What is Public Relations?

Christina and Peter Pilarski • March 27, 2021

We are Christina and Peter Pilarski, founders and leaders of CIPR Communications. Two Babies and Business, our podcast about all things related to digital marketing, public relations, business and family, is now beginning its fifth series. 

We spent our first four series’ discussing digital marketing from a variety of angles. Now we turn our attention to public relations. PR is a world that has changed drastically over the past few years. Even before the COVID-19 pandemic hit us, the approaches behind PR were already changing. The pandemic accelerated these changes and took the field in some exciting, unexpected directions.


PR has been a part of both of our lives for many years. Christina has spent most of her career working in this area; in fact, her history with PR goes back to an interview she did with CBC when she was eight years old! In the passing years, we have seen the focus and methodologies of the mass media shift constantly. The rise of digital media was instrumental in pushing these changes. As the media has changed, the way of working with it has too, meaning that PR professionals have had to adjust our strategies rapidly.


What is PR?

Before we go any further, let’s establish what we’re talking about when we turn to the topic of PR. At its most simple, PR is the practice or set of practices that an individual, company or other organization uses to communicate with the public. From the point of view of a business, PR includes the strategies and tactics put in place to relate to the public at large or specific parts of the public - customers, potential customers, suppliers, employees and other stakeholders. These communications need to be targeted, strategic and carefully managed to ensure that the right message reaches the right people. 


Marketing and PR do work together a lot of the time, but there are important distinctions between them. Marketing involves short-term goals and strategies, usually targeted at specific goals, such as increasing sales over a specific period. PR is more about the long game: long-term goals, establishing yourself as a respected brand and maintaining that status.


Most people look at PR in terms of media relations, which is really only one aspect of PR - probably the one we will spend most of our time addressing in this series. However, the term really applies to any stakeholder communication and the methods you would use to deliver them.


Stay tuned to Series 5 of the
Two Babies and Business podcast, and look out for the related blog posts as we explore the world of public relations. 



April 29, 2022
CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's Energize Don't Hide event. CALGARY, AB, April 28, 2022 /CNW/ - Calgary businesses CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's (CMHA Calgary) Energize Don't Hide event to raise awareness about mental health, build connection and community, and fundraise for the ongoing delivery and expansion of CHMA Calgary programs. These local companies are committed to helping the Canadian Mental Health Association's Energize Don't Hide Calgary campaign and are encouraging other businesses to participate through incentives and prizes. The first two businesses that contact Peter Pilarski ( peter@ciprcommunications.com ) to join Energize Don't Hide as a result of this challenge will receive a free Digital Competitive Analysis Report from CIPR Communications. Certified Flourishing Coaching will also provide complimentary Life Coach Training and Certification to the first individual or solopreneur who contacts Abe Brown ( abe@momentumcoach.ca ) to sign up a team. Additionally, Rumble Boxing Studio has agreed to provide $100 Personal Training Gift Certificates for a First Free Session, a Free Heavy Bag Class and Complimentary Group Bookings to all companies that participate in Energize Don't Hide. "We know that physical activity and a sense of belonging to a community can help to improve mental health," said CIPR Communications Vice President Peter Pilarski. "We wanted to take advantage of Energize Don't Hide Calgary to bring local businesses together to raise awareness, lift our collective spirits, raise some money for CHMA Calgary and have some fun while we are at it." In addition to challenging other businesses and individuals to participate in Energize Don't Hide, CIPR Communications invites registered teams to join their team every Friday for a weekly group training or outdoor fitness session, starting with a private group heavy bag session at Rumble Boxing Studio 17 AVE on Friday, May 6th at 1:30 PM. Interested participants can email peter@ciprcommunications.com to take part. "We are thrilled to host the CIPR Communications Team and anyone who joins them at Rumble Boxing Studio on May 6th," said Kealan Bailey, founding trainer at Rumble Boxing Studio. "While getting any kind of exercise is great for mental health, participating in group fitness adds a sense of community that enhances the experience and punching a heavy bag has many therapeutic benefits." Energize Don't Hide runs from May 2 to June 30. During this time participants are challenged to complete 3,300 minutes of activity and teams are challenged to complete 33,000 minutes of activity while raising money for CHMA Calgary's mental health programs. For more information, visit the Energize Don't Hide website. About Certified Flourishing Coaching The Certified Flourishing Coach Model™ is evidence-based and practitioner focused, meaning that it is based on science and psychology. "Evidence-based" describes an approach to medicine, education, and other disciplines that emphasizes the practical application of the findings of the best available current research. Essentially, it means that a concept or practice is supported by a large amount of scientific research. So, when we describe the Flourishing Coaching Model™ as evidence-based, we mean that we are taking the best available current research around people, change, and specifically how people flourish, and practically applying it with a coaching lens. About Rumble Boxing Studio Rumble offers a one-of-a-kind badass fitness experience, with a fight club meets nightclub vibe. We bring together a high-intensity boxing workout with the powerful platform of group fitness. We are more than just fitness; we are a community. All experience levels are welcome.
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