From startups and small businesses to massive corporations and global nonprofits, effective communication is the backbone of any successful organization. Clear communication allows companies to disseminate crucial information to stakeholders while fostering a culture of transparency and credibility. Everything from advertising and brand identity to crisis management and employee engagement hinges on strong communication. 

Many people assume that the field of communications is synonymous with public relations (PR), marketing, media relations, or journalism. However, these are distinct areas that differ significantly in their scope, practice, and purpose. This blog focuses on the key differences between the broad field of communications and the more specialized domain of public relations. Keep reading to discover how these fields compare and to explore how both are essential in shaping organizational messaging.

Public Relations vs. Communications 

At its most basic level, communication is the exchange of knowledge. It can occur through many channels, including face-to-face interactions, digital platforms, or print media. The communications sector encompasses a broad range of disciplines, including public relations. While they overlap in many ways, public relations and communications are two distinct industries. 

Public Relations Overview: 

Public relations focuses on maintaining the public perception of a company or brand. PR involves proactive measures, such as announcing a new product launch or merger, as well as reactive measures, such as responding to negative press coverage. Public relations professionals cultivate a positive image of an organization among external stakeholders, including potential customers and investors. Using press releases, news conferences, interviews, and other communication strategies, PR professionals carefully manage how information is shared with the public. 

Consider the following example of a PR response: In 2018, Procter & Gamble (P&G) had to address the "Tide Pod Challenge," a social media trend where people were consuming laundry detergent packets. P&G's public relations team implemented a crisis management plan to reduce injuries caused by this dangerous fad and mitigate brand damage. They released public service announcements, social media posts, and a video featuring an NFL player to explain the risks of the "challenge" and discourage people from participating. The story exemplifies how public relations strategies and effective crisis communication can preserve a company’s reputation amidst unexpected situations.

Communications Overview:  

Communications focuses on sharing information both internally and externally. Individuals with a communications degree can work in journalism, media relations, human resources, advertising, and several other fields. Some become communications managers who improve employee engagement, strengthen stakeholder relationships, and share company announcements through new media. Others enter marketing jobs,  planning and implementing advertising campaigns to boost sales and increase customer retention. Communications majors can also become writers, editors, or reporters. 

The internet age has dramatically changed the communications field and opened a world of new opportunities. Communications professionals can use a variety of innovative techniques to increase profits, reinforce brand identity, and enhance an organization’s reach. 

Wendy’s digital marketing campaign is a prime example of creative communication in action. In 2017, the popular fast-food chain gained international attention by using its Twitter account to “roast” fast-food competitors. Instead of leveraging the social media platform for conventional advertisements, Wendy’s jokingly teased other restaurants. They engaged with customers in a casual, light-hearted, and even sarcastic manner that resonated with the younger demographic. The company’s humorous online persona wasn’t just entertaining—it was effective. Wendy’s net income increased from $129.6 million to $194 million, and they gained 300,000 Twitter followers over a single year. While this example involves a marketing campaign, the communications field expands far beyond marketing. It also comprises several other specialties, including corporate communication, stakeholder relationship building, and content creation.

Communications vs. Public Relations: Key Differences 

Communications covers a wide spectrum of activities that leverage internal and external communication channels. In a communications role, a professional might handle everything from employee management to social media marketing. A typical workday might involve developing strategies to increase employee efficiency and morale, organizing email campaigns, writing press releases, or evaluating the effectiveness of an advertisement. Communications professionals often collaborate with colleagues in marketing, human resources, and other internal teams to ensure that communication strategies align with the greater organizational objectives.

In contrast, public relations has a more limited scope and primarily focuses on external communications. Professionals in a PR role handle reputation management, media relations, and crisis management. They ensure that a company or organization is viewed favorably by customers, clients, vendors, investors, and society in general. Working closely with marketing and legal teams, they make announcements, release statements, and organize events to promote the company. 

Building relationships is a fundamental aspect of public relations. PR professionals work to gain trust and credibility with the public while also maintaining positive relationships with media outlets, journalists, and reporters. They follow industry trends, research target audiences, and ensure that brand messaging is relevant and consistent across all communication channels. PR also involves representing the company during unexpected emergencies or scandals, such as data breaches, product recalls, or legal disputes.

Take Your Career to the Next Level  

If you’re interested in a career in public relations, communications, or a related field, a degree from WGU can help you reach your goals. Our Bachelor of Science in Communications (BSC) degree can equip you with in-demand skills in KPI evaluation, communications planning, AI and technology resources, and other essential subjects. The degree program also includes three WGU certificates in strategic thinking and innovation, business power skills, and strategic communications.

At WGU, our online degree programs allow you to study when and where it's convenient for you. Whether you’re a working professional, a busy parent, or a recent high school graduate, our flexible programs can meet your needs. WGU’s competency-based education model means that instead of waiting until the end of the term to advance, you can pass courses as soon as you demonstrate mastery of the material. This format allows many students to graduate sooner and save on tuition costs. Take the next step toward a rewarding career by applying today!