Public relations is the practice of managing the spread of information between an individual or an organization, such as a business, government agency, or a nonprofit organization and the public. Public relations promotes goodwill and communication between the company and consumer. Good public relations builds relationships with your customers. Public relations is a component of your marketing strategy; a company will be more profitable through communication and relationships with customers. Public Relations firms in Nigeria include Afromedia, Alder Consulting, center spread , Clc connect and so on

Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. But now advertising is also a part of greater PR Activities. An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders and ultimately persuade them to maintain a positive or favorable view about the organization, its leadership, products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies, government, and public officials as PIOs and nongovernmental organizations, and nonprofit organizations. Jobs central to public relations include account coordinator, account executive, account supervisor, and media relations manager.

Public Relation is the art and science of ensuring that the image of the company and its universe (people, brands, etc) is always on the positive. In a graphical representation, the objective of the company should be to be present always in the first quadrant and never in the third. The position of the company in the graph can be arrived by surveys and interviews. If the company were to do this exercise on a regular basis and maintain such data it would make tremendous difference to its marketing efforts.

Public relations specialists establish and maintain relationships with an organisation's target audience, the media, relevant trade media, and other opinion leaders. Common responsibilities include designing communications campaigns, writing news releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organisation's spokesperson, preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation (crisis management), managing internal communications, and marketing activities like brand awareness and event management  Success in the field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity.

In today's public relations field, professionals utilize more than the traditional press release. PR professionals commonly use social media outlets to convey their message to the public. Social media is changing the public relations industry as it allows businesses to communicate with a larger community. Instead of sending a message to just your local audience, businesses can now communicate globally. As the scope of public relations increases, professionals need to adapt and take advantage of new avenues to communicate with the public. Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to the way an organization is perceived by influencing the media and maintaining relationships with stakeholders.