What Is a PR Team? Roles, Structure, and When Your Marketing Team Actually Needs One
A PR team manages how a brand is perceived — by the press, the public, and anyone whose opinion can move the business. It's measured on trust, not sales, which is where it splits from marketing: marketing creates demand, PR earns the credibility that demand leans on. Written for marketing teams who keep inheriting "PR" without a clear definition, this guide covers what a PR team actually does day to day, the five core roles and their 2026 US salaries, the skills that separate a good team from a busy one, and a clean ownership split between PR and marketing so work stops slipping through the cracks. It also explains when a business truly needs PR, how to choose between in-house, agency, freelancer, or distribution, and the metrics that prove whether any of it is working.
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