Put simply, PR professionals work on behalf of brands or individuals to protect and enhance their reputations, but here is an official definition from the Public Relations Consultants Association:
“Public Relations, or 'PR', is all about the way organisations communicate with the public, promote themselves, and build a positive reputation and public image.
The way an organisation is represented in the media has a huge impact on how people perceive it. PR professionals try to influence the media to represent their organisation positively and communicate key messages.”