Public relations for preservation is largely concerned with reinforcing the positive image that a library or archive wishes to project about itself and its services. A positive image is projected when employees actively seek out opportunities and exploit them. A well developed, dynamic public relations program is not only in the best interests of the institution, but is paramount to the success of its preservation unit. Without such a program, the institution and its preservation program will remain invisible to the outside community and languish for lack of funds.

The main purpose of a public relations program is to positively influence the way the public, including consumers, media, academia, and government, views an institution's preservation activities. If conducted successfully, a well-run public relations program benefits both the preservation unit and the public.

Below is an outline of some of the topics covered in this section.