Marathon PR: making publicity work better in the long run

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What is PR?

Despite the familiarity of the term, public relations is probably one of the most misunderstood - and underestimated - of professional management aids. This is because PR is so nebulous, encompassing nearly every aspect of an organisation's existence, including its relationship with staff, customers, suppliers, shareholders, and the community.

The British Institute of Public Relations defines the practice as: "The deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organisation and its public".

There is no mystique about PR. it is a specialist subject, fundamental to a company's very existence, and is perhaps best summed up in two words: planned communications.

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