
One application example is the launch of a new product. The company can use specific press releases and media contacts to generate public interest and emphasise the benefits of the product. Bloggers and influencers can also be involved in the market launch to further promote the product and raise awareness among the target group.