Public Relations (PR) is the process of strategically building relationships between an organization and its external stakeholders through communication initiatives to create a positive public perception. It is informed by research, planning, and analysis, with the goal of establishing an organization’s reputation in the eyes of consumers and other key audiences. PR professionals actively manage an organization’s interactions with the public, conduct outreach efforts to promote awareness, build relationships with influencers, engage audiences for feedback, and protect the brand from potential crises. By doing so, PR helps organizations stay informed and connected to their customers, ensuring that they remain top-of-mind with target markets.