Before diving into the different PR roles that exist today, let’s set the stage by understanding what public relations (PR) actually is. At its core, PR focuses on shaping how a brand, individual, or organization is seen by the public—promoting a positive image while protecting it from potential harm.
What Is Public Relations?
Public relations professionals are essentially relationship builders. They bridge the gap between organizations and the public by creating positive impressions through reputable media outlets, thought leadership, and authentic communication. The overarching goal of PR can be broken down into two main objectives:
- Promoting a Brand, Figure, or Entity:
This often involves convincing respected media sources—newspapers, blogs, TV shows, podcasts—to cover a story that puts the brand in a favorable light. - Protecting the Brand, Figure, or Entity:
On the flip side, PR teams also step in when a crisis hits, defending or clarifying the brand’s position and doing damage control to maintain trust and credibility.
In other words, PR professionals help brands develop a positive reputation and then safeguard that reputation when something goes wrong. They serve as the “middle person,” working closely with journalists, influencers, and other credible voices to shape the narrative.
It’s also worth noting that the PR landscape is evolving rapidly, especially in the digital age, with the rise of social media, podcasts, and new tech tools like AI. While there are many exciting changes on the horizon, I’m going to stick to the foundational roles for now—these core functions help PR pros not only promote but also protect the image of the organizations they represent.
Promoting a Brand
When it comes to building up a brand’s image, PR professionals know how to craft compelling narratives and get them in front of the right audiences. As an example, consider Edelman’s collaboration with Allegra on the launch of Allegra Airways, a navigational tool for allergy sufferers—especially timely during the Canadian wildfires. This kind of strategic effort involves different PR roles that shape, share, and amplify a brand’s story.
Content Strategy
Content strategists develop the overarching plan for creating and placing content that inspires positive brand perception. They decide what stories to tell, where to tell them, and how to tailor them to the right audience—whether that’s through traditional media, podcasts, or social platforms.
Key Skills for Content Strategists:
- Strong storytelling and writing abilities
- Audience research and segmentation
- Knowledge of various media channels (traditional and digital)
- Editorial planning and calendar management
- Ability to measure and analyze content performance
Podcasting
Podcasts have become a core communication channel, allowing brands to connect more authentically with their audiences. Instead of relying solely on press releases or newsletters, companies now create podcasts that capture their unique voice and engage listeners in a friendly, relaxed format. Some notable examples include the Trader Joe’s podcast, Sephora’s “Lipstories,” and GE’s podcast series.
Key Skills for Podcasting Pros:
- Engaging storytelling and conversational hosting
- Audio production and editing know-how
- Understanding of podcast distribution and promotion channels
- Ability to book quality guests and manage relationships
- Skill in measuring listener engagement and feedback
Media Relations
Those specializing in media relations are the brand’s frontline communicators, working closely with journalists and editors. They craft pitches, coordinate interviews, and keep track of which stories land where. Media relations experts are also crucial in tracking the success of these efforts—did a story get front-page placement or just a small mention?
Key Skills for Media Relations Pros:
- Strong interpersonal and networking abilities
- Clear, concise pitching and writing skills
- Understanding of media landscapes and editorial cycles
- Ability to handle interview logistics and follow-ups
- Performance tracking and reporting capabilities
Influencer Relations
Influencer relations specialists forge connections with individuals who have loyal followings—whether they’re YouTubers, Instagram creators, podcasters, or TikTok stars. This work has grown especially important as consumers increasingly trust influencers’ opinions. For instance, take a look at how political figures have leveraged podcasts and social media to shape public perception.
Key Skills for Influencer Relations Pros:
- Ability to identify influencers who align with brand values
- Strong negotiation and relationship-building abilities
- Understanding of social media trends and platforms
- Skill in crafting authentic partnership campaigns
- Ability to measure ROI and brand lift from influencer collaborations
Social Media
Social media specialists manage the brand’s online presence across various platforms. They keep an eye on what’s being said, respond to customer inquiries, post timely updates, and amplify positive news. They’re often the first line of defense when criticism arises and a vital force in shaping public perception.
Key Skills for Social Media Managers:
- Platform-specific expertise (Instagram, X (Twitter), LinkedIn, etc.)
- Content creation and copywriting skills
- Community engagement and customer service abilities
- Analytics and reporting to measure success
- Crisis response and reputation management know-how
Community Management
Community managers foster relationships within various online and offline groups connected to the brand’s industry or interests. Whether it’s a wildlife conservation group for an energy company or a gamer forum for a video game developer, community managers keep the conversation positive, constructive, and aligned with brand values.
Key Skills for Community Managers:
- Empathetic communication and conflict resolution
- Understanding of niche communities and their interests
- Ability to track and address community sentiment
- Event planning (both virtual and in-person)
- Content curation and moderation expertise
Corporate Communications
Corporate communications teams ensure that formal announcements—like quarterly earnings, mergers and acquisitions, executive team changes, and product launches—are consistent, accurate, and on-brand. They often liaise with internal teams and executives to present news in a way that resonates with stakeholders.
Key Skills for Corporate Communications Pros:
- Strategic messaging and brand alignment
- Strong internal and external communication coordination
- Familiarity with regulatory and financial reporting requirements
- Executive communications coaching and support
- Proficiency in crisis communication and reputation management
Media Training
PR professionals specializing in media training prepare executives and spokespeople for interviews and public appearances. With the growing popularity of podcasts, it’s not just about TV interviews anymore—your brand representatives should sound confident, knowledgeable, and personable in a variety of formats.
Key Skills for Media Trainers:
- Clear guidance on messaging and talking points
- On-camera coaching and techniques for body language, tone, and delivery
- Podcast interview preparedness
- Feedback and improvement metrics
- Strategies for handling tough questions and unexpected topics
Thought Leadership
Thought leadership professionals help position the brand as an authoritative voice in key industry topics—like climate change, DEI, or AI—beyond just promoting products. They might develop op-eds, keynote speeches, research papers, or webinar content that highlights the brand’s expertise and values.
Key Skills for Thought Leadership Pros:
- In-depth industry knowledge and trend analysis
- Strong writing and editorial skills
- Ability to collaborate with subject matter experts and executives
- Strategic distribution of thought leadership content
- Metrics to measure influence and brand credibility
Conferences & Events
Those focused on conferences and events handle the logistics and promotion of major happenings—think product launches, trade shows, and keynote speeches. This role ensures the brand gains visibility, generates buzz, and makes a memorable impact on attendees.
Key Skills for Conference & Event Organizers:
- Event planning and execution (logistics, venue selection, scheduling)
- Vendor and partner management
- Promotional strategies (social media, press outreach, email marketing)
- Audience engagement and lead generation techniques
- Post-event analysis and improvement planning
Protecting a Brand
Protecting a brand’s reputation is just as important as boosting it. When a crisis hits, whether it’s an internal mishap or an external disaster, PR pros jump in to manage the narrative, reassure stakeholders, and prevent long-term damage.
Media Monitoring
Media monitoring experts keep tabs on public sentiment across social platforms, forums, review sites, and the news. By catching early signs of trouble, they can help address issues before they escalate.
(Note: The prompt had “media relations” listed here again under protecting a brand—assuming this should be “media monitoring” as written in the header.)
Key Skills for Media Monitoring Pros:
- Ability to use monitoring and listening tools
- Rapid response and escalation protocols
- Data interpretation and sentiment analysis
- Efficient reporting and feedback loops
- Knowledge of how to track emerging trends and narratives
Crisis Management
Crisis management professionals step in during worst-case scenarios. For example, if a company faces allegations of negligence, these PR pros help the organization respond swiftly and strategically, releasing statements that are transparent, empathetic, and designed to rebuild trust.
Key Skills for Crisis Management Pros:
- Calm, strategic thinking under pressure
- Quick drafting of press statements and FAQs
- Strong internal coordination with legal, executive, and operations teams
- Effective use of communication channels (press, social, internal memos)
- Post-crisis evaluation and learnings implementation
Public relations roles are varied, interconnected, and ever-changing. From content strategists who shape the narrative, to influencer relations specialists who partner with digital tastemakers, to crisis managers who safeguard reputations, these PR roles work together to ensure brands are seen in the best possible light. Understanding each function and the skills it requires can help you build a more effective PR strategy—one that thrives both in times of celebration and when the going gets tough.
If I miss anything, let me know and I'll be sure to add it here.
Try us risk free with our 7-days money back gurantee
