PR works by strategically communicating with the public, media, and other relevant stakeholders to foster a positive reputation and manage the narrative around a brand or organisation. This is achieved through crafting compelling stories and messages that are shared via press releases, social media, events, and direct media outreach. The goal is to influence public perception, build strong relationships, and maintain a favourable public image. Successful PR campaigns often involve monitoring public responses, adapting strategies based on feedback, and maintaining a consistent and transparent line of communication.