Public relations (PR) refers in this chapter of the guide to all efforts with the objective to attract the attention of the press and other media (TV, radio stations, news agencies, etc.) to report about your institution’s programmes and services.

PR and media work will depend on your country’s media culture and landscape. You will have to adapt to the conditions and limitations given.

There are basically three different ways of PR work:

• Inviting media contacts to events (e.g. inauguration party, conferences, professional meetings)
• Sending out press releases
• Active participation in media work (publishing articles, broadcasting a radio documentary, doing an expert interview, serving as a discussion moderator on a media event, etc.)