In public relations, what does 'engagement' refer to?

In public relations, 'engagement' refers to the interaction between a brand and its audience. This concept highlights the importance of creating meaningful and ongoing dialogues with stakeholders, including customers, media, and the community. Engagement can manifest in various ways, such as through social media interactions, responses to inquiries, or participation in events. The goal is to foster a strong, positive relationship that can enhance brand loyalty, build trust, and ultimately lead to a more favorable public perception.

While improving sales figures, creating promotional materials, and expanding the customer base are all important aspects of business growth, they do not encapsulate the essence of engagement in the context of public relations. Engagement focuses primarily on the connection and communication with the audience rather than directly driving sales or marketing actions.