Public Relations (PR) refers to the planned efforts to establish, maintain, and develop mutually beneficial relationships between an organization and its current and potential public. In addition, PR encourages public participation in organizational activities, motivates employees to work proactively for the benefit of the collective, and helps protect the organization during crises.
In other words, PR professionals are responsible for developing strategies and communication plans to deliver the messages that an organization wants to convey to its public, thereby enhancing the relationship between the organization and its audience.