What are public relations and what are they used for in companies?

Public relations (PR) encompass the strategies and actions an organization uses to manage its reputation, strengthen its brand image, and build trusted relationships with its stakeholders. In 2026, PR has become a strategic business function for organizations seeking to strengthen their market position, manage crises effectively, and build credibility across both digital and corporate environments.

According to corporate reputation studies by Merco and business research published by Dircom, organizations with strong communication strategies achieve higher levels of trust, attract top talent more successfully, and enhance their overall reputation. As a result, demand for professionals specializing in corporate communication and institutional relations continues to grow.

What does a PR professional or Public Relations Manager do?

A public relations professional is responsible for managing strategic communication between an organization and its internal and external stakeholders. Their primary goal is to build and maintain a positive corporate image while fostering long-term relationships with customers, the media, institutions, employees, and investors.

Their core responsibilities typically include:

• Designing corporate communication strategies
• Managing brand reputation
• Coordinating media relations
• Organizing corporate events and press conferences
• Overseeing social media and digital communications
• Managing reputational crises
• Preparing speeches, press releases, and corporate communications
• Measuring media performance and communication impact

In many organizations, PR professionals work closely with marketing, branding, and digital communication teams. Specialized programmes such as the Master's in Corporate Communication & Brand Management provide the strategic expertise needed in reputation management, corporate identity, and business communication.

Public relations is also closely linked to the planning of institutional events and brand experiences. In this context, the role of the event planner plays a key part in corporate communication strategies.

Digital PR and social media

Digital transformation has reshaped the PR industry. Today, public relations includes social listening, community management, and partnerships with content creators.

Strategies such as influencer marketing help increase brand visibility and connect with targeted audiences through more authentic and personalized communication.

Why is it important for a company to have a public relations professional?

Organizations need PR professionals because corporate reputation has a direct impact on trust, customer loyalty, and business growth.

A public relations specialist helps organizations:

• Improve public perception
• Manage crisis situations
• Build strong relationships with the media and institutions
• Strengthen customer and investor confidence
• Enhance internal communication
• Develop employer branding strategies

According to Dircom, corporate communication has become one of the most influential strategic functions in business decision-making. The growing importance of ESG and sustainability has also increased the strategic value of public relations departments.

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Many organizations also use experiential communication and corporate events to reinforce their market positioning. A well-executed corporate event can significantly strengthen brand perception and stakeholder relationships.

Crisis management and reputation

One of the most valuable functions of public relations is the ability to respond effectively to reputational risks.

Organizations that communicate transparently and act quickly are more likely to minimize the negative impact of:

• Social media crises
• Corporate mistakes
• Institutional conflicts
• Customer service issues

For this reason, public relations serves as both a preventive and strategic function that protects an organization's credibility.

Types of public relations based on the target audience

Public relations strategies are tailored to the audience an organization engages with. Each approach requires specific channels, messages, and objectives.

Internal public relations

Focused on employees and internal teams, with the aim of improving:

• Motivation
• Corporate culture
• Internal communication
• Sense of belonging
• External public relations

Targeted at customers, the media, suppliers, and the wider community. Their purpose is to strengthen the company's public image and build positive brand awareness.

Institutional relations

These involve relationships with public administrations, regulatory bodies, and official institutions.

Digital public relations

Focused on social media, online media, digital reputation, and communication with online communities.

Event public relations

Events are a key PR tool because they create direct experiences with customers and stakeholders.

In this area, a solid understanding of event protocol is essential to convey professionalism and institutional consistency.

What do you need to know to work in public relations?

A career in public relations requires a combination of strong communication skills, analytical thinking, and business knowledge.

Organizations look for professionals who can:

• Communicate clearly
• Perform well under pressure
• Lead projects
• Interpret data
• Understand the digital landscape

Education and specialization

Academic qualifications continue to be an important advantage when applying for specialist roles.

The most common degree backgrounds include:

• Advertising and Public Relations
• Audiovisual Communication
• Journalism
• Marketing
• Business Administration

Many professionals also enhance their expertise through specialized programmes such as:

1. Master's in Corporate Communication & Brand Management
2. Master's in Event Management and Organization
3. Master in Management
4. Master's in Marketing and Sales Management

Most in-demand skills

In 2026, the most sought-after PR skills include:

• Strategic communication
• Crisis management
• SEO and online reputation management
• Digital analytics
• Networking
• Event management
• Leadership
• Social media
• Institutional relations

Proficiency in digital tools and performance metrics has also become essential for measuring the impact and return on communication initiatives.

Real-world examples of public relations in action

Public relations helps organizations address complex challenges through communication strategies tailored to specific situations.

Corporate reputation management

Many companies have used PR campaigns to strengthen their positioning and enhance their public image.

A notable example is Cepsa's rebranding to Moeve, where the communication strategy was designed to highlight the company's transition towards a more sustainable energy model.

Institutional communication and public affairs

Companies such as Cabify have developed institutional relations campaigns to contribute to discussions on urban mobility and transport regulation.

These strategies help organizations to:

• Raise awareness of key issues
• Encourage public dialogue
• Strengthen corporate legitimacy

Environmental communication and sustainability

Organizations such as Ecoembes have launched awareness campaigns to encourage sustainable habits and promote environmental education.

These initiatives demonstrate how public relations can also influence social behaviour and shape public perception.

How much does a public relations professional earn based on experience and industry?

The salary of a public relations professional depends on several factors, including:

• Experience
• Industry
• Area of specialization
• Company size

According to data from Spain's National Statistics Institute (INE), Glassdoor, and Michael Page, professionals working in communication and corporate relations generally earn salaries above the national average in Spain.

Average public relations salary in Spain

The highest-paying industries typically include:

• Banking
• Consulting
• Energy
• Technology
• Large multinational companies

Career opportunities in public relations

Public relations professionals can pursue careers as:

• Communications Director (Dircom)
• Communications Officer
• Reputation Manager
• Digital Communications Specialist
• Communications Consultant
• Event Manager
• Public Affairs Specialist

The multidisciplinary nature of PR creates opportunities across agencies, private companies, public institutions, and consulting firms.

The difference between public relations, marketing, and advertising

Although they are closely connected, public relations, marketing, and advertising serve different purposes.

Public relations vs. marketing

Marketing primarily focuses on:

• Selling products
• Acquiring customers
• Increasing revenue

Public relations, by contrast, is centred on:

• Building reputation
• Strengthening relationships
• Enhancing public perception of the organization

Public relations vs. advertising

Advertising relies on paid media to promote products or services.

Public relations focuses primarily on:

• Earned media
• Institutional communication
• Media relations
• Building credibility

How they work together

While they are distinct disciplines, public relations, marketing, and advertising deliver the strongest results when integrated into a coordinated strategy.

Marketing drives sales, advertising increases visibility, and public relations contributes:

• Trust
• Credibility
• Reputation
• Stronger emotional connections with stakeholders