Public relations is the strategic communication process that builds mutually beneficial relationships between an organization or individual and its publics, encompassing traditional media, social media, and in-person engagement.

The field, formalized in the US by the Public Relations Society of America (founded 1947), has shifted definitions over its history — early framings emphasized press agentry and publicity, while the modern PRSA definition centers on relationship-building and mutual adaptation between an organization and its audiences. In practice, PR work spans anticipating and interpreting public opinion, counseling leadership on policy and communication decisions, and defending an organization's credibility during a crisis. The oft-cited distinction from paid media captures the difference in mechanism: "Advertising is what you pay for; publicity is what you pray for."