The average person may only think of public relations as pitching to the media or acting as a spokesperson. In reality, PR is a broad umbrella and part of a strategic communication process. Here are the various aspects of public relations that help to build mutually beneficial relationships between organizations and their publics.
As you can see, public relations has many facets and subsequently works with different departments. For example, in crisis communications, PR may work with the legal team. In reputation management, PR may work with operations.
PR practitioners also can support or complement the efforts of lobbyists and HR staff, to name a few examples. The profession strives for two-way communication with stakeholders in public involvement and community relations campaigns.
Where public relations is arguably most valuable is in the C-Suite, because no decisions should be made in a vacuum. In this case, the role of a PR professional is to serve as counsel to the CEO by providing internal and external insights and intelligence to help shape business strategies.
Media relations can certainly help an organization reach its goals, but it is not the only tactic employed by a PR professional.