Explain the two types of approaches in public relations.

• A. Proactive
• B. Proactive and Reactive
• C. Reactive
• D. Passive

Answer: (B)

Public relations relies on two broad approaches: proactive and reactive. A proactive approach is about planning and initiating communications and activities to shape public perception, build trust, and create favorable coverage—think campaigns, media outreach, events, partnerships, thought leadership, and anticipating issues before they arise. A reactive approach kicks in when events demand immediate response—addressing questions, correcting misinformation, handling inquiries, and managing crises as they develop. The strongest understanding recognizes that effective PR blends both: you do forward-looking, preventive work to cultivate a positive image, while you stay ready to respond quickly and appropriately when failures, rumors, or emergencies occur. Focusing only on proactive work leaves you vulnerable to surprises, and relying solely on reactive responses can lead to chaotic, less-controlled messaging. Passive isn’t a recognized approach for guiding PR strategy.