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PR (public relations) is the practice of conveying a message from an organization or individual to the public. But, before you can talk to someone, you have to figure out who your audience is. And what you want to say. And how you want to say it. And, most importantly, what you want to accomplish with what you want to say.
There is often confusion about the difference between PR and Publicity. Publicity is about getting ink (in-print or on-line) or air time. Publicity is getting unpaid media to take not of you and your business or organization, write a story, draw attention to you. Publicity can sometimes be helpful, and good publicity is great for your ego. But publicity is not PR.
“PR is the strategic crafting of your story. It’s the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people talk about you.” — marketer, Seth Godin