Public relations

To sell products or services

To manage an organization's reputation

To lobby government officials

To engage in corporate social responsibility activities

To generate sales for a company

To provide information to journalists for news stories

To advertise a company's products or services

To solicit donations for a non-profit organization

Writing speeches for company executives

Conducting market research

Developing social media content

Managing crises

Advertising is paid for, while public relations is earned

Advertising is focused on building relationships, while public relations is focused on selling products

Advertising is more effective than public relations

Advertising is primarily used by non-profit organizations, while public relations is primarily used by for-profit organizations

To sell products or services to the media

To build relationships with journalists and other media professionals

To create viral social media campaigns

To manage a company's reputation on social media

A crisis is more severe than an issue

A crisis is unexpected, while an issue is predictable

A crisis involves a threat to an organization's reputation, while an issue does not

A crisis can be resolved quickly, while an issue requires long-term management

To generate sales for a company

To build relationships with individuals or groups that have a stake in the organization's success

To promote a company's products or services

To lobby government officials

To maintain a positive image of the organization among its stakeholders

To generate media coverage for the organization

To increase sales of the organization's products or services

To promote the organization's mission and values

To manage the organization's social media accounts

To write press releases and other communications materials

To speak to the media on behalf of the organization

To conduct market research

Internal communications are focused on building relationships with customers, while external communications are focused on employees

Internal communications are aimed at employees and other stakeholders within the organization, while external communications are aimed at the general public

Internal communications are more important than external communications

External communications are more confidential than internal communications