How is Public Relations used as a persuasive tool in communications?

Public relations are used to help shape the media landscape in order to reach a certain goal. Although they do not produce mass media themselves, they act as gatekeepers in a way to help form and maintain strong beneficial relationships. Since the 50’s, Public Relations have increased significantly. They are used as a backbone in many organizations to help mediate and react in crisis situations. As a result of Public relations, much reform has happened in companies. There is both external and internal PR. External PR engages with groups and people outside the client’s organization. This includes customers, suppliers, community leaders and policy makers. Internal PR covers communication for optimal relations amongst employees. Public Relations can influence public policy and can help correct the problem, not just cover it up. Although, unlike advertising where results can be tracked in sales; PR ‘sells’ an image so there are no quantifiable results. Public Relations is a ‘behind the scenes’ influencer of media in a lot of ways.