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Public relations (PR) is a procedure that attempts to draw attention to the artist. The main purpose of public relations is to create, build, and sustain a favorable reputation or public image of an artist and to enhance the growth of his career. The image promoted is often a multi-dimensional one that actually projects the personality of the artist. The intent is to capture an audience or following of a wide variety of people, i.e., to induce mass appeal. Various strategies may be employed such as having the artist affiliated with ongoing or annual events for charity, e.g., having the artist's name attached to the event, or sponsoring helpful programs for abused children, endangered animals, environmental protection, etc..

Public relations is almost always handled by a PR firm with extensive contacts at the national level. A public relations campaign will try to influence or form a positive public opinion toward the artist. The campaign is generally a national or worldwide "process." PR and publicity campaigns are often run simultaneously by coordinating the various people and agencies involved, e.g., where the record company synchronizes efforts with the national PR firm and the artist manager.

See Cross-links: PUBLICITY, PUBLICITY-A CLOSER LOOK, PUBLICIST, MEDIA KIT, PRESS KIT, ADVERTISEMENT under "Display Advertisement," IMAGE, PROMOTION, RECORD PROMOTION-A CLOSER LOOK.

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