whats a pr visit

13 things to know before you head to Puerto Rico

Nov 30, 2023 • 10 min read

Don't just dive right in! A little local knowledge can help you on your way to a perfect trip to Puerto Rico © Stephen Frink / Getty Images

With breathtaking oceanfront vistas, lush, breezy mountains, tropical rainforest, some pumping nightlife and one of the coolest food scenes in the Caribbean, a Puerto Rico vacation is all about enjoying the ride.

Learning a few of the island's unspoken social rules will go a long way to helping you enjoy the vibe and understanding what makes Puerto Rico such a memorable spot for your vacation.

So whether you're hiking, surfing, zip-lining, boogie boarding or heading to one of the island's many festivals, here are our top tips on planning, etiquette and health and safety in Puerto Rico.

1. Check the visa rules and passport requirements

While Puerto Rico is its own country, and local laws and customs differ from those of the United States, the island is still a Commonwealth of the USA. This means US citizens don’t require a passport or a visa for entry.

Flights from the US are considered domestic, so you won’t go through customs when you arrive on the island and you won’t need to present a visa or pay a departure tax when you leave.

However, visitors must still pay the local tax of 11.5% on goods and services and you’ll be required to pass through the US Department of Agriculture channel at the airport before you leave, just to make sure you don’t bring fruits or vegetables or open food packets back into the US.

Non-US citizens taking a trip to Puerto Rico may need to apply for a 90-day visa before arrival, but countries that are part of the US Visa Waiver Program won’t need a visa thanks to international agreements. Check out this list to see what countries are part of the program and which have visa requirements.

2. Rent a car for long-distance road trips when traveling in Puerto Rico

When planning a trip to Puerto Rico, it's necessary to know that public transportation often falls short. Keep this in mind when planning how long you want to stay.

The bulk of the San Juan metropolitan area – comprising the municipalities of San Juan, Bayamón, and some parts of Carolina – is served by buses run by Autoridad Metropolitana de Autobuses (AMA), but the routes and pick-up times are unreliable.

A road trip to the beautiful central mountain range, the beaches of the northwest, or the southwestern desert requires a rental car. 

Cars can go up or down in price depending on the season , but you’ll get more out of your trip if you’re driving as you can make all the stops you need to take photographs at the amazing miradores (lookout points) sprinkled along Expressway 22 in the north or Route 66 in the northwest.

3. Don’t expect to see the whole island in one trip

Puerto Rico is 100 miles long and 35 miles wide, but don't let that fool you – the geography is anything but small in scale and there are many things you'll want to do while you're there. The island has a surface area of 3515 sq miles, and white, sandy beaches are only one of the natural wonders you’ll experience in Puerto Rico.

Visitors can marvel at bioluminescent bays, caves that are thousands of years old and adorned with Taino hieroglyphics, and a wealth of rivers, canyons, high mountain peaks, and salt flats. 

While a lot of tourist attractions and popular bars are in San Juan, real Puerto Rican culture is often best encountered in places outside of the metropolitan area. It can take up to three hours to get from one side of the island to the other, and there are bound to be some roads that are either closed or temporarily closed for repairs.

Traveling from one end of the island to the other can be a breeze if you use the expressways, or it can be a long rollercoaster ride via the island’s beautiful backroads.

Expect delays due to construction and improvement work along major highways, and be prepared for epic traffic jams during the peak commuter hours, from 6am to 9am and 4pm to 7pm.

4. Pack bathing suits and your Sunday best

As a former Spanish colony, Puerto Rico was left with a legacy of Spanish colonial practices, including widespread Catholicism, also common in other nearby Latin American countries such as Cuba and the Dominican Republic . 

Perhaps unsurprisingly, Puerto Ricans tend to be quite conservative when it comes to dress codes and the places where these apply. In Old San Juan – where the governor’s mansion, La Fortaleza is located – it’s common to see workers in full suits or long shirts regardless of the tropical heat.

Flip flops are usually reserved for the beach or super-casual situations, such as trips to kiosks and beachside restaurants, or riverside walks. You’ll stick out like a sore thumb if you show up at the main mall, Plaza las Américas , in your swimsuit.

Some clubs have dress codes too, requiring men and women to wear smart shoes. Pack your bathing suit and flip flops, but also bring some dressy outfits for going out at night and clothes that cover the knees and shoulders if you plan to visit any religious sites. 

5. Buy tickets ahead for tours and attractions

If you’re planning to join a snorkeling trip, go on a catamaran tour, or eat at the 1919 Restaurant in the Vanderbilt Hotel , book your spot ahead of time. Trust us, planning ahead will be a game-changer.

6. Don’t expect everyone to speak English

Regardless of Puerto Rico’s modern political status, Spanish remains the language most widely spoken on the island. While you’ll find plenty of Puerto Ricans who speak near-perfect English, you're most likely to meet these people in the metropolitan area and peripheral cities such as Caguas, Bayamón, Guaynabo, Carolina, and Trujillo Alto.

Even in Old San Juan, where restaurant and tourism industry workers will speak to you in English without a problem, it’s considerate to ask someone if they speak English before continuing. If you're venturing outside of the main tourist zones, brush up on your Spanish, be patient and courteous and you’ll make fast friends with island residents.

7. Discuss politics with care   

Conversations about the island's political situation can get heated and emotional – the subject of the islands' status is a controversial one, and Puerto Ricans' views vary widely.

The best approach is to come to these conversations with an open mind and remember that Puerto Rican politics and US politics are incredibly different. There's much to be gained by just listening to Puerto Ricans' stories and hopes for what they want to see the island become in the future.

8. Be ready to sample the full range of Puerto Rican cuisine

Don’t let the tasty street snacks – pernil (roast pork), alcapurrias (stuffed, fried fritters), and bacalaitos (codfish fritters) – steal all your attention. While these traditional and delicious foods are prevalent, Puerto Rican cuisine is vast and complicated, with influences that range from West Africa to Spain and Asia.

You’ll find vegetarian-friendly restaurants such as vegan cafe El Grifo in Caguas and 100% HP in San Juan. Then there's the fine dining experience at the internationally renowned 1919 Restaurant inside the Vanderbilt Hotel in Condado or the French restaurant Trois Cent Onze .

Puerto Rico has a host of extraordinarily talented home-grown chefs and wonderful influences from other countries, such as the island's ubiquitous Puerto Rican-Chinese restaurants, which are typically family-run and cozy. Come for the mofongo (mashed fried plantains) and pernil , but stay for the surprising breadth of culinary experiences that await in Puerto Rico.

9. Be ready for the real “island time”

It’s tempting to think of Puerto Rico as a laid-back escape where the majority of the time is spent going to the beach or hanging around in the sun. The reality is that the island is centered on a busy, metropolitan city, with people rushing to work early in the morning, and traffic jams at the end of long workdays.

If you need to do any errands, plan ahead, because government offices, fast food restaurants, bakeries, and supermarkets will almost always have long lines. Making a scene or looking exasperated because the cashier took a little bit more time than usual will most likely earn you some dirty looks. 

You’re on vacation; enjoy the slower pace and go with the flow. You’ll soon learn the art of Puerto Rican small talk and taking a breather while you wait.

10. Be aware of the hurricane season

Hurricane season in the Caribbean runs from June 1 to November 30, and while Puerto Rico isn’t typically hit by hurricanes, when they do hit, they can be devastating. When booking hotels and plane tickets during hurricane season, always check with your airline about their natural disaster policies.

If you get stuck in Puerto Rico during a hurricane, your hotel will likely have an emergency plan. Tourists are well taken care of on the island, so ask your lodging about contingency measures before you go.

This is not to say you can’t travel during the hurricane season – indeed, June to November is one of the most wonderful seasons on the island. Just keep an eye on the news and monitor your favorite weather app for warnings of approaching storms.

11. Exercise caution on Puerto Rico's beaches 

Beaches in Puerto Rico are beautiful, with crisp white sand and crystal clear waters for all to enjoy. However, there are usually no lifeguards on duty, and if you’re staying on the Atlantic coast in the north, the ocean tends to be choppier compared to the mild waves of the Caribbean in the south. 

You can usually spot rip currents and whirlpools by the appearance of the surface of the water, which will look different from the water where waves are moving towards the beach. 

Don’t panic if you do get caught in one – the National Oceanic and Atmospheric Administration (NOAA) recommends conserving your energy and swimming parallel to the shore until you get out of the current. While rip currents can be deadly, they rarely pull people under the water, just away from the shore.

Exercise caution when swimming with children and if you see a patch of water or a beach that’s completely empty, that’s usually for a reason. This could be jellyfish, spiky sea urchins, or strong undercurrents. 

When visiting the beach, don’t bring flashy jewelry, expensive cameras, or leave purses out in the open, as pickpockets can be an issue on high-traffic tourist beaches such as Ocean Park and Isla Verde.

12. Exercise the same caution you would use in a big city back home

Puerto Rico is generally safe for travelers but keep an eye out for risks such as dark, empty streets in Old San Juan and other San Juan neighborhoods . In particular, exercise caution when venturing out to clubs in Santurce – this is a high-crime area at night.

Some beaches in urban areas aren’t safe to hang out at night either. There’s no police presence and these beaches tend to be hidden behind hotels and residences with little to no lighting, providing an excellent opportunity for petty crime.

Research the area where you’re staying and try to speak to someone who already lives there or has visited to gauge safety levels.

13. Don’t skimp on sunblock and bug spray

Caribbean sunlight can hit hard if you’re not used to it. The islands are close to the equator and get hit directly by the sun, with noon to 4pm being the most punishing hours of the day. Don’t skimp on sunblock – aim for SPF50 or higher – and you'll avoid nasty burns.

Any local will tell you that bugs – especially mosquitoes – are a nuisance on summer nights. In the worst cases, they can also carry tropical diseases such as dengue fever, Zika, and chikungunya.

Your best protection against bugs is to wear a lot of DEET-based bug spray, especially in areas close to bodies of sitting water, such as mangroves, lagoons and lakes. 

This article was first published May 2022 and updated November 2023

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A beginner's guide to visiting Puerto Rico: Everything you need to eat, see and do

Puerto Rico is beloved by travelers around the world, and for good reason.

From bioluminescent bays, pristine Caribbean beaches and lush forests to historic streetscapes, a vibrant local food scene and fascinating cultural attractions, each region of Puerto Rico offers visitors a distinct experience.

And there's simply never a bad time to visit. Better yet, you can often find cheap nonstop flights to both San Juan's Luis Muñoz Marín International Airport (SJU) and Aguadilla's Rafael Hernández Airport (BQN) on the stunning northwest coast. If you're traveling from the U.S., you don't even need a passport or have to change your money.

It's a perfect tropical weekend getaway from the Eastern Seaboard; you can board an early morning flight and enjoy lunch and a pina colada with your toes in the sand.

In short: Paradise awaits.

Where to eat and drink in Puerto Rico

Puerto Rico is a wonderful destination for foodies. Along the cobblestone streets of Old San Juan, you'll find gourmet cuisine served in elegant, historic townhomes rubbing shoulders with atmospheric hole-in-the-walls that serve traditional fare.

Following Hurricane Maria, restaurants became ever keener to support local agriculture and celebrate food that is grown entirely on the island. The result is farm-fresh, hyper-seasonal cuisine infused with Creole, Taino and Spanish influences.

The much-loved national dish is mofongo — deep-fried mashed plantains served with a side of seafood or meat and chicken broth soup. Among the best places to try it are Santaella in San Juan and Mi Casita in Pinones.

Lechon — a whole pig roasted over a fire for at least four hours — is another hearty mainstay of traditional Puerto Rican cuisine. Around an hour's drive south of San Juan, dozens of lechoneras dot the famed Ruta de Lechon, or "Pork Highway," where trays of succulent, tender pork are served at communal tables, usually accompanied by copious cold beer and live music.

If you want to graze on authentic local delicacies beachside, head for Luquillo (near El Yunque National Forest), where more than 60 kiosks ranging from rustic beach bars to full-service restaurants serve authentic Creole cooking as well as Latin American signature cuisine.

A colorful pit spot while exploring San Juan's trendy Santurce district, Alcapurria Quema is a no-frills Santurce locale that's one of the best places to try Puerto Rico's ubiquitous local snack, alcapurrias: deep-fried fritters made from plantains (or grated yucca) stuffed with flavorful beef, pork or fish.

Fine dining in Puerto Rico

If you want to splurge, San Juan has plenty of upscale dining venues.

Located inside the elegant Condado Vanderbilt Hotel, 1919 is widely hailed as the best fine dining restaurant in Puerto Rico. Helmed by Juan José Cuevas, who worked at the Michelin-starred Blue Hill in New York, menu highlights include scallops with organic mushrooms, kale and sunchoke, as well as robalo (snook) with pistachio, local white beans and dill. For an unforgettable dining experience, opt for the chef's menu ($199) accompanied by sommelier-selected wine pairings. Make a reservation, dress the part and enjoy every moment. It's one of the island's most expensive restaurants, but worth it.

Vianda 's stylish midcentury modern-style bar and sleek, moody dining room draw well-dressed locals with its innovative mixology and farm-to-table cuisine. Vianda means "root vegetable," and the small, seasonal menu riffs on Puerto Rico's rich culinary heritage while showcasing the island's incredible bounty of tropical fruits, vegetables and herbs. Start the evening with a Corazon de Melon ($15) cocktail, made with tequila, watermelon, cucumber, mint and rosemary, followed by a signature entree such as the Mar y Tierra, a rich medley of cod loin, crispy pork belly, mussels, sofrito butter and white beans ($44).

Most epicureans will have heard of Marmalade , the internationally renowned restaurant credited with putting Puerto Rico on the foodie map. It remains one of the best gourmet dining experiences on the island. Iowa native chef Peter Schintler deftly blends indigenous and international ingredients to produce a truly memorable five-course prix fixe menu ($135 per person). It changes frequently, but menu classics include local organic rabbit with black olive garganelli and grilled ahi tuna with peanut-miso broth.

Chef José Santaella 's namesake restaurant is a lively, fun place to dine on nouvelle Puerto Rican cuisine with family and friends. The edgy industrial decor (it used to be a hardware store) contrasts with the menu's vibrant "tropical creole" gastronomy. Arrive early for cocktail hour and try a Lady Bullet (Woodford Reserve bourbon, fig marmalade, lavender syrup, orange bitters and lime juice; $16) and stay for the duration, grazing on delectable small plates, including wagyu sliders ($26), grilled Spanish octopus ($32) and escargot ($18).

What to see and do in Puerto Rico

Puerto Rico has a ton of sightseeing you'll want to add to your itinerary, too.

El Yunque National Forest is just 45 minutes from San Juan and is the only tropical rainforest on U.S. soil. It's famous for its incredible hiking, an abundance of waterfalls and endemic wildlife.

There are just five bioluminescent bays in the world, and Puerto Rico is home to three: Bahia Mosquito, Laguna Grande and La Parguera. To access Puerto Rico's bio bays via kayak or paddleboard, you'll need to paddle through dark mangrove channels — signing up with a tour operator is definitely the way to go. Most companies operate two tours each night, at sunset and 9 p.m.

The protected wildlife reserve of Bahia Mosquito is located on Vieques, an island municipality a short flight from San Juan. Famed for its picture-perfect crescents of sand, boutique hotels and crystalline waters, Vieques is the quintessential Caribbean idyll. Boasting the highest concentration of phosphorescent dinoflagellates (plankton that make the water sparkle with just the touch of a hand), Mosquito Bay is the brightest of the world's five bio bays.

For travelers with limited time, Laguna Grande is the most accessible bio bay in Puerto Rico, less than an hour's drive from San Juan on the northeast coast. What sets Laguna Grande apart is that the bay is actually a lagoon nestled within an area of spectacular natural beauty.

Puerto Rico is replete with gorgeous, sandy beaches. Near Luquillo, La Pared is an often deserted stretch of almost golden sand. The beach town of Naguabo, in the southeast corner of the island, is also incredibly quiet, and palm trees frame the soft, sandy beach and turquoise water.

Ponce is Puerto Rico's second-largest city. Located on the island's southern coast, it's chock-full of history. Be sure to check out Plaza Las Delicias, which has a cathedral as well as an old firehouse (Parque de Bombas) that's now a museum.

Museo de la Musica Puertoriquena has a rich history dating back to the 19th century. Here, you'll find traces of Taino, Spanish and African influences. You'll also learn about Puerto Rico's musical history, which you can now hear throughout other parts of the Caribbean, the mainland and around the world.

Where to stay in Puerto Rico

Hyatt regency grand reserve puerto rico.

Fresh from a multimillion-dollar face-lift, this 579-key beach resort reopened in 2019 as the Hyatt Regency Grand Reserve.

Rooms (starting at 520 square feet), suites and villas are contemporary and inviting, with simple wooden furnishings, marble floors, a white-on-white color palette and furnished terraces and patios. Bathrooms feature rainfall showers with separate tubs and Pharmacopia toiletries.

Beyond the hotel's natural assets — a beautiful white-sand beach and 72 acres of flamboyant tropical vegetation — amenities include a lagoon-style pool, a state-of-the-art fitness center, a luxurious spa, two Tom Kite-designed 18-hole championship golf courses and several upscale restaurants serving everything from Pacific Rim cuisine and sushi at Nori Asian to prime cuts of beef and seafood at Prime 787, a contemporary American steakhouse.

The hotel can arrange a number of activities nearby, including horseback riding, an all-terrain-vehicle excursion at nearby Carabali Rainforest Adventure Park and hikes through El Yunque National Forest.

Rates at the Hyatt Regency Grand Reserve start at $300 or 12,000 World of Hyatt points per night.

Hilton Ponce Golf & Casino Resort

The rambling 255-key Hilton Ponce Golf & Casino Resort is the only Hilton hotel outside of the San Juan area.

While rooms are rather spartan and generic, they have an inviting beachy vibe with a green-and-white color palette, light wood furnishings, tiled floors and balconies with ocean views (in most rooms). Comfort-enhancing modern touches include coffee makers, minifridges and flat-screen televisions.

At this amenity-rich, family-friendly resort, there's plenty to keep adults and children entertained, including two expansive pools, a 27-hole championship golf course, a miniature golf course, tennis courts, a playground and a splash park. It's also home to one of the largest casinos in Puerto Rico and four restaurants: El Bohio, La Cava, La Terraza and Sancho's Sushi Bar.

While it isn't the splashiest Hilton property in Puerto Rico, it's a great base for exploring Puerto Rico's southwest coast.

Rates at the Hilton Ponce Golf & Casino Resort start at $230 or 50,000 Hilton Honors points per night.

The St. Regis Bahia Beach Resort

Located between El Yunque National Forest and Espiritu Santo River State Preserve, The St. Regis Bahia Beach Resort places guests within striking distance of two of Puerto Rico's top attractions.

Designed by Puerto Rican fashion designer Nono Maldonado, the spacious (and completely refurbished) accommodations channel a breezy Caribbean aesthetic with a serene white-and-cream color palette, abstract artworks and sleek, modern furnishings.

However, it's the luxe details and exquisite service that really set this property apart. There's the cozy pillow-top bed dressed with a cashmere throw, the marble spa-style bathroom with a centerpiece deep soaking tub that's stocked with luxe Frette bathrobes, and, of course, the St. Regis' private butler service.

A surfeit of amenities include a beautifully landscaped swimming pool, a lavish spa, a Robert Trent Jones Jr.-designed golf course and three acclaimed restaurants.

Rates at The St. Regis Bahia Beach Resort start at $695 or 70,000 Marriott Bonvoy points per night.

Dorado Beach, a Ritz-Carlton Reserve

Puerto Rico's most exclusive resort, Dorado Beach, a Ritz-Carlton Reserve , combines unbridled luxury and impeccable attention to detail with a sustainable ethos. Built by the Rockefeller family in the 1950s, it remains a magnet for tycoons, celebrities and, these days, cryptocurrency investors.

Nestled on a glorious 2-mile beach amid a riot of mature tropical vegetation, beautifully appointed rooms and suites are equipped with every creature comfort imaginable and assigned their own private butler. Standard rooms are huge (they start at 1,000 square feet), while deluxe suites also feature private plunge pools.

The resort's amenities are, as you'd expect, exceptional. There are two gorgeous pools fronted by swaying palms, three Robert Trent Jones Sr.-designed golf courses and one of Puerto Rico's finest restaurants: Coa, a culinary homage to the region's Taino roots. A roster of family-friendly activities includes the signature Jean-Michel Cousteau's Ambassadors of the Environment program.

Rates at Dorado Beach, a Ritz-Carlton Reserve start at $1,995 or 170,000 Marriott Bonvoy points per night.

Related: Puerto Rican renaissance: A review of Dorado Beach, a Ritz-Carlton Reserve

The details

Getting there.

If you're interested in visiting Puerto Rico, flights are plentiful. There are more than 120 nonstop flights between the island and major mainland U.S. cities, according to Discover Puerto Rico . That means you can fly nonstop between the island and cities like New York, Miami, Fort Lauderdale and Chicago. Most of the nonstop routes are to San Juan.

While the cheapest available flights to Puerto Rico typically range from $300 to $600, you can pick up deals with both legacy carriers as well as low-cost carriers such as Spirit Airlines and Frontier Airlines .

Of course, a cheap deal isn't the only way to get to the island.

You can easily use points and miles to get you from major cities to Puerto Rico. American Airlines , for example, offers off-peak MileSAAver awards from 17,000 miles one-way in economy or 59,000 in business class.

With United Airlines , expect to spend between 20,000 and 65,000 miles for a one-way ticket from cities like Newark and Chicago.

But perhaps the best way to use points to visit Puerto Rico is through JetBlue .

On JetBlue, you have several destinations beyond San Juan to consider. For instance, you could fly round-trip from New York to Aguadilla for just $274 or 23,000 TrueBlue points in August this year, or to Ponce for $386 or 31,000 TrueBlue points round-trip.

You can transfer Chase Ultimate Rewards points to JetBlue at a 1:1 ratio, but this might not be the best use of your Chase points .

JetBlue is a transfer partner of American Express Membership Rewards as well, but TPG doesn't recommend transferring Amex points to JetBlue because of the limited value you'll get. Additionally, points transfer at a weak 250:200 transfer ratio.

You can also transfer Citi ThankYou Rewards to JetBlue, though the transfer ratio isn't great — either 1:0.8 or 1:0.5, depending on which Citi card you have.

Do you need a passport to go to Puerto Rico?

Nope! Puerto Rico is an unincorporated U.S. territory, so you don't need a passport or a visa to visit if you're a U.S. citizen. Just bring your state ID and you'll be good to go.

Getting around

Ride-hailing Uber is the only ride-hailing app that made its way to Puerto Rico and survived the pandemic. The mobile app is equally as effective as it is on the mainland and is very popular with locals for its competitive rates (compared to local taxis), efficiency and reliability.

Taxis Within San Juan, taxis are frequent, reliable and comfortable; look for white cabs labeled Taxi Turistico. Designated taxi stands are located at key tourist points in San Juan (including cruise ship piers, major hotels, Plaza de Armas and Plaza Colon). Taxis operate a fixed-rate system according to specified zones, but they can be pricey. Once you leave the metro area, it becomes increasingly expensive to travel between towns.

If you plan to stay in neighborhoods like Old San Juan, you probably won't need a car, Uber or taxi since the area is pretty walkable.

If you're a public transportation geek like me, make sure the Tren Urbano is on your radar. It's an 11-mile rapid transit system that serves San Juan, Guaynabo and Bayamon. The trip between Bayamon and San Juan is just 30 minutes, and the one-line train system has 16 stops; it passes through the University of Puerto Rico as well as the Santa Rosa shopping mall. It's very affordable, too: A regular fare is just $1.50 and if you're between the ages of 60 and 74, just 75 cents. Better yet, if you're 6 years of age or younger, or 75 or older, it's free.

Renting a car in Puerto Rico is pretty straightforward with all the major rental companies to consider, including Avis, Enterprise and Hertz, each of which is located at the airport.

The best times to visit Puerto Rico

The majority of hurricanes in Puerto Rico typically occur between August and October, while hurricane season runs from June 1 to Nov. 30, according to the U.S. National Weather Service . Notably, Hurricane Maria made landfall on Sept. 20, 2017.

Many people I spoke with on the island said, "Summertime is all the time" in Puerto Rico, with temperatures hovering in the 80s daily. If you're trying to avoid the infamous daily Caribbean rains, you'll want to plan to visit between January and March, as precipitation is low .

If you want to avoid the hordes of people traveling during spring break but still want to visit before hurricane season kicks in, the spring is the best time to score flight and hotel deals. As an added bonus, you'll have the beach all to yourself.

Bottom line

Puerto Rico has come a long way since Hurricane Maria in 2017 and Fiona in 2022. Let it be known that the island is open for travelers — and eager for the business. From beach resorts to landmarks, excellent food and great hospitality, there's something for everyone who makes the short flight down to visit.

Related reading:

• The best hotels in Puerto Rico
• 8 reasons to visit Puerto Rico in 2023
• Best points hotels in the Caribbean
• Start booking your summer trips now — here's why
• The 26 best Marriott hotels in the world

Puerto Rico   Travel Guide

Courtesy of John and Tina Reid | Getty Images

26 Epic Things to Do in Puerto Rico

Puerto Rico's must-visit attractions range from the adventurous (like daytrips to the jungles of El Yunque , zip line tours , camping in the mountains of Jayuya, and exploring the Cueva Ventana, a mostly undeveloped cave with guided tours) to the

• All Things To Do

Bioluminescent Mosquito Bay (Vieques) Bioluminescent Mosquito Bay (Vieques)

This south Vieques beach might not sound like much, but it's one of travelers' favorite experiences in Puerto Rico. During the day, Mosquito Bay is nothing special as Caribbean beaches go. At night, the waters emit a blue glow from organisms called dinoflagellates that live in the waters and light up when disturbed by boats, paddles or hands dipped in the water. Hundreds of thousands of bioluminescent dinoflagellates live in each gallon of bay water, and the light show put on by these tiny creatures provide is truly a (natural) wonder to behold.

Avoid visiting the bay during a full moon, since the moonlight somewhat spoils the display. Recent travelers recommended going out in a kayak to get the full effect of the glow. Some note that the bay isn't as bright as they hoped.

Old San Juan Old San Juan free

U.S. News Insider Tip: Many visitors flock to Old San Juan for nightlife, but you'll find more locals in La Placita de Santurce, a farmer's market by day that hums with music, dancing, dining, and drinking at night. – Robert Curley

Viejo San Juan is home to a variety of top attractions, including the Castillo San Felipe del Morro (a.k.a. El Morro ) and the Castillo San Cristóbal , the two centuries-old forts guarding the walled city of San Juan. Within the walls you'll find Calle del Cristo, one of Old San Juan's most popular shopping and entertainment districts, and Calle de la Fortaleza, which regularly has art dangling from above. While most visitors take advantage of seeing the historic and iconic sights, wandering the narrow streets and plazas of Old San Juan is an experience in itself. Many of the best tours in Puerto Rico include strolls through the old town's cobblestone streets to view the historic, colorful architecture and experience Puerto Rico's vibrant culture. No need to leave for lunch: Old San Juan is bursting with street vendors and restaurants ready to satiate your appetite. At night, the city comes alive and is filled with a bustling nightlife known for its drinks and Latin dancing.

El Morro (El Castillo San Felipe del Morro) El Morro (El Castillo San Felipe del Morro)

El Morro, which sits within the San Juan National Historic Site, juts out of San Juan harbor and beckons to cruise ships. Construction of the hulking, six-story fortress started in 1539. It was originally built to deter sea attacks, and went on to withstand two world wars and several other battles under the control of the Spanish and, later, the United States. Now, El Castillo San Felipe del Morro (known simply as El Morro) is Puerto Rico's go-to tourist attraction, both for its extensive history and its outstanding vistas of the Atlantic Ocean. You can also walk through the fortress' depths, which include a maze of tunnels, barracks and prison cells. Exhibitions and a park film offer a more in-depth look at the fort's history, and park rangers are stationed around the site to answer questions and lead interpretative programs. A photo in one of the fort's iconic watchtowers is the ultimate Puerto Rico selfie stop.

You'll enjoy exploring more if you wear comfortable walking shoes, as the fort is quite large: it can take up to three hours to explore the whole place on foot. Travelers tend to agree the El Morro is worth visiting whether you're a history buff or not but for a little guidance on the fort's history, consider signing up for one of the best tours in Puerto Rico .

Popular Tours

Rainforest and Junglequi Zipline Combo Tour

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from $ 200.00

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Culebrita Culebrita free

If you really want to get away from it all, and a trip to Vieques or Culebra doesn't quite scratch that itch, consider a visit to Culebrita. This mile-long coral island, the easternmost point of Puerto Rico, sits offshore of Culebra. Part of the Culebra National Wildlife Refuge, the island is largely uninhabited other than by pelicans, green sea turtles and other wildlife. Daytrippers who come over from Culebra to bask on the Culebrita's half-dozen or so beaches, including the aptly named Playa Tortuga, home to nesting sea turtles. The beaches typically have clear waters and soft white sand. The island also has a number of tidal pools that are popular swimming holes for visitors who disembark from tour boats at a dock on West Beach; Turtle Beach is about a 15-minute walk from the boat dock.

Culebrita Lighthouse is one of the few manmade objects on the island; raised by the Spanish in 1886, the now decommissioned beacon guided ships through the Virgin Passage and Vieques Sound.

Flamenco Beach Flamenco Beach

On the island of Culebra, which sits about 20 miles east of Puerto Rico, visitors will find a beach perfect for families, snorkelers and those looking for a remote spot that boasts a delightful aesthetic from nearly every angle. Flamenco Beach's 1-1/2-mile strip of sand is the most popular on Culebra and is often recognized by travelers and experts as the most beautiful in all of Puerto Rico.

Facilities like bathrooms and showers can be found on-site, and the beach's white sand is peppered with kiosks selling refreshments or offering chairs and umbrellas for rent (about $10 each). Amenities and tranquility are part of the allure of Flamenco Beach, but above all else, travelers simply can't stop raving about the beach's beauty. Some travelers do complain that Flamenco Beach's popularity means it can get a bit crowded on the weekends (despite a lack of upscale resorts or restaurants).  One unusual highlight of the beach is several rusting battle tank hulks in the surf — a reminder that Culebra was once a bombing range for the U.S. military.

Casa Bacardi and other rum tours Casa Bacardi and other rum tours

U.S. News Insider Tip:  The piña colada cocktail was born in 1954 at San Juan's Caribe Hilton . Visitors to the hotel's Caribar can order the original recipe drink as well as more modern takes on this classic poolside refresher. – Robert Curley

A visit to Puerto Rico wouldn't be complete without tasting one of its best-known beverages: rum. The spirit, derived from sugar cane, is one of Puerto Rico's top exports and the island is often referred to as the "rum capital of the world." There are many kinds of rum from traditional white rum to dark rum as well as several producers, including Bacardí , Don Q , Ron de Barrelito , and PitoRico , a smaller brand.

Cabo Rojo Cabo Rojo free

Nicknamed for a notorious Puerto Rican pirate, this town on the southwest coast of Puerto Rico is known for the unspoiled and protected beaches of the Cabo Rojo National Wildlife Refuge and the 5,000-acre Boquerón State Forest, both of which have hiking trails as well as beautiful shorelines. Combate Beach in Boquerón is a particular favorite for sunsets and jumping off the pier.

The picturesque Los Morrilos Lighthouse (located in the Cabo Rojo National Wildlife Refuge) was built by the Spanish in 1882, is still operational. The lighthouse can be seen from the crescent of La Playuela beach, one of the best on the island, and visitors say the short hike to the lighthouse is more than compensated by the great clifftop views.

Sun Bay (Vieques) Sun Bay (Vieques) free

Mosquito Bay is popular in the evenings, but the island of Vieques' daytime beachcombers like the chalky sands and serene vantage point of southwestern Sun Bay. It's also the only beach on Vieques with public facilities: The approximately 2-mile beach has lifeguards, showers, bathrooms and a small area to purchase food. Plus, the town of Esperanza (and its restaurants and bars) is just a short walk away.

While San Juan's beaches have a distinctly urban vibe, travelers appreciate Sun Bay's comparative seclusion. Reviewers said there's plenty of room to spread out along the beach and it is relatively uncrowded, save for a herd of wild horses. The on-site amenities were also a bonus. In addition, beachgoers say Sun Bay a great family beach; the waves are calm, too. If you're an avid snorkeler, however, you may want to skip these waters as there's not much marine life to see here.

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Cueva del Indio Cueva del Indio free

Aricebo is best known for its incredible observatory , but the north coast town has an interesting attraction below the earth, too. The Cueva del Indio is a natural cavern used by indigenous Taino people who left behind a series of paintings on the cave walls. The artwork is estimated to have been made sometime between 1200 and 1500.

Located on the Caribbean coast, the cave entrance is surrounded by dramatic cliffs and arches (the Siete Arcos), one of which is said to resemble the face of an ancient Taino man. In addition to walking through the cave, visitors can explore the cliffs and beach. The caves have appeared as a location for several movies and TV shows, such as the miniseries "Treasure Island" (2012).

El Yunque National Forest El Yunque National Forest free

The El Yunque National Forest, or simply El Yunque, is the only tropical rainforest in the U.S. National Forest System. It's also a particular favorite for vacationers who like to hike, but even if nature really isn't your thing, travelers urge you to make the trip about 30 miles east of San Juan.

Remember to wear layers that can get wet (the highest elevations can receive up to 200 inches of rainfall annually) and pack a water-resistant camera to capture some of the area's splendor. In the evenings, Puerto Rico's tiny coquí tree frogs begin their unmistakable serenade.

Castillo San Cristóbal Castillo San Cristóbal

Spanning 27 acres, Castillo San Cristóbal was built to protect Old San Juan from land attacks. It doesn't receive as many visitors or as much adoration as its sister fortification, El Morro , but visitors are typically just as amazed by the majesty and significant history of the site. Allow several hours to visit both sites.

The forts' stellar shoreline views (not to mention the occasional iguana) draw travelers to the sprawling site. Though the fort tends to draw crowds (especially cruise ship passengers), recent visitors said that due to the sheer size of the complex touring San Cristóbal never feels cramped.

Calle del Cristo Calle del Cristo free

Shoppers should come to Old San Juan prepared to let go of a few dollars. The city's Calle del Cristo is a haven of restaurants, art galleries and boutiques. In addition to popular stores, those walking the street can discover local crafts and artisan shops.

If you're looking to skip shopping altogether, Calle del Cristo is still a worthwhile spot to get a feel for the beauty of Old San Juan. Past travelers routinely praised the churches and centuries-old colonial residences and commercial buildings that line the cobblestone streets.

Camuy River Cave Park Camuy River Cave Park

The Camuy River flows through the third largest cave system in the world — so extensive, in fact, that it underlies parts of three towns: Camuy, Hatillo, and Lares. Accessible via the main entrance in Camuy, the small fraction of the caves open to the public can be explored on guided walking tours offered by the Puerto Rico Department of Natural and Environmental Resources, which manages the nearly 300-acre Camuy River Cave Park. Highlights of the tour include the largest stalagmite in Puerto Rico, glimpses of the underground river (and maybe some bats), and a 450-foot deep sinkhole that allows light from the surface to penetrate the cave.

Daily visitors are limited at the cave, so make reservations in advance; day-of tickets are limited. A number of visitors complained about being turned away from the cave because tours were at full capacity. Also, while many praised the beauty of the caves, others noted that the experience requires a great deal of walking, including up some steep hills. Finally, note that the Camuy River Cave Park may be a bit more rugged than some other "show caves" you may have visited. That said, make sure you wear closed-toed shoes.

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Museo de Arte de Puerto Rico Museo de Arte de Puerto Rico

Located in the bustling Santurce neighborhood of San Juan, the Museo de Arte de Puerto Rico houses more than 1,000 works of art created by Puerto Ricans. The collection showcases pieces that date back to the 1600s and includes sculptures, photographs, paintings, drawings and more. The 24 exhibition galleries are housed across two wings. The west wing is a neoclassical building designed in the 1920s, while the east wing is a modern structure designed by Puerto Rican architects. The east wing also features a stained-glass piece by Eric Tabales called Taíno Sun Rising.

Visitors rave about the museum and say that its exhibits helped them better understand the island's history and culture, with an impressive collection despite its relatively compact size.

Condado Beach Condado Beach free

If you're staying in San Juan and want to stretch on the sands, you won't need to venture farther than Condado Beach. For many sun-lovers, that's just fine. Condado is framed by a string of high-rise hotels and resort complexes, plus it's ground zero for water sports and beach bars. Families, however, sometimes forego these sands for one of the government-run beaches, or balnearios — notably Playita del Condado — because Condado beach's tide is often too strong for young swimmers.

According to past travelers, you won't be disappointed with Condado, as long as you recognize it's not a remote strip of sand, but rather a beach that sits alongside a bustling city. But its proximity to so many hotels and resorts makes it all the more tourist-friendly.

Carolina Beach (Balneario de Carolina) Carolina Beach (Balneario de Carolina) free

Located near the Isla Verde resort district in the metro area, lengthy Carolina Beach is a popular public beach among both visitors and locals. Families especially love its white sand, warm water, the on-duty lifeguard and on-site paramedics. What they're not so thrilled with are the crowds. The beach tends to get busy during the weekends, but you can avoid crowds to some extent by visiting during the week.                                                         

There are plenty of vendors nearby selling food and renting water sports equipment. The beach has a volleyball court and a playground for children. It also has a team dedicated to helping wheelchair users, though this service is available Monday through Friday only and must be requested in advance . Another minor drawback is that Carolina Beach's proximity to the airport means you may hear a bit of loud noise from airplanes overhead.

Cayo Icacos Cayo Icacos free

The Reserva Natural Cayos de la Cordillera is a national park that protects the Cordillera Cays, a series of small, uninhabited islands off the east coast of Puerto Rico. Cayo Icacos, aka Icacos Island, is one of the most popular islands thanks to its location just a mile and a half off the mainland coast and its exceptional beaches.

Most visitors come to swim or snorkel for the day — overnight visits are prohibited — and the island's location close to Fajardo makes access easy. For a fee of about $60, water taxis take visitors from Fajardo's Las Croabas neighborhood on the short trip over to Cayo Icacos, making multiple round trips daily from early morning to late afternoon. The island is also a popular stop for charter catamarans doing snorkeling trips. The latter typically supply all you'll need for a fun day on Cayo Icacos, but if you go the water taxi route be sure to bring cash for payment as well as beach necessities (blankets, sunscreen, water and more) since there are no facilities on the island – and that includes restrooms.

Crash Boat Beach Crash Boat Beach free

Despite its name, you won't need to worry about sinking ships at this beach in Aguadilla. Snorkelers regularly trek to Crash Boat Beach for its clear waters and multitude of fish. The beach and its pier are also beloved by sunbathers, fishermen, volleyball players, scuba divers and daredevils who love to jump into the water from the pier. After a day in the sun, stop by one of the area's many food kiosks to refuel or take a short drive to one of Aguadilla's restaurants.

It's no wonder this western beach is one of Aguadilla's most popular spots for travelers of all ages. Repeat visitors said the beach is smaller after Hurricane Maria, but tourists loved the beach's turquoise waters and ample activities. The near-constant crowds don't seem to bother many travelers, but if you're looking for a quiet environment this may not be the beach for you.

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Luquillo Beach (Balneario la Monserrate) Luquillo Beach (Balneario la Monserrate) free

The resort beaches in Condado and Isla Verde are beautiful, but if you tire of the same old scenery, take a 30-mile drive east from San Juan along Route 3 to Luquillo Beach. Families flock to this beach for its reef-protected calm waves, and you'll also see a lot of day-trippers fresh from a jaunt in the nearby  El Yunque National Rainforest .

Luquillo Beach isn't usually crowded, but some visitors say cleanliness can be an issue, both on the beach and in the changing rooms and bathrooms. The natural beauty, however, cannot be denied.

San Germán San Germán free

Puerto Rico's second oldest city is a miniature Old San Juan in the sense that it has street after colorful street of historic colonial-era buildings dating back to the 16th century. Highlights of the historic district include the Porta Coeli, a convent and church dating to 1609 that's now a museum of religious art — one of many art and history museums in the city — and the Iglesia San Germán de Auxerre, consecrated in 1688. The Museo de Arte Religioso Porta Coeli is open Wednesday to Sunday from 8:30 a.m. to 4 p.m.

Because it's located in the mountains and not on the coast, San Germán sometimes gets overlooked by visitors seeking fun in Puerto Rico's Caribbean sun. But the city once rivaled San Juan in importance as the seat of government for the western half of the island. Visitors can experience local culture at the Fiestas Patronales de San German Auxerre, a July festival celebrating the city's patron saint.

Observatorio de Arecibo Observatorio de Arecibo

The Arecibo Observatory has a rich history. Scientists used the site's massive telescope to collect data about Earth's atmosphere, the solar system's planets, comets and more since its debut in the 1960s. Though Puerto Rico may seem like an odd place for this important device, it was the perfect location. Situated near the equator, the telescope was in the ideal spot not only to study the Earth's ionosphere (its original purpose) but also to study planets. In addition, Puerto Rico could accommodate the space needed for the telescope's reflecting mirror: The dish is 1,000 feet in diameter and 167 feet deep.

In 2020, cables holding the central platform broke and the platform collapsed into the dish, damaging the dish. In 2022, the National Science Foundation announced it plans to open a STEM research facility on-site but funding would not include rebuilding the telescope.

Museo Castado Serrallés Museo Castado Serrallés

Set on a hill overlooking Ponce's historic district, the former home of rum baron Don Juan Eugenio Serrallés houses a museum focusing on the sugar industry and rum production. Additionally, because the city of Ponce purchased the mansion with most of its furnishings, visitors get a glimpse of life in a Puerto Rican estate home in the 1930s.

Built in Spanish Moroccan style and listed on the National Register of Historic Places, the Serrallés mansion presides over a 2.5-acre property with formal gardens and an oblong pool. The museum complex also includes a Japanese garden and the Cruceta del Vigía, a 100-foot-tall hilltop crucifix with a horizontal sky bridge served by elevators offering scenic vistas of Ponce.

Piñones Piñones free

Afro-Caribbean culture and cuisine draw visitors to Piñones, a small community within the town of Loiza. Settled by formerly enslaved people from the African Yoruba tribe in the 16th century, Loiza is famous for its Festival of St. James, with parades featuring dancers wearing traditional vejigantes masks made from coconuts. But even if you can't make it in July, Piñones makes a great lunch stop on the way to El Yunque , Loquillo or Fajardo. Visitors come to sample frituras like green banana and taro root fritters, seafood pancakes called b acalaí tos and other local food at hundreds of food stands in the seaside community.

Piñones isn't just about food: it's a center for a cherished part of Puerto Rican culture called chinchorreo , gathering where friends and family meet for food, drink and dancing. Loiza lacks the big resorts that are typical elsewhere in this part of Puerto Rico, and it's no accident: locals are fiercely protective of their culture and low-key community life.

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Guavate Guavate free

U.S. News Insider Tip:  If you can't make it to Guavate but want Puerto Rico's famous roast pork, head to Naranjito or Trujillo Alto, respectively located southwest and southeast of San Juan. Both are less than 25 miles from San Juan. – Robert Curley

For a deep dive into Puerto Rican culture and cuisine, follow la Ruta de Lechón (the "Pork Highway") into the mountains to the barrio of Guavate (in Cayey), home to a string of l echoneras serving roast pork right off the spit with crispy skin and juicy meat. The communal feast is accompanied by live music; cold beer; sides of mofongo, rice and pigeon peas; and other traditional food.

Caguana Indigenous Ceremonial Park Caguana Indigenous Ceremonial Park

An admission fee of just $5 gains you entry to what has been described as the most important archeological site focusing on the Taíno people in the Caribbean. The Caguana Indigenous Ceremonial Park is located in the mountain town of Utuado and has a small museum, with visitors also welcome to walk around the excavated remains of stone monoliths, plazas, and ceremonial ball courts, and to view petroglyphs dating to as early as the 13th century. The park also features recreated bohios , thatched-roof homes typical of those built by the Taínos.

The Caguana ball courts, where the traditional game of batey was played, have been designated a National Historic Landmark. The game, played with a rubber ball, was similar to soccer in that all parts of the body other than the hands could be used. Games were also culturally significant in that the games helped Taínos resolve disputes and make important decisions.

Toroverde Adventure Park Toroverde Adventure Park

The town of Orocovis in Puerto Rico's central mountains is home to this high-energy adventure park, located about 40 miles inland from San Juan. Attractions include multiple zip lines, the roughly mile-long Beast (a zip line that attaches you to a harness so you can fly like Superman) and the Monster, a 1.5-mile zip line. High-altitude tours feature multiple zip lines plus crossing suspension bridges.

The park's ToroBikes operate on the longest cable bike system on earth, more than 1,000 feet long. It's just like it sounds: you pedal a bike across a cable suspended in the air. Other attractions include climbing walls and the ToroRoller, a cross between a zip line and a rollercoaster where visitors are suspended from an overhead track.

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What to Do in Puerto Rico (28 Activities, Attractions & Places You Cannot Miss)

As one of the largest islands in the Caribbean Sea, Puerto Rico has a lot to offer visitors. From sun-drenched beaches to remote tropical islands and diverse coral reefs, Puerto Rico can be a tropical dream for vacationers.

It’s a place for adventurers, water sports lovers, divers, and beach lovers and every day it’s possible to try new activities or to explore a new and ever more beautiful part of the island. There is truly no shortage of epic things to do in Puerto Rico. 

The island is home to some of the best-preserved forests in the Caribbean and the mountainous, rugged interior of Puerto Rico offers hikers and explorers an interesting escape from the beaches.

Culture lovers will find themselves at home in the cities, with the streets of old San Juan being colorful, historic and vibrant.

Anyone looking for good food or a party need look no further than Puerto Rico either, especially rum lovers, as the island is home to some of the world’s most favorite distilleries, including Bacardi.

There’s a lot of activities and attractions to experience on this Caribbean Island , so to help you plan your holiday, here’s our guide to the best things to do in Puerto Rico.

Don’t leave home without:   Lonely Planet Puerto Rico (Travel Guide)

Puerto Rico Highlights Map

Table of Contents

HOW TO USE THIS MAP:  Above you’ll find a map of our highlights in Puerto Rico. Click on the top left of the map to find separate layers marking the route and points of interest. You can hide and show different layers, or click icons on the map to see the names of places we mention in this travel guide. “Star” the map to save it to your own Google Maps, or open the map in a new window for a larger version.

28 Best Things to do in Puerto Rico

Puerto Rico is a large territory, and as such, there really is something for everyone here. There’s more than just the main island to explore, with several smaller islands within easy reach of Puerto Rico itself.

There are beaches, caves, and mountains to see, but don’t miss out on San Juan, the capital, as this is where the best cultural experiences and historical sights can be found.

1. Check Out San Juan

San Juan is the vibrant, colorful and at times chaotic capital and largest city of Puerto Rico. This is the territory’s transport hub, the seat of government and most populated and bustling area.

This is where you can really see Puerto Rican life, the good and bad, and it’s where you will start your holiday on the island.

Sail the calm waters of San Juan Bay at sunset during a 2-hour catamaran cocktail cruise . Watch the island coastline glide by as the sun sinks toward the horizon.

Sip a complimentary rum punch or sparkling wine with your family and friends and listen as your captain points out landmarks like El Morro Fort, the Governor’s Mansion and San Juan Gate. 

If you are looking to experience the historic side of Puerto Rico you must check out these tours:

• San Juan Done Right!
• Colonial Tour Old San Juan

2. Wander Around Old San Juan

San Juan is today comprised of many different districts, but the most interesting area for tourists, or at least for those looking to learn more about the history of the city and the people, is Old San Juan.

This is the oldest continually inhabited part of the island and is found separated from the rest of the city, on a small island off the coast.

It’s a wonderful, ramshackle place, full of museums and colonial architecture dating back to the early days of Spanish settlement.

Get a taste for the local flavor and culture of Puerto Rico on this small-group Old San Juan food tour featuring several local eateries.

Join your guide for a culinary exploration of island staples like plantains and sofrito, all with the colorful facades of the city’s oldest neighborhood as your backdrop.

If you are looking for a great walking tour, look no further than this Old San Juan Walking Tour . Explore the colorful buildings and charming streets of Old San Juan in a small group.

Your knowledgeable guide will help you discover the area’s key historic sites and gain new insight into Puerto Rican culture.

3. Go to El Morro

El Morro is the most important sights to visit within Old San Juan. It’s a vast, stone fortress, that dates far back to the very early 16th century.

It’s the most historically significant building in Puerto Rico and is recognized as a UNESCO World Heritage Site. If you will see just one of the historic attractions in Puerto Rico, make sure it’s El Morro.

Float past hundreds of years of history and picturesque scenery during a 2-hour sunset sailing excursion in Old San Juan Harbor.

As you sail, you’ll enjoy up-close views of Old San Juan sights like El Morro fortress, La Fortaleza, Paseo la Princesa and more, all set aglow by the fading late afternoon light.

If you are not into sailing and are looking for a tour with other activities and more catered to exploring by foot, check out the  Old San Juan Half-Day Sightseeing Tour .

Explore the atmospheric streets, amazing architecture and intriguing history of one of the best-preserved Spanish colonial cities in the world on this half-day Old San Juan tour.

Old San Juan is simply stunning from the air , this 3-hour heli tour will give you views of San Juan that normal tourists don’t get to see.

4. Explore El Yunque National Forest

Found in a large area of the island’s northeast, El Yunque is a beautiful area of the Caribbean rainforest. In fact, it’s the only area of the Caribbean rainforest protected by the US forest service.

There are many beautiful hiking trails, walks, waterfalls and scenery to explore and have fun activities within this exceptional area, and many people will visit Puerto Rico just to see this unique place for themselves.

Spend an adventurous half-day or full-day exploring Puerto’s most incredible natural wonders.

If you are interested in exploring in a small group setting instead of adventuring on your own, discover the natural wonders of El Yunque rainforest on this laid-back half-day exploration from San Juan.

Enjoy a walk to a beautiful waterfall, incredible views and see more than 240 species of plants and animals that call this sub-tropical habitat home. 

If you are looking to experience Puerto Rico’s great outdoors you must check out these tours:

• El Yunque Rainforest Half-Day Trip from San Juan
• El Yunque Rainforest Off the Beaten Path and Bio Bay Kayaking Combo Tour

5. Visit the Camuy River Cave Park

The Camuy River Cave Park showcases to visitors one of the world’s largest subterranean cave networks.

This vast underground cavern stretches far beneath the surface of the island, and it’s possible to visit on guided tours that delve deep into this unique environment.

Get an insider’s look at two of Puerto Rico’s most massive attractions, the Arecibo Observatory and Rio Camuy Caves Park, on this 9-hour day trip from San Juan .

Descend inside a million-year-old cavern (one of the three largest underground river systems in the world) on your Camuy cave tour.

Then prepare for an out-of-this-world visit to the world’s largest radio telescope at Arecibo, a giant concrete bowl wedged in the hills of Puerto Rico’s northern coast.

6. Take a Trip to Vieques Island

Located just a few miles off the eastern coast, Vieques is Puerto Rico’s second-largest island, although it’s still very much a small affair. It’s a spectacular place and the perfect destination for anyone looking for a quiet break.

Things here are much less developed, and the scenery and the beaches are raw and rustic. There are plenty of lonely stretches of white sand to explore as well as a large, protected wildlife area.

Take a Vieques Island day trip from Puerto Rico to ease the stress of figuring out your own itinerary.

This tour will take you to Fort Conde Marisol (the last fort built by the Spaniards in 1840), where you will learn about the history of Vieques and the impact of the Spanish/Americans on the island.

Then we will venture into the rainforest for a short stroll. After the beach, visit the dramatic Black Sand Beach to stroll along the shore & have close encounters with wild horses. 

Do you love beaches? If so you must check out these top tours:

• Deserted Island Catamaran Day Sail from Fajardo
• Full-Day Culebra and Flamenco Beach Snorkeling from San Juan

7. Marvel at Mosquito Bay at Night

Mosquito Bay is one of the untouched beaches on Vieques Island, but as well as being utterly spectacular, it’s also famous for the rare Bioluminescence that occurs here.

This strange and bright natural phenomenon is caused by organisms in the water. At night, you can see the entire waterfront can be lit up in a bright shade of blue. It’s a wonderful experience that’s found in a few other places around the world. This is truly one of the unique attractions you can see.

You can still enjoy activities here like paddling through the waters of the BioBay, a luminescent bay outside of Vieques, on a nighttime kayaking tour .

With provided kayaking equipment and instruction, simply follow a guide through the florescent waters and learn about this natural phenomenon.

These Bioluminescence tours are simply amazing and must be at the top of your must-do adventure list then visiting Puerto Rico.

• Night BioBay Kayak Tour from Vieques
• Private Bioluminescent Bay Boat Experience from San Juan (all-inclusive) ** Taking a trip like this will allow you to get some amazing photos. **

8. Sample Some Bacardi Rum

No trip to Puerto Rico can be complete without a trip to the local Bacardi Rum factory, which produces thousands of bottles of this internationally famous spirit for export around the world every day.

Raise a glass of the finest Puerto Rican rum during a 90-minute tasting session and distillery tour at San Juan’s world-famous Casa Bacardí.

Taste the diverse styles of rums in the Bacardí family as you sample a range of vintages, including reserve bottles not sold anywhere else.

You’ll also explore the rum-making process on a Bacardí distillery tour.

Interested in learning how to make some classic cocktails with rum? Enjoy a taste of the Caribbean with a 1.5-hour cocktail-making master-class at Casa Bacardí in Cataño, the Puerto Rican home of Bacardí rum. This one of the activities here that rum-lovers would definitely enjoy.

Sip a complimentary welcome cocktail, then learn to make classic cocktails like Cuba Libre, Mojito, and Daiquiri with a demonstration from an expert mixologist.

If your looking for more of a local experience you should check out these local farm tours:

• Eco-trolley Farm Experience and more!
• Coffee Plantation Tour from San Juan

9. Get Historical at the Museo de las Americas

Puerto Rico has a fascinating history, so rather than just visiting for the beaches or the islands, you should take the time to learn more at the excellent Museo de las Americas.

Located in an old colonial-era army barracks in the historic part of San Juan, the museum hopes to promote multiple aspects of Puerto Rican heritage, culture, and history that are often overlooked.

Museo de las Americas has permanent exhibitions on traditional, indigenous folklore, conquest and colonization, and African heritage and history in Puerto Rico.

Looking to experience the historical side of Puerto Rico, check out these top tours:

• Old San Juan Half-Day Sightseeing Tour
• Casa Bacardi and Old San Juan Tour

10. Learn About Local Traditions at El Cemi Museum

If you want to delve deeper into local culture and folklore, one of the best things to do in Puerto Rico is to visit El Cemi Museum. This unique museum is located in the mountainous town of Jayuya, right in the center of the island.

The museum’s focus is the Cemi, traditional indigenous artifacts said to hold Cemis – or spirits. You can discover more archeological finds in the museum as you learn about the often forgotten indigenous people of Puerto Rico.

• Caguas Cultural Day Trip from San Juan Including Botanical Garden and Lunch
• City Tour San Juan historic, modern, beach and street art sightseeing

11. Visit the Indian Carvings at Cueva del Indio

If you have an interest in pre-Hispanic history, one of the best things to do in Puerto Rico is to visit the ancient Indian rock carvings at Cueva del Indio.

Located along the coast of Arecibo, the cave artwork dates back centuries. It is thought to have been produced by the indigenous Taino people who populated the island before the arrival of Columbus in the 15th century.

Looking to experience the Indian carvings at Cueva del Indio, check out these top tours:

• North Coast of Puerto Rico from San Juan: Arecibo Observatory and Cueva del Indio
• Cueva Ventana and Indian Cave Combo Tour from San Juan

12. Enjoy the Views From La Cueva Ventana

Also found in the Arecibo area is La Cueva Ventana, one of Puerto Rico’s most popular tourist destinations.

The Cave Window is one of the best things to do in Puerto Rico; this large cave hewn into the rock face offers unparalleled views over the surrounding countryside.

There are 2-hour trips that allows you to just experience a slice of this amazing area or there are 6-hour trips that allow you to dive deep into this amazing area.

A short hike leads through the fields and up into the rocky hills, where you can enter this enormous cave. La Cueva Ventana is found inland, just off the highway leading from Arecibo.

13. Stargaze at the Arecibo Observatory

Also located within the mountainous inland areas of Arecibo is the fascinating Arecibo Observatory. For many years, this was the largest telescope in the world, although it has since been surpassed.

The observatory has worked on many notable astronomical projects, including the SETI project, which searches for signs of alien life!

It’s a stunning sight in itself, and you can learn more about the history of the telescope and its projects at the visitor’s center.

Get an insider’s look at the Arecibo Observatory and Rio Camuy Caves Park, on this 9-hour day trip from San Juan .

14. Sunset Sail in San Juan

One of the best things to do in Puerto Rico is to join a sunset sailing tour off the coast of San Juan .

Offering superb views over the Old Town of San Juan, as well as the iconic El Morro fortress, you can sit back as you watch the sunset over the Caribbean.

Enjoy a few drinks, some classic rum cocktails, and relax on the water after a long day of sightseeing.

15. Swim at El Charco Azul

One of the best things to do in Puerto Rico if you’re looking for a peaceful escape from the tourist crowds is to take a swim at EL Charco Azul.

This beautiful freshwater swimming hole is a verdant green and turquoise color, and you can jump in for a refreshing dip in the fresh water.

A short hiking trail leads through the forest, along the river, and opens up by this natural swimming hole in the jungle.

16. Party at Ponce Carnival

Puerto Ricans are well known for their love of a good fiesta, and every town and village across the island has its own unique celebrations throughout the year.

One of the best festivals – and one of the best things to do in Puerto Rico! – is held once a year in Ponce, in the south of the island.

Ponce Carnival celebrates the lead up to Ash Wednesday and the start of Lent. It’s a time to let loose and enjoy the festivities before the more somber religious period begins, in the build-up to Easter.

Expect music, street parties, parades, food, and plenty of drinks!

Before the party starts in Puerto Rico we suggest learning how to salsa dance by a local .

17. Visit Beautiful Flamenco Beach

No trip to Puerto Rico is ever complete without at least one day spent at the beach. One of the best beaches to visit is located on Culebra Island, just a short ferry ride away from the mainland .

Flamenco Beach is long, beautifully sandy, and drenched in sunshine for most of the year. The shallow water is protected by the bay, offering a perfect, calm area for swimming.

18. Explore Culebra National Wildlife Reserve

Flamenco Beach is found bordering the equally spectacular climes of the Culebra National Wildlife Reserve.

This protected area covers coastline, forest, and coral reefs, and it actually has the distinction of being one of the oldest wildlife refuges in the USA.

There are empty beaches to hike to, nesting sea turtles to discover, and miles of outdoor scenery and beautiful vistas waiting to be explored.

Looking to experience Culebra and Flamenco Beach, check out these tours:

• Culebra Island Kayak and Snorkel Morning Adventure
• Culebra Day Trip by Catamaran from Fajardo

19. Isolate at Isla Culebrita

If Culebra Island is too big or touristy for you, take a boat trip across to Isla Culebrita , which is just off the coast. Little Culebra is peaceful, quiet, and full of wildlife.

It’s uninhabited by humans, but you can take a day trip here to escape the rest of civilization for at least a few hours!

20. Visit the Coast at Fajardo

One of the best things to do in Puerto Rico is to spend some time along the coast at Fajardo. This is Puerto Rico’s original beach destination, where you can find laid back resorts, lovely coastline, and plenty of great activities.

Fajardo is a great hub for day trips to the surrounding islands. From here, you can organize tours or take the local ferries across to Culebra Island and the many other Caribbean gems off the coast of Puerto Rico.

Fajardo is simply stunning, check out these popular tours:

• Snorkeling Tour to Vieques Island
• Snorkeling tour to Culebra Island

21. Visit the Monkeys on Cayo Santiago

Off the eastern coast of Puerto Rico, you can find Cayo Santiago, a small island that is home to a large population of monkeys.

Otherwise known as Monkey Island, Cayo Santiago is completely ruled by the monkeys. Humans aren’t allowed to set foot on the island, only to cruise past in boats and watch the monkeys from afar.

It’s an important place for wildlife research, and a boat trip here will be an educational one.

Looking to experience Monkey Island (Cayo Santiago), check out these tours:

• Monkey Island Kayak EcoTour
• Private Snorkel Charter tour around Palominos, Icacos, Lobos Island

22. Visit Beautiful Cabo Rojo

You can enjoy the most beautiful coastal regions in Puerto Rico on the southwestern side of the island. Cabo Rojo isn’t as developed as the eastern coast, and it offers you the chance to really get back to nature.

There are several national parks and wildlife refuges, both on and offshore. Hike through the forest, lounge on the beaches, or snorkel the coral reefs.

The only way to experience Cabo Rojo is on these tours:

• Southwest Day Trip Puerto Rico
• West Side Experience Puerto Rico

23. Scuba Dive Shipwrecks in Rincon

Also on the western shore, you can visit the shipwrecks of Rincon, where snorkeling and scuba diving opportunities abound.

This was a treacherous area of the sea for Spanish galleons and shipping in centuries past, and many found themselves sinking on the coral reefs.

If you are looking to get into the water and go scuba diving in Puerto Rico you must check out these tours:

• Fajardo 2 tank dive (only for Certified Divers)
• No Certification Required Guided Scuba Diving Tour

24. Explore Mayaguez

Mayaguez is the hub for tourism along the west coast. Exploring this magnificent part of the island is one of the best things to do in Puerto Rico.

Mayaguez is home to some intriguing museums and art galleries. It’s an excellent base for getting out along the coast and into the nearby national parks.

25. Stroll Through Colonial San German

To see a different side of western Puerto Rico, take a trip to colonial San German. A visit to this charming provincial town is one of the best things to do in Puerto Rico if you’re interested in history.

This was the second town to be founded by the Spaniards after their arrival in the 15th century.

Much of San German – especially the central area – has been remarkably well preserved, with colorful colonial buildings and cobbled streets just begging to be explored.

• Old San Juan Murder Mystery Tour
• Architectural Treasures of Old San Juan

26. Hike in the Rio Abajo State Forest

If you’re looking for some excellent walking trails, one of the best things to do in Puerto Rico is to hike through the Rio Abaja State Forest. 

This forested area is found in the mountainous interior, offering rugged, challenging, yet rewarding hikes through unspoiled nature.

For the active travelers you need these tours:

• Hiking to a Hidden Waterfall Adventure
• Body Rafting, Caving and Hiking Adventure in Puerto Rico

27. Hike Guanica State Forest

Another great place for hiking in Puerto Rico is the Guanica State Forest. It’s located along the southern coast of the island. If you’re looking for a more off the beaten track state forest, hiking in Guanica is one of the best things to do in Puerto Rico.

• El Yunque Off the Beaten Path Hiking Tour
• JungleQui Zipline Park at El Yunque National Forest

28. Conquer Los Tres Picachos

If you’re looking for an outdoor challenge, one of the best things to do in Puerto Rico is to tackle Los Tres Pcachos, the highest peak on the island.

Rising to just over 1000 meters, there are superb views over the entire island from the summit. It’s a tough, sweaty hike, but the vistas are well worth the struggle to the top!

• LED Night Kayak – Condado Lagoon
• Luquillo Beach Horse Ride from Carabalí Rainforest Adventure Park

You might also like:

• The Perfect Puerto Rico Itinerary
• 15 Cool Things to Do in St Thomas USVI
• 7 Exotic Places to Travel Without a Passport
• Roatan Honduras: Everything to Know Before You Go
• 9 UNREAL Things to do in Caye Caulker, Belize
• 21 Bucket List Things to do in Antigua
• 40 Bucket List Things to do in Barbados
• 25 Bucket List Things to Do in Cuba

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Travel planning resources, about lina stock.

Lina is an award-winning photographer and writer that has been exploring the world since 2001. She has traveled to 100 countries on all 7 continents. Member: SATW, NATJA, ATTA, ITWA

1 thought on “What to Do in Puerto Rico (28 Activities, Attractions & Places You Cannot Miss)”

My friends and I are planning to go on a trip to Puerto Rico and try their infamous snorkeling trip service because this will be a great way to spend a nice and exciting vacation. Well, I’m glad that you also shared here the advantage of visiting the San Juan bay where I and my girls can enjoy a 2-hour catamaran cocktail cruise. You’re also right that it would be a great idea to have a glimpse of the early 16th century by visiting the El Morro.

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The Ultimate 7 Day Itinerary for Puerto Rico

Puerto Rico is truly the ideal island for travelers! Although Puerto Rico is a small island, just 100 by 35 miles, it is packed full of beautiful places to see and fun activities to do. The incredible beaches alone are more than enough reason to visit PR, but the island really has so much more to offer. One week in Puerto Rico is a great amount of time to be able to explore the island and stay in (at least!) two beautiful towns. Ready to plan your trip to PR? Keep reading for an epic Puerto Rico 7 day itinerary.

Puerto Rico 7 Day Itinerary

Days 1-3: san juan.

When visiting Puerto Rico, most travelers will fly into San Juan. This is the largest airport on the island serving the vast majority of flights. 

San Juan is also one of the most famous and popular areas of Puerto Rico, not surprisingly as it’s the capital. In San Juan you’ll find great bars and restaurants, beautiful beaches and the picturesque neighborhood of Old San Juan – the oldest part of the USA. 

When visiting San Juan there are a few options for neighborhoods to stay in, depending on what you value most as a traveler. The two most popular areas for tourists are definitely Old San Juan and Condado.

Old San Juan

Old San Juan is my favorite part of San Juan. This neighborhood is a tiny island separated from the rest of the city. Don’t worry, it’s still very easily accessible by car, foot, scooter, etc.

Old San Juan is a colorful neighborhood with Spanish colonial style buildings, cobblestone streets and tons of fun things to do and great places to eat!

The one downside to Old San Juan is that it’s not beachfront, although there are beaches nearby. All of the beaches in Puerto Rico are public , so you can go to any of the beaches in the nearby Condado area.

Hotels in Old San Juan

• 352 Guest House Hotel Boutique
• Palacio Provincial  – Adults Only
• Villa Herencia Hotel
• Hotel El Convento

If you’re looking for beachfront resorts and an overall “beach vacation vibe,” then Condado is the neighborhood for you. Its main street, Ashford Ave, is filled with hotels and restaurants and there’s plenty to do nearby.

From Condado, when the weather is nice, you can walk to Old San Juan in 45ish minutes. The walk is scenic and there are places to stop for breaks along the way. Otherwise, Ubers are inexpensive and the ride to Old San Juan is about 10 minutes. 

Hotels in Condado  

• La Concha Renaissance San Juan Resort
• Condado Vanderbilt Hotel
• Caribe Hilton  – at the very end of Old San Juan, 7 minute Uber to the downtown, walkable to Condado.

Day 1: Check into Your Hotel and Explore Old San Juan

Wander around old san juan.

After arriving in Puerto Rico, I recommend dropping your luggage off at your hotel and starting to explore Old San Juan. Just wandering around the colorful streets, sipping a coffee and taking in the views is the perfect start to any PR trip. 

Old San Juan is a small neighborhood, but there is a lot to do and see! Be sure to check out my post all about the best things to do in Old San Juan , but a few highlights not to miss on your first day include:

• Drinking a delicious Puerto Rican coffee 
• Touring El Morro Fort
• Having a Piña Colada at Barrachina

Grab Lunch at a Local Cafe

I love that Old San Juan has so many wonderful cafes that are perfect for breakfast and lunch. Many of these cafes serve up fresh, delicious food that pairs perfectly with a strong Puerto Rican coffee.

A few of my favorites include

• St. Germain Bistro & Cafe (especially great for vegetarians)
• Chocobar Cortes (chocolate focused menu)

Take a Walking Tour

Depending on what time you arrive in Puerto Rico, I definitely recommend taking a walking tour of Old San Juan to learn more about the neighborhood, its history and its culture. There are both daytime and sunset tours.

Even if you’ve already walked around Old San Juan on your own, a guided tour is a really interesting way to learn more about the city’s history and culture.

Walking Tours of Old San Juan

• El Morro Fort Entry Ticket & Old Town Walking Tour
• Old San Juan Walking Tour (without El Morro)
• Old Town Sunset Walking Tour

Some tours include entrance and a guided tour of the famous El Morro fort . If your tour doesn’t include entrance, I highly recommend taking the time to visit on your own. 

El Morro fort is one of the most famous and historical buildings in Puerto Rico. This fort was built over 500 years ago by the Spanish and was later used by the US during WWII. Now, visitors can tour the inside of the fort, which is designated as a National Historic Site. This means you can enter for free if you’re a National Parks Pass holder!

Have a Traditional Puerto Rican Dinner

While in Puerto Rico there are a few dishes you definitely need to try! One of the most famous is mofongo (the unofficial dish of Puerto Rico) but you’ll also want to try mallorcas (fried, sweet bread), alcapurrias (deep fried meat fritters), bacalaítos (fried cod fritters) and empanadillas (fried turnovers with a variety of fillings) – just to name a few. 

Perhaps most importantly, don’t miss out on the passion fruit juice (jugo de parcha) – it’s one of my favorites. Passion fruit mojitos are also a great option, if you’d prefer a cocktail.

While there are many restaurants that serve great Puerto Rican food in Old San Juan, a few of my top picks include:

• Café el Punto
• El Jibarito (no vegetarian options besides side dishes)
• Barrachina (touristy, but famous for their Piña Coladas)

Enjoy a Drink at the Top Rated Bar in the Caribbean

Old San Juan is home to the #1 bar in the Caribbean, La Factoría . This fun bar features six different bars, all connected by hidden (and sometimes not so hidden) passageways. 

Each of the six bars has a different vibe, but they’re all fun. You’ll find a low-key cocktail style bar, one all about dancing, and so on. There’s really something for everyone and it’s definitely worth a visit. 

Keep in mind that if you want to visit all six bars, plan to go to La Factoría after 11pm. Before that, some of the rooms may be closed. 

Day 2: Go on an Adventure to El Yunque Tropical Rainforest

Start your day with a coffee and pastry .

To start your first full day in San Juan, grab a Puerto Rican coffee and quesito pastry (cream cheese pastry) and get ready to go to the tropical forest!

If you’re staying in Old San Juan I recommend:

• Cafe Cuatro Sombras
• Bien Papayas  

In Condado I recommend: 

• Barista Squared 
• Chocobar Cortes

Tour El Yunque Tropical Rainforest

El Yunque tropical forest, located about one hour from San Juan, is the only tropical forest in the US! Every year this tropical forest gets over 100 billion gallons of rain. It’s a fantastic place for nature lovers as well as anyone who enjoys a good hike or swim in a rocky river. 

While you can drive to El Yunque on your own, I highly recommend going on a guided tour. This way, you’ll have an expert guide to teach you about the abundant plant and wildlife, as well as to take you on the best hikes and to the best swimming spots. 

Tours to El Yunque

• El Yunque National Rainforest: Nature Walk and Beach Trip (combo trip to Luquillo Beach)
• Day Trip to El Yunque Tropical Rainforest from San Juan

El Yunque is also home to amazing natural rock water slides that are a ton of fun to visit. Often these tours don’t officially go into El Yunque, but instead are in rivers right on the forest’s outskirts. 

Natural Waterslide Tours

• El Yunque Rainforest and Waterslides Day Trip
• El Yunque Rainforest & Natural Waterslide

Enjoy a Delicious Dinner 

For dinner, I recommend heading back to Old San Juan to check out another great restaurant.

If you’re in the mood for Italian, Bacaro is really dealicious. This restaurant is very small, though, so make a reservation in advance. 

If you like tapas and Flamenco dancing, make a reservation at Triana Tapas & Flamenco . They have an excellent tapas and flamenco show, but be sure to contact them first as it’s not offered every day of the week.

For foodies who are looking for a fine dining experience, Marmalade is very highly regarded. They only offer tasting menus and it’s definitely a pricier restaurant, but I’ve only ever heard wonderful things about the food and experience.

Grab a Paleta for Dessert

Puerto Rico has some of the best popsicles I’ve ever had. My favorite popsicle shop (and also the most famous) is Señor Paleta . This little popsicle shop serves up a plethora of delicious flavors of paletas, both fruit flavors with a water base or ice-cream like flavors with a milk base. 

Eating paletas at Señor Paleta is something I always look forward to when visiting Old San Juan and Condado. 

Optional: Have a Night Out at La Placita

La Placita de Santurce, less than 15 minutes by car from Old San Juan, is such a fun place to go for a night out. 

In the evening, this area comes alive with tons of bars, restaurants and dancing in the streets. In total, La Placita is about 3 blocks by 2 blocks, and there is no shortage of bars and great music. 

I will preface my recommendation for La Placita by saying that it may be more enjoyable for young travelers. These aren’t fancy bars, but instead are more indoor/outdoor style bars with lots of drinking and loud music in the streets. I wouldn’t recommend this area for families or for travelers who prefer a low-key cocktail bar. 

You’ll find people of all ages at La Placita though, so if it sounds like fun to you, I highly recommend checking it out.

Enjoy the Low-key bars in Old San Juan

If you’d prefer a more low-key bar experience, there’s some great options in Old San Juan. This neighborhood is so pretty at night and enjoying a cocktail on a balcony is the perfect way to end an evening. 

Cocktail bars in Old San Juan

• The Mezzanine
• Antiguo 26 
• Bar Catedral Rooftop (at the Decanter Hotel) 
• Casa de Montecristo Puerto Rico (cigar bar)

Day 3: Enjoy a Relaxing Beach Day

At this point you must be thinking, “hey, where are the beaches? This is Puerto Rico after all!” Today, for your last day in San Juan, a beach day is a great option! While those staying in beachfront properties in Condado will likely already have had a little time at the beach, now’s a great time to enjoy it more fully. 

If you’re staying in Old San Juan, the closest swimmable beach to you will be Balneario del Escambron . This is about a 30 minute walk from downtown Old San Juan, or any easy Uber. This beach has vendors, bathrooms and a park area as well! You can also bring a picnic and spend the whole day. You can also check out the beaches in Condado, both Condado Beach and Playita del Condado , make for great places to spend the day. 

Have Lunch in Condado

After spending the morning at the beach, head to Ashford Ave, the main street in Condado, for lunch. 

• A good brunch spot. 
• Another solid breakfast and brunch spot. 
• Great Italian food! 
• An affordable, diner mixed with fast food style option. 

Go on an Evening Sunset Adventure

For your last day in San Juan, enjoy a beautiful sunset either from the beach or on the water. From the Condado area, Playa del Escambrón and Playa del Capitolio are pretty places to watch the sunset. 

From Old San Juan, La Verguenza bar offers nice sunset views, decent food and good drinks.  

If you’d like to see the sunset from the water, consider taking a sunset cruise: 

• San Juan Catamaran Sunset Sail with Drinks
• Sunset Sail by San Juan Historical Bay

Have Dinner at the Distrito T-Mobile

Distrito T-Mobile is an entertainment center filled with bars, restaurants, art and more. It’s such a fun place to spend the evening! 

A couple of the best restaurants at Distrito T-Mobile include: 

• Barullo Taberna Española for Spanish tapas 
• Sazón Cocina Criolla for Puerto Rican and Caribbean food 

After dinner, you can spend some time checking out the bars or walking around the rest of Distrito T-Mobile before taking a quick Uber back to your hotel. 

Days 4-7: Rincón and the West Coast

The second part of your trip will be spent on the West coast of Puerto Rico, an area known for its beautiful beaches. I recommend basing yourself in the town of Rincón, located about 2.5 hours from San Juan. Rincón is one of the larger towns on the West Coast with nice beaches, hotels and restaurants.

You will need a car for this portion of your trip in order to explore the towns and attractions along the West Coast. The town of Rincón is walkable, but there is so much to see in the area that you’ll definitely want to make sure you have a car to explore. 

The airport is only 15 minutes from Old San Juan (or 10 from Condado), so it’s easy to head to the airport in the morning, grab your rental car, and drive to Rincón. 

Day 4: Drive to Rincón

Rincón is a popular town known for its beaches, surfing and sunsets. The town certainly has a “surfer” vibe to it, which is evident in the downtown area filled with its low-key bars, coffee shops and restaurants. 

The main downtown area is a great place to stay, as you’ll be walking distance to great eateries, bars and even a beach. 

Hotels in Rincón

• Rincón Plaza Hotel (downtown area)
• Casa Verde Hotel (near Sandy Beach)
• Casa Isleña (beachfront, outside of the main town)
• Rincon of the Seas Grand Caribbean Hotel (beachfront) 
• Lazy Parrot Inn & Mini Resort (family owned and operated)

Enjoy Lunch at One of the Many Cafes

After checking into your hotel, wander around the main plaza area in downtown Rincón before lunch. There are a few great cafes where you can grab something to eat before heading to the beach. 

Brunch/Lunch in Rincón

Head to the Beach

If you’d like to visit a nearby beach that’s walkable, check out Playa Doña Lala Beach in downtown Rincón. There are shops and restaurants nearby, making this a convenient place to spend the afternoon. 

If you don’t mind driving, check out Sandy Beach . Sandy Beach is a popular beach for both swimming and surfing and although there are no amenities (bathroom, restaurants, etc.), it’s a great place to spend the afternoon.

Have a Sunset Dinner

Enjoy your first evening in Rincón with a sunset dinner! Tamboo restaurant is a well regarded option that has great views of Sandy Beach!

If it’s raining, or you’d prefer a downtown option, check out: 

• Taquería Vatos Locos
• La Sirena Sushi

Day 5: Surfing and a Day Trip

Grab coffee and breakfast.

Rincón has a bunch of great coffee shops, so if you’re a coffee lover, be sure to check out a few during your trip. 

• La Cafetera (food truck style, coffee + breakfast)
• Smoothies and açai bowls near the beach 
• Friends Coffee Rincon Surftown
• Isla Made Local Goods & Cafe

Take a Surfing Lesson

If you like to surf, or have always wanted to try, Rincón is a great place for you! While it is possible to rent (or bring) your own surfboards and head out to a beach, I recommend taking a lesson with a local instructor. That way you know you’re in the location with the best conditions and you can have someone to help navigate the waves. 

The waves and water conditions can be pretty rough, so having an expert there to guide you is a good idea. 

Surfing lessons in Rincón

• Beginner Surf Lesson
• Rincon Surf School

OPTIONAL: Take a Trip to Aguadilla

If you decide you’ve spent enough time in Rincón and are ready to see somewhere new, just 30 minutes by car from Rincón, back towards San Juan, you’ll find the town of Aguadilla. 

In Aguadilla, like in Rincón, you’ll find great beaches! 

Crashboat Beach is the most well known in the area and it’s a great place for swimming, relaxing and water sports. At this beach you’ll find food vendors, a restaurant and water equipment and umbrellas for rent. 

This beach is very popular, so be prepared for a busy parking lot. 

If you’re looking for something more low-key, consider checking out Surfer’s Beach . This beach, as the name suggests, is popular with surfers. Although this beach isn’t recommended for swimming, it’s still a nice spot to relax for a couple hours. 

From Surfer’s Beach, you can also take the 30 minute hiking trail to Survival Beach (bring closed toed shoes). While you can swim at this beach, be very careful as the waves and currents can be extremely strong. 

Check out the Casas de Colores (colorful houses) behind El Parterre Square

In the main town of Aguadilla (behind El Parterre Park), you’ll find a collection of beautifully painted houses on a hill. These houses are part of a project with Proyecto Pintalo to revitalize the town, showcase talented local artists and help bring tourism to the area. 

The houses are bright and beautiful and they are a great spot for taking photos. Just be aware that these are people’s homes , and while the area does function as a sort of outdoor museum, you’ll still be taking photos of local residences. 

Watch the Sunset from Punta Higuera Lighthouse Park

Back in Rincón, Punta Higuera Lighthouse Park is a beautiful place to watch the sunset. Overlooking Domes Beach (a great surf spot), this lighthouse park and bar area offers beautiful sunset views. 

Grab a drink and enjoy the evening!

Enjoy Dinner in Rincón

After watching the sunset, head back into Rincón for dinner. 

A few options in downtown include: 

• They don’t have a website, but their address is Calle Cambija, Rincón 00677.
• Make a reservation.
• Outside of the main downtown area, this BBQ restaurant is famous in the area!
• Rincón Beer (a microbrewery with local beer and bar food)

Day 6: Head to La Parguera

After some coffee and breakfast at any of the great spots around Rincón, hop in the car for the hour long drive to La Parguera. 

If you don’t want to move hotels again, and would rather just take a day trip to La Parguera, that’s an option, too. On this itinerary I include a nighttime bioluminescent bay tour (which is definitely a must do), so you’d be driving back to Rincón at night. 

This isn’t a problem in any way, I’d personally just prefer to spend the night, especially because there’s some great hotels in the little town of La Parguera. 

La Parguera is definitely a vacation town for locals. This small town has great water activities like chili boating and snorkeling and boat tours. Like I mentioned, it’s most famous for its bioluminescent bay. 

Although Puerto Rico has three of these bays, the one in La Parguera is the only one you can swim in. 

Go on a Chili Boat Adventure

Chili Boating , basically a huge bicycle on the water, is such a fun and unique activity to do in La Parguera. On this tour you’ll ride your chili boat along the coast, seeing colorful homes and numerous mangrove islands called cays. 

You’ll chili boat out to one of these mangroves where the water is shallow and you can swim. 

I was surprised how sturdy the chiliboats are. I’m not a strong swimmer and was worried I’d fall off, but I felt totally stable and safe the whole time.

Have Lunch in La Parguera

There aren’t a ton of restaurants in La Parguera, because of the town’s small size. But the few options that are available are pretty good. 

For lunch, I recommend checking out Isla Cueva right downtown. This casual restaurant has burgers, tacos and great vegetarian options. All of the food tastes very fresh.

Check Into Your Hotel

For being such a small town, La Parguera has some good hotel options!

My top recommendation is the newly remodeled La Parguera Plaza Hotel . This adults-only hotel has a beautiful pool area, boho style rooms and an onsite restaurant. It’s a very relaxing spot to spend time. 

Other great hotel options in La Parguera include: 

• Incredible ocean views and grounds, pool, comfortable, no-frills rooms.
• 1km away from the town’s main square, but easily walkable. 
• Turtle Bay Inn

Go Snorkeling in the Bioluminescent Bay

Before visiting La Parguera, I didn’t know much about bioluminescent bays, but they’re really interesting! Essentially, a specific type of microscopic organism ( dinoflagellate plankton) live in certain bays. When they’re agitated, like when you move the water quickly, they start to glow a blue-green color. 

Sometimes, they’re strong enough to see from the boat, but other times you’ll need to get in the water and move them around yourself. I definitely recommend swimming in the bay, as it’s a rare and unique experience, and the glowing is so cool to see up close and under the water. 

I had so much fun on my bioluminescent bay tour ; we watched the sunset from the boat, had some drinks and swam in the glowing bay.

One Last Dinner in Puerto Rico

After your amazing bioluminescent bay tour, it’s time for one last dinner in Puerto Rico! 

If you’re in the mood for a casual seafood spot, check out El Turrumote , a few minutes outside of the main downtown area. 

Right downtown, you’ll find Brujula (at the Parguera Plaza Hotel) and Moons Bar and Tapas which are both solid options.

Enjoy Live Music

If you happen to be in La Parguera on a weekend, Friday – Sunday, there is often live music in the main plaza. Here you’ll find people dancing, hanging out and enjoying some drinks.

Day 7: The Last Morning in PR

Have a relaxing morning by the pool.

For your last morning in Puerto Rico, a coffee by the pool before heading to the airport is a great way to say goodbye to the island. 

There is only one place in La Parguera to get coffee and breakfast in the morning that’s not at a hotel, M&M Bakery and Deli . You can either check it out (the food is pretty good), or see what your hotel has to offer. La Parguera Plaza Hotel has its own coffee shop, but in my experience, the hours are a little sporadic.

Head to the Airport

From La Parguera, the drive back to the airport in San Juan is about 2.5 hours. Make sure you give yourself enough time to drop off your car and get to the airport. 

Tip: If you’re flying back to NYC (and sometimes to Florida), check out the airport in Aguadilla as it offers direct flights to these locations. Aguadilla is about an hour drive from La Parguera, so it’s an easy place to fly home from.

Stop in Ponce

If your flight home leaves in the late afternoon, you can add a quick stop in Ponce to your itinerary. Ponce is on the way to the airport and this little city is just as charming as Old San Juan. 

Ponce is known for its museums and there are several worth checking out!

Museums in Ponce:

• A 1930s, Spanish Revival mansion with breathtaking views.)
• You can also take a Don Q rum tour .
• This is the largest art museum in the Caribbean and has Latin American, Puerto Rican and European art. 
• Note: this museum was badly damaged during the most recent hurricanes and not all exhibits are currently open. I recommend reaching out directly to the museum to see what exhibits are currently open for visitors. 
• This museum doesn’t have a website, but is open on weekdays from 9am-4pm.
• This museum doesn’t have a website, but is open Wednesday-Sunday from 8:30am-3:30pm.

Grab Coffee/Lunch in Ponce

Ponce has some great cafes that make for an awesome spot to grab a quick snack or lunch. 

Cafes in Ponce:

• Gallo Espresso  
• La Nueva Pastelería

Fly Back Home, See You Later PR!

After spending a couple hours in Ponce, it’s time to drive the remaining hour and a half to the San Juan airport. Hopefully you had a great time in Puerto Rico and are already thinking about booking a trip back to the beautiful island.

More posts for planning a trip to Puerto Rico:

• Planning an Epic Trip to Puerto Rico: Step-by-Step Guide
• The 16 Best Things To Do in Old San Juan, Puerto Rico
• Epic 48 Hours in Old San Juan: The Best Things to Do and See
• The Ultimate 7 Day Road Trip Around Puerto Rico

Q&A: Puerto Rico 7 Day Itinerary

• A week in Puerto Rico is enough to see San Juan and part of the West Coast of the island. It’s definitely a great amount of time for a first trip to get to know the island, enjoy the beaches and eat amazing food. However, in one week, you cannot explore the entire island of PR.
• The winter season, December – March, is considered the best time to visit Puerto Rico as the weather is the most mild and dry. I’ve visited in every season and the winter months are definitely my favorite. Just be prepared for hotels and flights to be more expensive.
• Hurricane season in Puerto Rico is June-November. This doesn’t mean that if you visit during these months there will definitely be bad weather, but rain and storms are more likely. The plus side to visiting Puerto Rico this time of year is, generally, flights and hotels are less expensive.
• US citizens do not need a passport to visit Puerto Rico. If you are from another country, you will need a passport.

So there you have it! I hope you found this Puerto Rico 7 day itinerary helpful as you plan your trip to the incredible island. If you have any questions about this Puerto Rico itinerary, please let me know in the comments or DM us on Instagram, @twosistersabroad .

We also appreciate you sharing this post with someone you know who’s traveling to PR and on social media.

This Puerto Rico 7 day itinerary includes affiliate links at no cost to you! Read our disclosure  here .

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• About Public Relations

The formal practice of what is now commonly referred to as “public relations” dates to the early 20th century. Since that time, public relations has been defined in myriad ways, the definition often evolving alongside public relations’ changing roles and advances in technology.

The earliest definitions emphasized press agentry and publicity, while more modern definitions incorporate the concepts of “engagement” and “relationship building.” In 1982, PRSA adopted the following definition: “Public relations helps an organization and its publics adapt mutually to each other.”

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” PRSA

At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization. Public relations also encompasses the following:

• Anticipating, analyzing and interpreting public opinion, attitudes and issues that might have an impact, for good or ill, on the operations and plans of the organization.
• Counseling management at all levels in the organization with regard to policy decisions, courses of action and communications — including crisis communications — taking into account their public ramifications and the organization’s social or citizenship responsibilities.
• Protecting the reputation of an organization.
• Researching, conducting and evaluating, on a continuing basis, programs of action and communications to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fundraising; employee, community or government relations; and other programs.
• Planning and implementing the organization’s efforts to influence or change public policy.
• Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above.
• Overseeing the creation of content to drive customer engagement and generate leads.

Below are some of the disciplines/functions within PR:

• Corporate Communications
• Crisis Communications
• Executive Communications
• Internal Communications
• Investor Relations Communications
• Marketing Communications
• Integrated Marketing/Integrated Marketing Communications
• Media Relations
• Content Creation
• Social Media
• Reputation Management
• Speechwriting
• Brand Journalism
• National Leadership
• PRSA Foundation
• Diversity, Equity & Inclusion
• Glossary of Terms

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• Puerto Rico

20 Best Places to Visit in Puerto Rico — From Uninhabited Islands to Bioluminescent Bays

With incredible beaches and historic cities, Puerto Rico is a must-visit island destination.

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Everyone from  reggaetoneros  hunting out Bad Bunny's favorite party places to starry-eyed honeymooners drawn by posh beach resorts can agree: Puerto Rico easily lives up to its name as the  Isla del Encanto , the Island of Enchantment. A slew of new  flights to the island offered by Delta  and other major carriers are kicking off this winter, making it easier than ever to enjoy a trip to this tropical paradise —  no passport needed .

Part of the joy of a visit to Puerto Rico comes from scouting out its hidden beaches, visiting tiny, white-sand islets, and hiking to the jungle waterfalls that other travelers missed. With the help of locals and insiders from PADI, Condado Vanderbilt Hotel, and Dorado Beach, a Ritz-Carlton Reserve, we've assembled a list of the best places to visit in Puerto Rico, from the best surf spots to winding cave systems and the best places to chow down on  local dishes like  alcapurrias  and  mofongo . 

Related:  Travel + Leisure 's Guide to Visiting Puerto Rico

Old San Juan

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The historic heart of Puerto Rico's capital, Old San Juan is vibrant beyond its colorful colonial architecture or its iconic "Umbrella Street," Calle de la Fortaleza. Stroll down cobblestone streets lined with centuries-old mansions before arriving at Castillo San Felipe del Morro, a Spanish fortress crowning the western tip of the historic neighborhood and offering spectacular ocean views. End a day of exploring with local bites at one of the neighborhood's countless rooftop restaurants or with a drink at  La Factoría , named the best bar in the Caribbean in 2023.

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The oceanfront Condado neighborhood is the place to be in San Juan, with upscale apartments, the city's best restaurants, and plenty of fantastic shopping. Visit La Placita de Santurce, a favorite destination with locals and visitors alike, for frequent cultural events, street parties, and  Puerto Rican bites  at local spots like La Alcapurria Quemá.

Condado is also home to some of our readers' favorite resorts in Puerto Rico . Among them shines the Condado Collection of hotels and resorts, including  La Concha Resort ,   Condado Vanderbilt Hotel , and  Condado Ocean Club , nestled along some of the most beautiful beachfront in San Juan.

Dorado Beach

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Those looking to enjoy a retreat from energetic San Juan without traveling far will love the palm-fringed, pristine beaches of swanky Dorado Beach. Stay at  Dorado Beach, a Ritz-Carlton Reserve , perhaps Puerto Rico's most exclusive resort. Known for its championship golf courses and the sanctuary-esque Spa Botánico with treehouse treatment rooms, it offers the bespoke luxury experience you'd expect from a Ritz-Carlton Reserve property.

El Yunque National Forest

The only tropical rainforest within the U.S. National Forest System,  El Yunque National Fo rest  is one of the island's natural gems, crisscrossed by hiking trails and home to endless rivers and hidden waterfalls. While El Yunque makes for a popular day trip from San Juan, there's much more to explore than a day trip allows, including  natural swimming holes  like Charco El Hippie and the over 1,500-foot-tall Yokahú Observation Tower with its panoramic canopy vistas. Finish your visit with a stop for farm-to-table Puerto Rican cuisine at nearby  Bacoa Finca + Fogón . 

Related:  T+L's Guide to the Underrated Region of Eastern Puerto Rico

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There are no stoplights on the island of Vieques, just untouched beaches and dreamy boutique accommodations on the largest island off the coast of the Puerto Rican mainland. The most popular attraction on Vieques is the bioluminescent Mosquito Bay, which glows blue at night as visitors kayak through its waters filled with phosphorescent plankton. Enjoy a day trip to the island or spend a few nights at  Finca Victoria  in one of 14 unique cabins, treehouses, or guesthouses amidst the lush vegetation of the island's interior.

La Parguera

Discover Puerto Rico

Travelers who can't make it to Vieques to experience Puerto Rico's most famous bioluminescent bay should head to  La Parguera . Located on the island's southwestern coast, La Parguera is home to the only bioluminescent bay in Puerto Rico where visitors can swim through the glimmering waters, so make sure to bring your suit. Drive in for the experience, or spend a night in one of the small guesthouses in town and spend the day visiting nearby keys for snorkeling and paddleboarding among the mangroves.

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Located off the eastern shore of the main island of Puerto Rico, the laid-back island of Culebra is tiny but packs a serious travel punch. Home to less than 2,000 permanent residents, it earned a spot on our list of our  readers' favorite islands in the Caribbean in 2023 . Culebra's famed Flamenco Beach often appears atop lists of the world's most beautiful beaches. The abandoned, graffiti-covered U.S. Navy tank at one end of the shore is simultaneously an Instagram icon and a dark monument to the island's past use for naval gunning and bombing exercises.

From Culebra, jump on a 15-minute water taxi ride to the even more remote islet of Culebrita. Impressive beaches with impossibly clear water are the main draw to this speck of an island. Tortuga Beach, named for the numerous sea turtles that nest here year after year, is considered one of the  best beaches in Puerto Rico .

Cayo Icacos

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Yet another of the white-sand keys located off the island's eastern coast,  Cayo Icacos  is an increasingly popular day trip destination in Puerto Rico that beach lovers won't want to miss. Take an excursion from Fajardo to Cayo Icacos by booking a catamaran trip to enjoy the untouched beaches and shallow waters of this uninhabited island for the day.

Río Camuy Caves

Escape the heat of the Caribbean sun at Río Camuy Cave Park  in northwestern Puerto Rico. These limestone caverns have been carved out over centuries by the immense underground river, Río Camuy. While geologists have identified at least 220 caves and 17 miles of natural tunnels, much of the area remains unexplored. Reservations are required, so make sure to book in advance with a registered tour company.

Palomino Island

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"Forget the Maldives, I'll stay in Palomino," muses Bad Bunny in his hit song, "El Apagón." There are no overwater bungalows here, but the white sands and clear seas at Palomino Island certainly warrant a comparison to a Maldivian atoll. The 100-acre, uninhabited island off the eastern coast of the Puerto Rican mainland is for the exclusive use of guests of the  El Conquistador Resort , located just a short ferry ride away.

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On the island's western shores, the town of Rincón reigns supreme as one of the best destinations for surfing in the Caribbean. Numerous beaches offer waves for surfers of all levels, though Domes Beach is where you'll find the massive swells that host an international surfing competition every year. October through February is the  best time to visit Puerto Rico  if you're scouting out waves, but Rincón has plenty to offer year-round, even for those who prefer to stay on the shore.

Desecheo Island

Puerto Rico is home to an impressive array of diving destinations, but few are as famous as the uninhabited Desecheo Island, located just off the island's western coast. With an intricate cave system offering memorable swim-throughs and a dive site so colorful it's known as “Candy Land,” visitors will have plenty to see while enjoying what  PADI  considers some of the best underwater visibility in all of Puerto Rico.

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Surfers and travelers scouting out the best beaches on the island will love Aguadilla, located on the island's western coast. Aguadilla's Crash Boat Beach is one of the most famous beaches on the island, with an intoxicating mix of white sand, water sports, and a party atmosphere fed all day by beach bars and food trucks serving up tropical cocktails and local fare. While the beach offers great visibility for snorkeling, take care when getting in the water; towards the north of the beach is Gas Chambers, one of Puerto Rico's most famous surfing breaks.

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Many travelers skip over Mayagüez, the largest city on Puerto Rico's western coast, and head directly for the area's smaller beach towns. However, Mayagüez can be a convenient base for exploring the best of the western side of the island; its charming historic center and booming culinary scene certainly don't hurt. Mayagüez is also known as the "City of Pure Waters" for its proximity to some of Puerto Rico's best diving destinations, including Desecheo Island and Mona Island.

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Isabela is Puerto Rico's ultimate laid-back beach town, boasting shores that attract everyone from backpackers and surfers to the San Juan elite looking for a weekend escape. Trace the coastline and visit Isabela's most beautiful beaches by renting a bike and hitting the Paseo Lineal de Isabela, a 4.5-mile oceanfront route perfect for morning jogs or contemplating the sunset. Or, head inland to Guajataca State Forest for miles of lush, forested trails, hidden caves, and camping.

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Puerto Rico's second-largest city tends to be overlooked by travelers, but the "Pearl of the South" has the historical charm and cultural weight to warrant a trip. Explore the city's historic plazas and numerous museums, or escape to the countryside for a visit to  Hacienda Buena Vista , a coffee hacienda (among countless others) that once brought Ponce both wealth and fame.

Casa Bacardí

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It wouldn't be a trip to the Caribbean without sampling some of the best local rums. Puerto Rico is home to a few different distilleries, though  Casa Bacardí , located just across the bay from Old San Juan, is the number one destination on the island for visitors curious to learn more about the Caribbean's most famous beverage. An impressive visitors' center and panoramic views of the city make for a great tasting and tour experience, though the unmatched rum selection is the real star of the show. 

Related:  5 Best Tours to Take in Puerto Rico

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Located just 45 minutes west of San Juan, the coastal town of  Manatí  feels a world away from the big city. Come here for stunning, less-crowded beaches like the half-moon-shaped crystalline bay at Mar Chiquita or Los Tubos Beach, known for its perfect surfing pipes. 

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Puerto Rico's  Capital del Sol (Capital of the Sun) is fittingly home to some of the island's most beautiful beaches. Luquillo Beach and Balneario Monserrate are the most popular playas in the area for their size and extensive public beach amenities, but there are several beaches in Luquillo to choose from. Head to Luquillo after a day spent exploring neighboring El Yunque National Forest, or use this town as a base for exploring less-visited areas of the rainforest.

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What Is Public Relations (PR)?

• Understanding PR
• PR vs. Other Departments
• Working in PR
• PR in Practice
• Public Relations FAQs
• Small Business

Public Relations (PR) Meaning, Types, and Practical Examples

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

Pete Rathburn is a copy editor and fact-checker with expertise in economics and personal finance and over twenty years of experience in the classroom.

Investopedia / Jake Shi

Public relations (PR) is the set of techniques and strategies related to managing how information about an individual or company is disseminated to the public, and especially the media. Its primary goals are to disseminate important company news or events, maintain a brand image , and put a positive spin on negative events to minimize their fallout. PR may occur in the form of a company press release , news conference , interviews with journalists, social media posting, or other venues.

Every individual or entity operating in the public eye faces the spread of information about them or their practices to the public. While public relations is an industry unto itself, any attempt to portray oneself in a certain way to others can be considered a form of public relations.

Key Takeaways

• Public relations (PR) refers to managing how others see and feel about a person, brand, or company. 
• PR for corporations, notably publicly traded companies, focuses on maintaining a positive corporate image while handling media requests and shareholder inquiries. 
• PR is especially important to defray public or investor outcry following negative news announcements.
• PR is different from advertising or marketing as it’s often meant to look organic and may not necessarily try to promote a product or service.
• Public relations can be used to mitigate negative events, though history has shown PR may cause problems to become worse.

Understanding Public Relations (PR)

Although not inherent in the definition, PR is often thought of as "spin," with the goal being to present the person, company, or brand in the best light possible. PR differs from advertising in that PR attempts to represent a person or brand's image in ways that will appear organic, such as generating good press from independent sources and recommending business decisions that will incur public support. Loosely defined until the mid-twentieth century, PR is one of the fastest-growing industries in the United States.

PR is essential to any company's success, especially when shares in the company are publicly traded and the value of a share depends on the public's confidence in a company or brand. In addition to handling media requests, information queries, and shareholder concerns, PR personnel are frequently responsible for crafting and maintaining the corporation's image. Occasionally, PR professionals engage in negative PR or willful attempts to discredit a rival brand or company, although such practices are not in keeping with the industry's code of ethics.

Types of Public Relations

Public relations is often divided into different agencies or departments. Each department is specifically suited to handle a specific aspect below:

• Media relations is the emphasis of forging a strong relationship with public media organizations. A media relations team often works directly with external media by directly delivering them company news, providing validated content sources, and being accessible for public comment on other news stories.
• Production relations is closely related to the direct operations of a company. This department supports broad marketing plans and is often related to specific, one-time endeavors such as the launch of a new product, a special campaign, or management of a major product change.
• Investor relations is the oversight of the relationship between the company and its investors . This aspect of public relations handles investor events, oversees the communication of the release of financial reports, and handles the complaints of investors.
• Internal relations is the public relations branch between a company and its employees. Internal relations pertain to counseling employees, ensuring all workers are satisfied with their working conditions, and mediating issues internally to avoid public disclosure of dissatisfaction.
• Government relations is the connection between a company and related governing bodies. Some public relations departments want to forge a strong relationship to provide feedback to politicians, sway decision-makers to act in specific ways, and ensure fair treatment of the company's clients.
• Community relations is public relations focused on brand and reputation within a specific community. The community could be physical (i.e. a specific city) or non-physical (i.e. the dog-owner community). This branch of public relations keys in on the social niche of the community to align itself with its members.
• Customer relations is the bridge that connects the company and its customers . Public relations often involves handling key relationships, conducting market research, understanding the priorities of its customers, and addressing major concerns.

Many public companies have a separate  investor relations  (IR) department for dealing with communications to shareholders and analysts.

Public Relations vs. Other Departments

Public relations may overlap or be confused with other similar departments. Here's an overview how PR may or may not relate to marketing, advertising, or communications.

Public Relations vs. Marketing

Marketing is sometimes more squarely focused on driving sales, promoting products or services, and ensuring financial success. Meanwhile, public relations is sometimes more focused on managing the reputation of a company or brand.

Both departments may embark on very similar types of activities. For instance, both may interact with customers to garner feedback. From a more direct marketing lens, this information is used to better understand sales trends , product demands, and ways to generate more sales. From a more direct public relations lens, this information is used to understand customer satisfaction, ensure customers are happy, and make sure any dissatisfaction is managed quickly.

Public Relations vs. Advertising

Advertising is the act of garnering public attention, often through the use of various types of media. A company may want to advertise to promote a product, announce expansion into a new market for a growth company , or reveal pricing changes.

While advertising is the intentional act of trying to be in the spotlight, public relations is a more strategic and thoughtful approach about how a company should be interacting with internal and external stakeholders. Sometimes, it may be in the company's best interest in "lay low" and strengthen its relationship with the public by not being front and center.

Public Relations vs. Communications

Public relations and communications are heavily intertwined. Both involve portraying information outwardly in hopes of creating a brand, image, or relationship that fosters value. Communications may be a separate department within a company solely responsible for written or verbal comments issued internally or externally.

One potential difference between public relations and communications is the exchange of information. Sometimes, public relations is a one-way channel that imposes information in an attempt to have a more favorable public image. Communications may be more rooted in the two-way functionality of receiving feedback and making changes based on information collected. In general, most companies will see overlap between public relations and communications.

There's many titles and roles an individual working in public relation can hold. As of December 2021, individuals working as a publicist in the United States reported average total compensation of $73,164.

Working in Public Relations

A career in public relations has no defined career path. An individual can obtain a degree in a number of different fields such as public relations, communications, marketing, journalism, broadcasting, or political science.

Professionals in PR must have soft skills including strong written and oral communication skills, the ability to solve problems, and the ability to think critically and creatively.

A career in public relations can take many different turns. Some aspects of public relations emphasize digital media; potential careers include content creators, social media managers, or digital artists. Individuals can specialize in an industry (i.e. finance ) to emphasize working between a company and its investors. Individuals interested in working for nonprofit organizations may find the branch of fundraising overlaps many aspects of public relations.

Public Relations in Practice

PR also involves managing a company's reputation in the eyes of its customers. In a 2012 PR crisis, restaurant chain Chick-fil-A was forced to issue emergency statements with respect to its stance on same-sex marriage after a Chick-fil-A executive publicly came out against marriage equality. The statement stressed the company's "biblically-based principles" and its belief in treating "every person with honor, dignity, and respect." It was an example of how companies must exercise good PR. Most major companies have a PR department or utilize the services of an outside firm.

A company often has multiple publics to impress. Internally, a company will want to present itself as competently operated to its investors and biggest shareholders, which can involve arranging product demonstrations or other events directed towards shareholders. 

In response to the 2010 oil spill off the Gulf of Mexico, BP issued a public statement outlining its course of action. Some felt the response missed its mark, a stark reminder of how public relations may sometimes make matters worse.

Externally, a company that sells a good or service directly to consumers will want to present a public image that will encourage genuine, lasting brand support, which extends beyond the somewhat knowingly specious goals of advertising. 

This can involve reassuring customers during a crisis, such as when Target ( TGT ) offered an $18.5 million settlement to its customers following a 2013 credit card hack in an attempt to restore good faith or the promotion of a lifestyle that would make the company's product or service attractive. The company also generates PR to attract investors. In this respect, good PR is especially important for startups or rapidly expanding companies.

What Is the Primary Role of Public Relations?

Public relations often boils down maintaining the image of a company, individual, or brand. Public relations creates media, connects with external media, crafts public opinion, and ensures customers have a positive disposition towards the company's brand.

What Skills Do You Need for PR?

Public relation specialists often have strong communication skills. Their role is to absorb information, process how it may impact a company's image, and how to externally communicate to shift this image. Public relation specialists often forge relationships with many different types of people including key customers, government officials, and external media.

Why Is Public Relations Important?

Customers make decisions for a number of reasons. One of those reasons is the relationship they feel they have with a company. If a company has a negative image or is ensnarled in a controversial public issue, a customer may no longer feel as connected with the brand, image, and product. Public relations often manages this brand and ensures customers, employees, investors, and other external parties have a positive disposition to continue involvement with the company.

Who Uses Public Relations?

Public relations is useful for any party that wants to have a positive public imagine. Most often, corporations and publicly traded companies will embark on public relations. A company may have a different public relations team or public relations strategy for specific brands or products. Also, individuals such as celebrities or high net worth individuals may have private public relation teams. These teams are used to maintain a positive public image as well as handle media requests.

Glassdoor. " Publicist Salaries ."

Chick-fil-A. " Chick-fil-A Response to Recent Controversy ," Page 1.

BP. " BP Initiates Response to Gulf of Mexico Oil Spill ."

State of California Department of Justice. " Attorney General Becerra: Target Settles Record $18.5 Million Credit Card Data Breach Case ."

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The Basics of Public Relations (PR): Meaning & Examples

Jan 15, 2024

18 min. read

It happens all the time: you see competitors in your field getting mentioned by the press or brands racking up shares and likes on social media. You feel envious they’re getting all the attention. What you might not realize is that their activities aren’t any more special than what you’re doing. The biggest difference is those companies and brands know how to leverage public relations.

Public relations and  media relations  can add impact to any marketing strategy . It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

We’ll let you in on a secret: most PR doesn’t happen organically. It’s something that brands must proactively and intentionally pursue with lots of outreach, lots of patience, and a long-term vision.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

Tip: Download our Guide to Modern PR for free .

Table of Contents:

Public Relations Definition

What does pr stand for, pr activities: what does pr do, use cases for pr, how is pr different from marketing, what formats does pr take, why should companies care about public relations, advantages and disadvantages of public relations, public relations examples, what goes into a pr strategy, pr kpis: how to measure the impact of pr, how to build strong press relations, best public relations tools to build your image.

What is PR? Let’s start with the very basics: a public relations definition.

Public relations is defined as the practice of increasing awareness around a company or brand . It relies on media relations to earn press coverage , as well as content and KPIs to measure your PR performance.

Another PR meaning can be this: The planning of activities designed to shape the public’s view of your brand or company.

However you define PR, it’s important to think of the reason behind your PR activities. With intention leading the way, you can start shaping your audience’s opinions for your desired outcomes.

What does PR stand for, and what is the meaning of PR , you ask? Spelled out, it’s public relations . Or in some cases, it can stand for press release .

Both of these are used in the world of PR. You can usually figure out which is which by looking at the context in which they’re used.

PR is an indirect type of promotion. You’re not trying to capitalize on sales with public relations. Instead, your goal is to build brand awareness and sentiments around your company.

In some cases, sales will become a natural byproduct. That’s because PR helps to drum up interest and put you in the spotlight. As more people start talking about you and checking you out, some people may give you their business.

Another benefit of PR is that it steals the spotlight away from your competitors. You write a press release or go viral on social media – and BAM! Suddenly, people forget your competitors exist because they’re too busy looking at you.

Reading Tips: The largest US newspapers , the most popular US magazines , and the state of print media in South Africa .

Brands use PR for various reasons. The three most common use cases include:

Crisis Management

Brand management, internal relations.

Of course, there is also always a different approach to both B2C and B2B PR .

Brands sometimes have to do damage control and crisis management to avoid the erosion of trust with their customers. PR activities and communications can put you back in the spotlight for the right reasons.

Startups or brands that want to grow their customer base can use PR to reach a wider audience. It helps the public get to know your company beyond your marketing messages and products.

PR strategies can also cater to your internal audiences (think employees, shareholders, etc.). This is especially important for companies with multiple locations or remote employees.

Public relations and marketing (and advertising) share a lot of overlap — but PR and Marketing are different . The most important thing to remember is that PR is considered part of marketing communications . There are fields that are important for both PR and marketing divisions - social media for example has changed PR .

Unlike marketing, public relations activities focus solely on brand image . By comparison, marketers are more concerned about the total package: sentiments, reach, conversions, acquisition costs, etc. That is also why the skills needed to be successful in a PR career path differ from the marketing skillset.

For example, as PR increases awareness, marketing and advertising leverage that awareness to drive revenue. PR builds recognition through press relations and speaking events (like PR conferences ), and marketing capitalizes on those leads to create paying customers.

It’s a common belief that people don’t buy products — they buy  brands . Some people are even  willing to pay more for a brand they like . When you build up the brand, marketing goals are easier to achieve.

Marketers wear a lot of hats, and public relations is just one of them. That’s why many teams prefer to hire a PR agency or specialist with dedicated resources.

Public relations is heavy on content — specifically written communications like press releases. However you build your PR strategy , your content usually falls into one of three buckets:

Earned Media

Owned media.

Tip: Read this blog to learn more about the PESO concept , learn about the top Asian news channels and websites to follow , and check out our free PR in the Age of Influence Report.

Earned media is the holy grail of public relations because it’s essentially free publicity. Rather than pitching reporters and news outlets, your audience is promoting you on your behalf. Word-of-mouth marketing is powerful because consumers trust it more than traditional marketing messages.

That said, earned media is also the hardest to come by. You can encourage your customers to leave reviews and share on social media, for example. But ultimately, it’s up to them how and when they choose to promote you.

Paid media is one of the easiest types of media for PR agencies and specialists to control. Once you create a press release or other content, you can promote it just as you would your other marketing. Channels might include PPC ads, social media ads, or influencer marketing, for example.

Naturally, paid can also be the most expensive. In addition to paying for content creation, you’re also paying to publish it.

Your owned media is any content that your company controls. Blog posts, case studies, social media copy, original images, website copy, and email newsletters are all examples of owned media.

Your owned media serves as the foundation of your PR campaigns . You can control when, how, and where it’s published, make changes to the content, and track its performance.

Tip: For help creating a press release, read our blog post:  10 Examples of Effective Press Releases + Template .

It’s true that you don’t necessarily need PR to shape your audience’s perceptions . But companies invest in PR because it allows them to have a say in those perceptions.

Maintaining a strong public relations strategy can help you find opportunities to build and grow your brand . It allows you to create a relationship with media outlets, influencers, and other key people that can advocate for your company. Consistency in your public relations campaigns can help to reduce the cost, time, and effort of your marketing team without sacrificing sales and revenue.

Plus, it gives you a chance to establish emotional connections with your target audience. Emotional connections can be powerful in terms of building brand loyalty. As mentioned previously, people buy from brands they like, even if those brands cost more!

Of course, we also have numbers for you to underline the importance of public relations for a company. Check out our blog about the most important PR statistics .

Are there advantages and disadvantages of public relations? You bet!

It’s not a perfect science, nor does it guarantee great results. But knowing the advantages and disadvantages of public relations can help you decide the best approach for your brand. Let’s look at some pros and cons.

Advantages of PR

What are the advantages of public relations?

1. Brand Exposure

2. low-cost marketing.

PR practitioners aim to build brand awareness and promote their company in a different way than traditional marketing. Your audience can get to know your company beyond its products and services and gain an impression of not just what you do, but also who you are.

PR can be highly cost-effective because your content can be repurposed in many ways . For example, a press release can also be shared on social media, your company’s website, and your internal newsletter . Plus, if a press release is picked up by multiple outlets, that’s even more exposure from just one piece of content!

PR is informational and inspirational, both of which can build trust with a specific audience. Rather than directly marketing your organization, you’re simply putting it in a positive light.

Disadvantages of PR

What are the disadvantages of public relations?

1. Organic PR

2. lack of roi guarantee, 3. no control over publication.

Not all PR is positive. Negative PR can also pop up in the media, and you have very little control over it. When negative PR arises, such as a bad review or a critical news story, companies are pretty much forced to respond – even if it’s not “in the budget.”

Even when you do get media coverage , there’s no guarantee your PR campaign will produce the desired outcome. You might also pour resources into developing a campaign and not get picked up by the media.

Press releases that are part of a planned media campaign might get bumped if something newsworthy and timely comes along. This might delay your press release from being published, if it’s published at all.

Would you know what public relations looks like if you saw it? Let’s look at some real public relations examples from real brands.

Tesco: Good PR by Offering Support

Specsavers: Good PR through Patriotism

Red cross: writing a good press release.

Tip: Check out these 5 Ideas to Create Holiday PR Buzz .

Tesco: Good PR by Offering Support 

First up, Tesco. This supermarket chain is a pillar in the communities it serves, so it decided to reinforce its image by promoting local pubs during the pandemic. Rather than push its own alcohol sales, the store suggested supporting local pub owners who were likely struggling in the era of social distancing.

Another prime example: Specsavers. The company created this billboard as a way to celebrate the English team at the Euros. It fit well with the brand’s focus on eye care without trying to sell a thing.

Last but not least,  here’s an example from Red Cross  that shows how to write a good press release. The press release reinforces the mission and value of Red Cross in times of need. It also hints that blood donations are in low supply and high demand, subtly encouraging readers to donate.

Want to see more PR examples? Check out our blog post with the best PR campaigns .

Now that you know the role of PR and what it looks like, how can you start using it to your advantage? It starts with developing a PR strategy .

First and foremost, think about the reasons you might need PR. For example, are you playing the long game and planning to use PR as an ongoing strategy? Are you responding to an immediate crisis? Starting with a goal will guide the rest of your strategic decisions.

Once you have an objective , next think about all the ways in which you can share your message. Some channels to consider include:

• Your website
• News outlets
• Social media
• Guest blogs
• Media platforms, like a press release distribution network
• Influencers

Tip: These are the Best Press Release Distribution Services in the UK . Consider taking a look at the UK Media Database Comparison: Get the Best Contacts

The channel(s) you choose should circle back to your objective. You don’t have to speak loud and proud on every channel to get the word out.

For example, if your goal is to build brand awareness  as a new organization, you might gain traction faster by using influencers. Ask them for testimonials and have them share with their niche audiences. If you need to overcome negative press on Google, then things like press releases, guest blogs, and good reviews may be the best way to go.

Last but not least, a public relations strategy needs PR KPIs to track your performance. Just like with marketing, key performance indicators show you where you’re moving the needle so you can build on your successes.

Tip: Read our guide about how to create a PR strategy for more information.

Speaking of KPIs, what exactly should you measure to track your campaign performance?

We recommend tracking only the most important metrics. Because let’s face it: there’s a lot you  can  track. But if you track everything, you’ll spend all your time collecting numbers rather than putting those numbers to work!

The must-have PR KPIs include:

• Audience Sentiments . Use audience analysis tools to track customer sentiments over time. Ideally, you want to see more people that feel positively toward your organization.
• Share of Voice . Share of voice refers to the amount of media coverage you have compared to your competitors. You can use PR tools to input your top competitors and track coverage automatically.
• Search Rankings . PR can help you move up in search rankings, especially for branded terms like your company name. Watch as your position changes over time to see if your PR is working for you.
• Earned Traffic . As you promote your business, track how much your website traffic changes. Look for correlations between your media mentions and your spikes in website traffic. Bonus: more website traffic can also help you rise in the search rankings!
• The ratio of Active Coverage and Potential Media Coverage . Your potential coverage represents the number of publications in your industry or other outlets you want to be featured in. Active coverage represents the number of publications you’re already featured in. Reducing this ratio over time shows you’re building more press relations, which will give you more options to promote your organization in future campaigns.

These aren’t the only KPIs for PR, but they are a great place to start. For more insight, check out our in-depth blog with the most important PR KPIs and Why They Matter .

An early part of your PR strategy should include building good media relations, and then learning how to manage relationships so they don’t turn stale. Many companies will hire a media relations manager or an agency solely for the purpose of fielding media inquiries, building a media list, and managing a media outreach plan.

Conducting media outreach is never a one-and-done activity. You need to stay on their radar so that when a PR opportunity arises, you have a better chance of getting their attention.

Quick tips to help you enhance your media outreach

These quick tips will help you enhance your media outreach and build and manage strong relationships.

Tip: For any media outreach, knowing the media landscape is vital. Learn about the Dutch media landscape , the media in Belgium , the Swedish media landscape , the UK media landscape , the Irish media landscape , the UAE media , the media in Saudi Arabia , the Australian media landscape , and the media in South Africa .

1. Personalize your pitch

A generic email pitch is easily overlooked in the inbox, which remains the top tool to connect with media sources. But one that’s personalized will certainly catch the eye. If possible, use the person’s name and publication.

2. Give them a reason to comply

When you’re getting free press advertising, what’s in it for the reporter or editor? Your email pitch should be relevant. Include an incentive or two, such as meeting a tight deadline or a promise to share the content with your own audience. If you are vying for a guest post, let them know you're happy to include links to their content.

3. Pitch your idea to the right person

Digital media outlets often have different people to handle different beats or topics. If you want to get published, make sure you’re sending your pitch to the right editor or reporter. Someone who covers crime isn’t likely to share your story about a fundraiser unless someone is embezzling.

Tip: Learn how to pitch your press release to journalists , how to create a media kit , and how to make a press kit .

4. Connect with media professionals on social media

Sending one email one time isn’t always enough to land on someone’s radar. Repetition and consistency are key, so try social media outreach to connect with your sources. Connecting in multiple ways can help build familiarity.

5. Make it easy to say yes

Your media contacts are doing you a favor by publishing your content. The least you can do is to make your requests easy on them. Proofread your content and give them good quotes and sound bites so they have less editing to do.

Learn how to create lists of journalists for your outreach and take a look at more localized resources by reading our blog about a UK Media Database Comparison !

6. Be accessible

Media reporters are usually working against deadlines. If they need to follow up with a question, make sure you’re ready to respond. Give them ways to reach you directly and let them know you’ll respond quickly to their questions or comments.

For more tips on pitching to the press, check out this blog post:  How to Pitch Your Press Release to Journalists .

PR practitioners benefit from a well-stocked tool kit. Here are some of the best PR apps and tools that will make your job easier:

The Meltwater PR Suite

Google alerts, hubspot crm.

A comprehensive PR strategy calls for comprehensive PR software . Meltwater’s PR Suite combines brand management , brand tracking , social listening , sentiment analysis , and a media database into a single tool. Create, track, and manage all of your PR efforts and have the data to support future campaign decisions.

The Meltwater PR Suite enables you to

• perform automated TV & broadcast monitoring
• perform automated print monitoring
• perform automated social media listening
• perform media outreach using an integrated media database
• manage relationships and build strong press relations
• write press releases and send them out via the integrated press distribution tool
• measure the performance of press send-outs
• be able to spot upcoming PR trends before anybody else

Fill out the form at the bottom of this blog to get a free tour.

Google Alerts is a free tool for PR professionals that monitors for keyword mentions across the internet. Set up an alert for your brand, organization, or industry-related terms. Then, get an alert to your inbox when those terms are published online.

If you’re doubling down on press releases, PR Fire can help you track your efforts. This paid tool distributes press releases to journalists on your behalf. It also monitors opens, reach, and performance so you’ll know when you’re published.

To manage your outreach, HubSpot CRM is a great way to create a database of contacts. You can also set reminders for follow-up and even automate some or all of your email outreach.

Ready to take your PR strategy and software to the next level? To explore more about Meltwater’s impact on your public relations activities, schedule a demo today!

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What is Public Relations? PR Definition Explained

Published: September 20, 2023

Image is an important aspect of brand awareness , which influences whether your potential customers know, like, and trust you. Where publicity is outside a brand's control, public relations (PR) is an effective way to contribute to the conversation.

In this article, we'll define what public relations is and what to expect if choosing it for a career path.

• Public Relations Definition
• Being a PR Professional
• Types of PR
• PR Damage Control

What is PR?

PR is short for "public relations" and refers to the strategic communication from an organization to the public to maintain or cultivate public image and/or respond to public discourse.

There’s an old saying: “Advertising is what you pay for; publicity is what you pray for.”

Public relations isn’t an easy profession to define. In fact, in 2012, the Public Relations Society of America ( PRSA ) accepted a few thousand submissions before finally agreeing on one:

If public relations is a bridge for that relationship, then public relations professionals are the bridge builders . Let's talk about them a little more specifically:

What is a public relations professional?

A public relations professional is in charge of creating and executing a PR strategy, helping a business or individual cultivate a positive reputation through various unpaid or earned channels and formats, including press, social media, and in-person engagements. They also help clients defend their reputations during crises that threaten their credibility.

Working in PR

The path to becoming a PR professional is not linear like one for something in STEM. Instead, PR professionals often come from a variety of backgrounds including communications, political science, business, or journalism.

Despite having disparate backgrounds, most people working in PR are scrappy, problem-solvers who can think of solutions on the fly. They have great written and oral communication skills combined with an eye for detail and strong critical-thinking muscles.

Since all organizations need some form of PR, those looking for a career in the field have options across multiple industries. This makes it easy to choose a niche that interests you most. From tech to government to nonprofits — public relations professionals are in demand.

Public Relations Types

In larger companies, public relations functions are often split into different departments. Below are some of the most common.

Media: Media relations is responsible for fostering favorable relationships with external media like news organizations, blogs, and industry-related organizations.

Community: This department focuses on building a brand’s reputation within a specific community or niche. For example if a company sells camping equipment and hiking gear, it makes sense to form relationships with outdoor enthusiast organizations.

Government: Government relations is responsible for managing the relationship between a brand and a governing body. PR professionals in this role aim to influence politicians and lawmakers to get favorable outcomes for the brand. This could mean influencing certain policies or providing feedback to decision-makers about industry-specific topics.

Investor: Found in publicly traded companies, investor relations departments manage communication between shareholders and analysts.

Internal: Internal relations is responsible for communication between a brand and its employees. This department not only disseminates important company information, but also acts to quell employee dissatisfaction before it hits a public forum.

Production: This department handles one-off projects like new product or service launches, manages communication around a particular product change, or other special marketing campaigns.

In order to understand how all these PR facets work together, you must first consider the two sides of PR: the positive storytelling side and the negative damage-control side.

Positive Public Relations

So, in a sense, you can think of PR professionals as storytellers. Unlike advertisers, who tell stories through paid methods, PR professionals tell their stories through unpaid or earned media .

These unpaid or earned avenues include:

• News and press
• Media outreach
• Social media
• Speaking engagements

Keep in mind that a PR professional isn’t just trying to reach a paying customer ... they're trying to reach everyone.

Example of Positive PR

Let’s say you work for a small interior design company, and your business just won an award: “Best Interior Design Company in Chicago.” A PR specialist might draft a press release and conduct outreach to reporters to write a story about this accomplishment to spread the news to the public.

Along with building a credible reputation for your interior design business, the PR professional is also helping the public receive relevant information about this accolade. If I’m a consumer looking for an interior designer, this announcement could help me, too.

Public relations extends to government, too. PR professionals can execute political campaigns or explain a government’s new policy to the public. In this case, you can see how PR professionals work to maintain a healthy and productive relationship between their client (the government) and the general public, who have a right to hear about new policies.

Damage Control in PR (Negative Public Relations)

PR isn’t just used for positive storytelling. It’s also used to mitigate any damage that could weaken a client’s reputation.

If public discourse around a particular brand has a negative sentiment, perhaps as a result of negative publicity or news, a PR professional's job is to advise the organization on how to proceed.

After all, if conversations are being had, then an organization should share its side of the story. However, how they respond will have an impact on the public's perception. If done poorly, it could make the situation worse.

A PR professional will then be tasked with:

• Crisis communications
• Damage control
• Response and/or apology messaging
• Reputation restoration strategy

Example of Damage Control in PR

In the early 1980s, numerous bottles of Johnson & Johnson’s Tylenol product were laced with cyanide by an unknown person , killing seven people. This led to widespread panic and could have resulted in the end of Tylenol products.

Johnson & Johnson took aggressive PR measures to mitigate the damage: First, the company pulled all of its Tylenol products off the shelves and issued a national statement warning consumers not to purchase or use Tylenol. Then, Johnson & Johnson created a new tamper-resistant seal and instructed 2,000 sales personnel to deliver presentations to the medical community to reintroduce these new, safer Tylenol bottles.

This effective PR strategy saved Johnson & Johnson’s reputation as well as their product — in fact, Tylenol shares climbed back up to 24 percent just six weeks after the cyanide crisis.

In the case of Johnson & Johnson, a simple advertising campaign wouldn’t have worked. Instead, PR was necessary: PR professionals were able to spread a story that portrayed Johnson & Johnson as a company that puts consumers ahead of profit. Along with mitigating damage to Johnson & Johnson’s reputation, PR was used to save more people from consuming cyanide-laced Tylenol, and then used to inform the public that Tylenol was safe again. A win-win-win.

PR as an Important Marketing Strategy

In these examples, you can see PR professionals are adept at handling a wide variety of both good and bad circumstances and must address these events so the public and client can maintain a beneficial relationship. PR specialists also play a role in advising management on the best policy decisions or actions to take and conducting programs, such as fundraising or networking events, to help the public understand the organization’s goals.

PR isn’t just used to influence a story after it happens — it’s also used to write that story in the first place.

Editor's note: This post was originally published in April 2018 and has been updated for comprehensiveness.

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What is a public relations specialist and what do they do?

In this article, we share what it is to be a public relations specialist and what they do on a daily basis .

This multifaceted industry is constantly changing. Gone are the days when marketing teams and PR used to work singly. Now they function in unison as companies recognize the need for a holistic marketing strategy encompassing all facets of communication.

What is a PR specialist?

Public relations plays a valuable role in the strategic communication process of a brand or individual. It’s there to build and retain mutually beneficial relationships between two or more entities, and to create trust in the product or service.

A public relations specialist is a professional responsible for creating, planning, and executing public relations strategies and monitoring their efficacy. Their main concern is that of reputation.

The process of public relations is the coordination and sharing of information from individuals or companies to the appropriate public to improve how they are seen. They are tasked with maintaining a healthy brand reputation and company image. This is done through several different methods, such as attaining news publications, general media coverage, and establishing partnerships for growth.

A PR specialist works very closely with their clients to understand the value of their brand or organization and works to communicate its value to the relevant audiences, creating campaigns that will affect how that client is perceived. This is their area of expertise.

What do PR specialists do?

PR specialists employ several tactics to manage and shape the public’s perception. These include press releases, thought leadership, and product launch events. A specialist will first look at the market, the media, and an organization’s place within it and, from there, create a strategy to grow, change, or reinforce its position. More often than not, they will take charge of an organization’s communications with the public, including customers, business partners, investors, and reporters - from drafting company newsletters to preparing the top executives to address the public.

Here are some other tactics and activities they could engage in.

Newsjacking

Newsjacking is when you ‘add’ your opinion or thoughts to a breaking news story. The purpose of doing this is to get exposure to a larger audience.

The PR team will study the news closely to identify opportunities to add themselves to the discussion. It could be a humorous addition or one meant to start discussions. This is a risky business. Newsjacking can easily go wrong , but a good PR specialist will know an opportunity when they spot one.

Storytelling

Brand storytelling is not just a buzzword. Without a storyline, there is no PR. This is why PR experts help businesses find their stories to entice the audience and to give them something about your brand they can grasp. PR specialists use storytelling to add value for your audience. It can soften a brand and fill in the gaps of who you are, your purpose, why you’re different, and your values.

Storytelling can help deliver a brand message that resonates with people and is an essential tool in public relations.

Content marketing

This ties into PR storytelling. It’s more than sending a single message out into the world; it’s about creating a narrative and vision for your brand. Through content marketing, the PR team aims to position you as a leader in your industry. The PR specialist will build the content from market research and thorough business analysis.

Then reach out to newsagents and journalists whose readership aligns with the key message. Social media platforms, blogs, and any other resource the company has available to them play a part in successful content marketing. The PR specialist will identify how, when, and for which communication pieces to use these resources.

Crisis communication

This refers to how you communicate after an event that has the potential to destabilize an organization. Whenever a crisis occurs, communication is imperative. A specialist will help create tailor-made crisis management strategies to suit your business, depending on the crisis, your company, and your audience. The aim is to protect your reputation in the long-term, help mitigate damage, and prevent it from happening again.

PR strategy

Regardless of how established the brand or company is, PR is an ongoing process of ensuring a healthy brand reputation. Brand authority, reputation, and awareness are all factors that need to be considered by strategic communications. It’s about gaining good publicity whilst aiming to secure business growth. When launching a new product or service, scaling your business, or just wanting more publicity, the PR specialist is responsible for developing a cohesive PR strategy that integrates with the overall communication goals.

PR specialists develop the overall PR strategy, arranging all campaign elements and aligning them with the overarching marketing goals.

Funding announcements are great press generators, especially for startups and scaleups. Investors like to know when businesses are profitable, and a funding announcement shows investors that the investments are legitimate and amount to business growth. The PR team can either help with press releases about recent funding rounds or help secure PR funding from venture capital to get your business going. Also, the PR team will get the word out to valuable media outlets.

A successful funding round can greatly increase a brand's reputation because it’s a show of credibility and solidifies trustworthiness. Funding announcements generate great press. The PR team is there to ensure media coverage is gained and valuable, growth-generating information is shared in press releases.

Thought leadership

Thought leadership can be understood as a division of a content marketing strategy. Its aim is to share industry knowledge, research, and insights that will add to a company or person's authority. The PR specialist will generally use the opinions and perspectives of an authority figure, like the company CEO, to formulate thought leadership content. Here, PR focuses on establishing the company as an industry pioneer with a reputable brand status.

At the end of the day, the work done by PR specialists is to ensure that communications are effective and reach internal and external audiences with the intended messaging.PR specialists are employed to create and maintain a positive public image for the organization they act on behalf of. All the work amounts to shaping and protecting the brand’s image and reputation, as well as establishing it as a thought leader in the industry.

Media pitching

As a PR manager, you’ll spend a lot of time pitching to journalists, editors, reporters and news outlets. Media pitching is when you present your news story and angle to journalists, to get it featured in their publication.

Pitching plays an important role in the PR process, because we want to generate awareness around the brand’s value and importance in the industry. The pitch gets us one step closer to being featured in the media. Essentially, your pitch is the first impression a journalist gets from your story. So, PR specialists dedicate a lot of time to this since we want the journalist to pick up the story and find out more.

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Interested in seeing what we can achieve for your business? Schedule a free intro call to learn more.

What is the difference between a publicist and a public relations specialist?

While both get their clients' media attention, and both help deal with any negative publicity, there are differences. A PR specialist will look at the long-term goal of a business, and put together a strategy to get there. They will develop narratives to shape public perception, write press releases, and disseminate information based on the key messaging strategy agreed on. Publicists tend to work on a more short-term approach. Tying up loose ends and using their specific connections, they’re often seen as having a narrower focus within the communications spectrum. If there is a one-dimensional goal (promotion of a film, a record, or a book), publicists often take the lead here. A public relations specialist, however, takes steps to achieve a long-term goal.

Most often, publicists are only looking for….well, publicity. Just getting airtime is the main concern. There is a focus on quantity over quality. In PR, the exact opposite is true. A public relations specialist manages the long-term reputation and communication of an organization or individual. The goal here is to create a positive image.

How do PR specialists grow your business?

Essentially, PR professionals represent your business and part of that role is to elevate your market position. We do this by supporting you to grow your business. When it comes to growing or scaling your business, there are two very important PR concepts. These are brand authority, and brand awareness.

Brand awareness is the extent to which your target audience both recognises and recalls your brand. The more awareness people have of your brand, the more people can identify it when associating it with certain services, products or desirable qualities. Brand awareness also leads to greater brand recall. This is an important factor in the consumer decision making process. In this, PR is tasked with creating a memorable and positive brand impression.

Brand authority, on the other hand, is you or your company’s perceived expertise within an industry or on a topic. It is all to do with trust. If your audience trusts your knowledge and expertise, then they will feel confident in buying into your brand. This is an important factor of consideration for investors, they need to see why their investment in you will benefit their own reputation and capital growth. As mentioned, trust is a huge part of PR.

The aim of a PR specialist is to close the gap between trust and customers for your business. This is what makes PR a long-term process. PR isn’t directly focused on making a sale, the aim of PR and a PR specialist is to build and maintain the relationships between the brand and their target market. Awareness and authority is how they close the gap between trust and potential clients for your business.

Business growth and PR promotion

Your business can’t grow if you’re not attracting the right traffic. Let’s use your website as an example. You need 3rd parties who promote your business. In order for you to show up in front of the right audience, you need to show Google you exist. In this, PR specialists help make you discoverable. They work to get you links from 3rd parties, build relationships with business prospects and share your story with the world. This also means features and placements in sources that people trust.

Without 3rd party endorsements, you can only do so much on your own to grow your brand’s prominence. Referrals and endorsements mean more to the public than what you have to say about yourself.

For more information on brand awareness and authority, you can read any of our guides on PR for technology companies and PR for startups . PR helps you in becoming discoverable, for example by attracting traffic to your website or getting you third party endorsements.

PR and growth marketing are converging

Accountability and results are vital in PR. How do you actually measure and set goals for something, as important, yet intangible as awareness? The truth is, growth hackers and PR professionals are now becoming important partners. As this relationship gets closer, we open ourselves up to new ways of thinking.

It’s not just about growing your numbers, to be truly successful at growth marketing you have to adopt a growth-focused mindset. Workshops like the Growth Tribe Academy are teaching professionals in every area, including PR, how to adopt this way of thinking. Instead of being satisfied with using established methods that bring in results, the idea is to always be experimenting and A/B testing.

This means tracking everything.

• How many more leads have entered into the sales funnel as a result of your new PR campaign?
• How much less are you spending on Facebook ads due to traffic coming in from activities like guest blogging?
• Has your share of voice increased as a result of your recent press interview?

In PR, an industry in which creativity and innovation are so important, adopting a growth-focused mindset will be a game-changer, particularly as in the past concrete metrics have been a challenge for PR specialists to measure.

Public relations specialist skills

The most important skill to have is the ability to understand the value and the power of a brand. Your job is communication, in particular the communication of a brand’s positive qualities, so before you start your PR campaigns, you need to be able to analyze a business and understand it’s core values, mission and purpose.

However, this alone won’t make a great PR specialist. People don’t want to just read about how great a company is, they want relevant and engaging stories. That is why creative writing and the ability to entice an audience is of great importance.

Timing and news awareness

PR specialists need to have great timing with regards to campaigns.You have to be aware of the news at the time By aligning your PR content with trending topics and the news-of-the-day, you show that you’re relevant to the modern market and can actively contribute to what’s currently happening in the industry. To stand a chance of being picked up by a journalist, PR has to be grounded in a larger societal context. Newsjacking is a good example of a PR strategy that is incredibly dependent on timing, one you can read more about here.

Timing and awareness also assists you in future forecasting. This means to assess the current industry trends and piece them together to create a picture of how the future landscape will look. By doing this, the PR team can plan how to extend the longevity and future relevance of their clients and the brands they represent.

Media relations

Journalists are constantly looking for credible and newsworthy stories. With so much news out there, PR specialists need to establish quality relationships with the journalists and news reporters who will be valuable to work with. Even if you have the most relevant, engaging story, it might fall flat simply because a journalist doesn’t know you, and this is another reason for PR.

Relationships aren’t built overnight, and while journalists are looking for interesting stories, they are also looking for credible ones. Building a relationship with journalists means that you make yourself known to them, in time, establishing trust between you. Relationships with journalists and key players in media are essential for PR success. Without these relationships, securing media coverage is made difficult. You need connections who trust you and who are willing to share industry information and collaborate with you. Regardless of your relationship with a journalist, the story needs to work for them. So it's important to do your research beforehand regardless.

Creative writing

PR specialists need to be able to write creative stories that communicate the values of their clients and make sure they engage the target audience. They need to master the art of storytelling to create newsworthy press releases. Creative writing is a skill that accompanies the ability to tell engaging stories. You need to understand what sells, what’s currently trending in the news and what the client has to offer.

Brand storytelling and content marketing are essentials for PR professionals to master. The ability to write creative stories enhances the engagement of the pieces published.

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Power of persuasion

There’s a lot of fierce competition out there, meaning that journalists receive numerous pitches and press releases every day. So, PR specialists need to be able to skillfully pitch without sounding like they are just trying to hurry you down the sales funnel.

When we say “be persuasive”, we mean integrity and honesty should still be paramount. It’s about building credible relationships. When pitching to journalists or addressing the public, there’s a big difference between being persuasive and manipulative. You have to be convincing in why your story is the one to publish. People need to believe in you. Gaining brand authority does not happen overnight, that’s why PR pros continuously need to be firm in their dealing with the media and public.

Famous PR experts

From public speaking to media relations, crisis communication and brand building, a PR specialist is a valuable asset any brand or company can have. Although the PR industry has many famous individuals, these are our top picks:

Brandee Barker

Barker was named one of Business Insider’s most effective PR people in tech. Experienced as a former director of communications at Facebook, she took to freelance work and established her private consultancy.

With over 15 years of experience, she has helped startups blow up, including Spotify, AirBnB and Quora. She has also done work for Square and Uber.

With an impressive portfolio, Barker knows the PR industry like the palm of her hand and continues to actively use her skills and abilities to promote value adding companies and causes. Especially in support of women empowerment.

Christopher Graves

Graves came to the PR world from a journalism background. He was the head of news for CNBC Asia & Europe and at the Wall Street Journal for 18 years.

From there he moved on to WPP's Ogilvy Public Relations Worldwide, which made $303 million worldwide in 2011. Passionate about business growth, Graves works to boost the effectiveness of every client engagement through applying a deep understanding of the “Real Why” of human behavior.

He’s also been a keynote speaker on many occasions, talking about human behavior, how to change minds and how to craft narratives. A real specialist in storytelling and bringing brands to life through establishing human connections.

Matias Rodsevich

Rodsevich is the founder and CEO of PRLab. With over 10 years of experience, from managing PR for IBM and Google in Argentina, to founding his own award winning PR agency in the heart of Amsterdam, Rodsevich is a PR expert on a mission to innovate and propel the modern workings of PR even further.

Through PRLab Community, the first of its kind, he established a platform for marketing and communication professionals to share their knowledge, insights, and expertise with other professionals. It now has over 1200 members and continues to grow.

He is also the author of the PR book , The PR Paradox. In it he shares his industry knowledge and insights, with advice on how to succeed in PR.

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What degree do you need to be a PR specialist?

Typically, a bachelor’s degree in public relations, journalism, communications or business studies is needed to pursue a career in PR. A portfolio of work that demonstrates the student’s abilities is a huge plus.

Some of the fundamentals that the student should be familiar with include business ethics, management and marketing. These are usually covered in communication studies. Strong literacy skills, reading and writing abilities and a good sense of journalism is key when pursuing a career in public relations.

Entry-level employees often do admin work, such as managing organizational activities, keeping an eye on the news and assembling information for speeches and pamphlets. After gaining experience, PR specialists will then start to write news releases, speeches, and articles for publication.

What else should you do if you want to be a PR specialist?

An internship.

Hands-on learning can be the best way to get into PR. A lof of agencies will pay a small internship salary to you, so useful if you’re studying full-time. Not only will you learn the fundamentals and get client experience, but you’ll also find out if you like it. Being a PR specialist is a rewarding but stressful job with high client expectations and tight deadlines. An internship will show you what the role involves, allow you to work alongside PR professionals, and develop your skills.

Similar to an internship, but as you’ve guessed, it is totally unpaid. You can get your foot in the door in public relations by offering content for free. This can include writing articles, blogs, or creating video content. You can ask for your name to be published next to the article or a link to your portfolio. The expectation, though, is that you’re good. Keep track of all projects you work on so you can mention them at a later stage.

Get networking

Thats right, it's time to make friends. Follow agencies and professionals on LinkedIn. See what they’re doing. Go to industry events and job fairs. You can also join professional organizations and subscribe to any relevant newsletters. Even still, join an online group or social media page where people often share opinions and have discussions. The more exposure the better.

Hopefully now you have a better understanding of what a PR specialist does and what to expect from the job. We’ve also touched on some of the skills you’ll need. PR is a dynamic profession. It is multifaceted and you need to be prepared for a fast paced environment. With PR and marketing becoming more and more integrated, the industry overlap means that PR pros will have to sharpen up their storytelling abilities. Brand growth can’t succeed anymore without a good story to draw the attention of investors or customers. It is the PR team’s job to use compelling storytelling to get media placements and features and, from there, to make sure the brand image and reputation is nurtured through shared stories.

Traditionally, these PR efforts have been about maintaining a positive perception of a well-established brand. Here at PRLab, we are also interested in how you can create this perception, which is why our work is focused on startups and scaleups, and how PR can be used to grow businesses.

Related articles:

A public relations specialist is a media professional who is responsible for creating, planning and executing public relation strategies in order to manage public perception of a brand, company or individual.

Do you need a degree to be a PR specialist?

While a degree in PR  is certainly useful and a degree in marketing or communications wouldn’t hurt either, you don’t strictly need a degree to become a PR specialist. While a relevant education will make it easier and give you a significant understanding of how PR works, if you have the skills, it is certainly something you can do yourself. Being able to research effectively and stay up to date with market trends, understanding the value of brands, and mastering the art of storytelling will get you on your way to being a PR specialist.

What does a PR specialist do?

A PR specialist works to understand the core values of a brand as well as the needs and values of the relevant target audience . They research trends within the niche markets of these brands to create content and identify core publications and journalists to pitch the content to in order to secure media coverage for their clients. They are increasingly integrating PR strategy with other marketing tools such as content marketing, social media, and the general development of branding and branding assets.

More From Forbes

Why pr should become a priority for smes—and how to make it work.

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Founder & CEO of MVPR - AI-enabled PR agency.

You might already be thinking about it, but with the rise of search generative experience (SGE), companies need to adapt to a new kind of SEO strategy. As marketing managers everywhere park spending on SEO, company leaders need to rethink how information is presented so that it performs better for LLM searches. This means moving away from high-volume keyword-rich content, toward public relations (PR) that delivers high quality, authoritative linking domains with detailed, data-rich insights.

But PR is difficult, particularly for SME leaders who don’t have masses of budget or time to allocate to it. Gone are the days when a neat product feature would grab a journalist's attention.

The PR landscape has seen a huge shift in the past four years.

With editorial teams cut due to the pandemic and economic difficulties (media layoffs this year are already on track to surpass last year’s ) and an avalanche of news from pandemics to political upheavals, the bar for what makes a story has skyrocketed. Getting a journalist to even glance your way now requires more than persistence; it demands a unique take, one they can't not write about.

Also, the bar for newsworthy content is higher than what you need for your marketing sites. While marketing has companies boasting about how great they are, PR is about earning recognition from a third party whose opinion your audience respects. It's less about your product and more about the brains behind it. It's the difference between "Look at our features" and "Here's a challenge we have the domain expertise to solve." Not an easy nuance to get when many SMEs’ heads of marketing would not have traditionally focused on this type of narrative before.

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Take B2B SaaS or AI, for instance. I've noticed these sectors are crying out for a dose of creativity in their storytelling in order to cut through the media noise. AI, in particular, is packed with tales of potential and vague promises, but what's missing is a unique spin on use cases: data, examples, anecdotes, proof points. Sustainability is another sector where PR innovation is needed. Given the current climate (pun intended) of news avoidance and the complexity of the products in that space, getting your story right requires conveying the urgency of the solution while educating on the problem.

So, what's my advice for SME leaders looking to boost their PR efforts?

First off, know your audience like the back of your hand. Your team might find SaaS, sustainability or finserv (financial services) issues riveting, but preaching to the choir won't widen your circle. Tailor your content to resonate with those on the fence or unaware. And keep your message crystal clear. Complex jargon and doom-and-gloom won't win hearts or minds.

Stop generic pitches without a personal touch and a glaring lack of homework on both the journalist and the uniqueness of their angle. Include solid data to back claims and incorporate a sense of urgency and “why now” to everything you write, pitch or speak in public about.

Here are some key steps to follow.

Step 1: Define your core messages and the audience you want to reach. What grabs their interest?

Step 2: Pinpoint the stage of your sales funnel you're aiming to impact and tailor your narrative to that.

Step 3: Now, the fun part—journalists. Who are they writing for? What gets their gears turning? What’s missing from their coverage that you know a lot about?

This is where doing some research can pay off. And don't forget the tools of the trade. Whether it's PR software or a trusty CRM, technology can be helpful when kicking off, maintaining and tracking the impact of those media relationships. (Disclosure: My company provides a PR platform, as do others.)

But you can keep it lean and mean. You don't need an expensive PR battalion. A couple of savvy individuals armed with the right strategies and knowledge can work wonders in getting your name out there and building your presence. Remember, it's about quality, not quantity. Bombarding journalists via an intermediary who doesn’t know your business will only land you in the spam folder.

So, there you have it. SEO is changing to become more personalized, and you likely won’t be able to pay your way to the top of Google’s results any longer. The importance of third-party validation by authoritative outlets will become apparent to chief marketing officers everywhere.

When it does become a topic in your boardroom, remember that PR in 2024 isn't about breaking the bank or mystifying the process. It's about strategic storytelling, understanding your audience and making every pitch count. And keeping it personal, relevant, data-backed and urgent.

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

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Guest Essay

Kamala Harris’s Epic Fail in Puerto Rico

By Yarimar Bonilla

Dr. Bonilla is a contributing Opinion writer who covers race, history, pop culture and the American empire.

Kamala Harris arrived in San Juan, P.R., last Friday for her first official visit as vice president. The trip was meant, in part, to highlight the Biden administration’s dedication to aiding the island’s recovery. What unfolded instead was a revealing tableau of Democrats’ missteps and misjudgments.

Ms. Harris’s roughly five-hour visit began in the community of San Isidro, in the municipality of Canóvanas. There she visited María Ramos de Jesús, an 86-year-old whose home was only recently rebuilt with funds from a program of the Department of Housing and Urban Development.

It was a curious choice. Many of the residents lack land titles, which made them ineligible for the Federal Emergency Management Agency programs Ms. Harris aimed to promote. The area was originally an informal settlement built on public wetlands by those displaced after Hurricane Hugo in 1989 . The HUD funds come attached to a new FEMA flood map, which means that more than 250,000 homes like these across the island that are identified to be at high risk of flood are ineligible for reconstruction.

The fact that it took seven years for Ms. Ramos’s home to be reconstructed after Hurricane Maria is indicative of how the federal government repeatedly fails Puerto Ricans, no matter which party is in charge.

While the Trump administration may have left Puerto Ricans in the dark after the hurricane, it was the Democrats who set the stage for the storm’s disastrous aftermath. Things might have turned out differently had the Obama administration fairly confronted Puerto Rico’s financial crisis by offering debt relief, addressing historical injustices and protecting essential services rather than saddling residents with a federally appointed fiscal control board that has only caused more harm .

While on the campaign trail, Joe Biden pledged to reverse the austerity policies imposed by the fiscal board and to support an audit of Puerto Rico’s debt to identify any illegally issued debt. These promises, however, fell by the wayside once he was in office.

Even though the board acknowledged that much of the island’s debt is invalid, it dismissed citizen demands for a comprehensive audit. Instead, it focused on privatizing and dismantling public services, which in turn caused living expenses and utility costs to soar, even as essential services like electricity, water, health care and education become increasingly unreliable or inaccessible .

The board operates with a chilling lack of oversight. The Supreme Court ruled that its members are exempt from standard federal appointment procedures, given the “territorial” nature of their duties. The court also ruled against local journalists who sought access to the board’s internal records. This, as Justice Sonia Sotomayor wrote in an opinion , has left the board in “a twilight zone of accountability.”

While working-class Puerto Ricans suffer the blows of austerity and second-class citizenship, tax incentives have attracted a wave of investors and remote workers, further straining the island’s resources and displacing its residents. Under the tax incentives consolidated under Act 60 in 2019, wealthy investors receive breaks on local and federal taxes as long as they buy property in Puerto Rico and reside there half the year. This has led to a loss of billions of dollars in revenues for the island’s coffers and a land grab that has significantly raised housing costs.

Local activists had hoped to voice these concerns to the vice president when she visited La Goyco, a closed school in San Juan reclaimed as a community center. Other valuable public lands have been sold or leased to wealthy investors for pennies on the dollar, only to be turned into exclusive private schools or luxury vacation homes.

Ms. Harris’s visit to La Goyco was contentious. Several activist groups staged protests, denouncing the federal government’s policies not just in Puerto Rico but also in Gaza and Haiti. Some groups chanted “Yankee, go home” and “U.S.A., U.S.A., we want statehood.”

In a scene reminiscent of the HBO show “Veep,” the vice president clapped haplessly along to the Spanish protest songs that greeted her, apparently not realizing the lyrics were critical of her visit.

After briefly experiencing the local culture, Ms. Harris moved on to a fund-raising event with wealthy “expat” donors. The event was held at the upscale residential and commercial complex Ciudadela, owned by an Act 60 beneficiary named Nicholas Prouty, whom Ms. Harris acknowledged as a good friend who kept her updated on the situation in Puerto Rico after Hurricane Maria.

Ciudadela is also a symbol of Act 60, with a working-class community having been cleared to build luxury apartments and a dog park. It also played a role in the corruption trial of Puerto Rico’s former secretary of education Julia Keleher, who pleaded guilty to charges related to signing a letter ceding to developers the right to build on land adjacent to a public school in exchange for a discount on an apartment in the Ciudadela complex.

The Government Accountability Office is scrutinizing the Act 60 tax breaks, and the Internal Revenue Service is investigating those who have tried to benefit from the law while skirting its requirements. Ms. Harris left Puerto Rico with what was reported to be nearly half a million dollars in donations for President Biden’s re-election fund.

Rather than seek photo ops, the vice president would have done better to listen more closely to her party’s Puerto Rican House members, including Nydia Velazquez and Alexandria Ocasio-Cortez, who have long been calling for greater federal oversight over Act 60 beneficiaries, greater scrutiny of the antidemocratic fiscal oversight board and a true federal commitment to addressing Puerto Rico’s status.

In the end, Ms. Harris’s visit encapsulates the contradictions of U.S. policy toward Puerto Rico. On the one hand, there’s a perfunctory nod to grass-roots empowerment, on the other, a cozying up to the very forces that are driving gentrification and displacement. While she did not toss paper towels , her visit was what Puerto Ricans call a papelón — an embarrassing spectacle.

Yarimar Bonilla , a contributing Opinion writer, is the author and editor of “ Non-Sovereign Futures: French Caribbean Politics in the Wake of Disenchantment ” and “Aftershocks of Disaster: Puerto Rico Before and After the Storm.”

The Times is committed to publishing a diversity of letters to the editor. We’d like to hear what you think about this or any of our articles. Here are some tips . And here’s our email: [email protected] .

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Here's what to know about dengue, as Puerto Rico declares a public health emergency

Joe Hernandez

Victoria Micieli, director and scientist at the Center for Parasitological and Vector Studies of the national scientific research institute CONICET, classifies different species of mosquitoes at a laboratory in La Plata, in Argentina's Buenos Aires Province, on Tuesday. Luis Robayo/AFP via Getty Images hide caption

Victoria Micieli, director and scientist at the Center for Parasitological and Vector Studies of the national scientific research institute CONICET, classifies different species of mosquitoes at a laboratory in La Plata, in Argentina's Buenos Aires Province, on Tuesday.

Puerto Rico has issued a public health emergency after recording an unusually rapid rise in dengue cases over the first few months of this year.

It's the latest area to grapple with a surge of infections of the mosquito-borne disease, which sickens an estimated 100–400 million people globally each year.

According to Puerto Rico's health department, the territory has recorded 549 cases since the start of the year, nearly half of which have occurred in the San Juan region. Puerto Rico saw a total of 1,293 cases throughout all of last year, the Associated Press reported .

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With a million cases of dengue so far this year, brazil is in a state of emergency.

"This year, dengue cases have exceeded historical figures," Puerto Rico's health secretary Carlos Mellado López said in a statement.

Dengue has been surging elsewhere, too. Brazil has seen a dramatic uptick in dengue this year, with more than one million cases, while Peru experienced a record number of infections last summer. Argentina is also on the cusp of a record-breaking dengue outbreak .

According to the World Health Organization, about half of the world's population is now at risk for the disease.

What is dengue?

People typically contract dengue through the bite of an Aedes mosquito infected with one of the four types of the dengue virus.

Most people with dengue will show no signs of infection or experience only mild symptoms , such as fever, muscle and joint pain and nausea. They typically recover in one or two weeks.

According to the Centers for Disease Control and Prevention, only a quarter of people infected with dengue get sick.

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In rare cases, dengue can require hospitalization and be potentially fatal. More severe symptoms include bleeding gums and nose, abdominal pain and persistent vomiting.

Those who've gotten dengue previously are more likely to become seriously ill with a subsequent infection.

Though there is no specific medicine to treat dengue, sufferers can take acetaminophen to control their fever and reduce pain.

How to keep yourself safe

Roughly half of the Earth's population could catch dengue where they live. Found most commonly in tropical and subtropical climates, dengue is endemic to more than 100 countries in Asia, Africa, the Americas and elsewhere, according to the WHO, and has been spreading to parts of Europe. Last year Florida and Texas reported dengue cases.

There is a vaccine for dengue called Dengvaxia. In the U.S., it is approved for use in children between ages 9–16 who have previously been infected with the disease, and in other parts of the world it is available to adults up to age 45.

Experts say the best way to avoid contracting dengue is to prevent mosquito bites .

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Insect repellents such as DEET, Picaridin and IR3535 can help keep mosquitoes at bay. People can also wear loose-fitting clothing that covers their arms and legs and use mosquito nets.

At home, people should have screens in windows and doors and regularly dump standing water from items like flower pots to prevent mosquitoes from laying eggs.

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When and how to watch the solar eclipse in Minnesota, where it’ll be about 75 percent visible

On Monday, the world will experience its first total solar eclipse in nearly seven years.

Minnesota won’t be in the path of totality, but an eclipse in any form is still “the most unearthly experience you can have on the earth,” according to longtime University of Wisconsin-La Crosse planetarium director Bob Allen . So where and when in Minnesota should you stop and look skyward to witness the cosmic event?

Most of Minnesota will see a 75 percent partial eclipse, according to the Bell Museum. Southeastern Minnesota will see an 80 percent partial eclipse or more, Allen said. It will start around 1 p.m., peak around 2 p.m. and end by 3:10 to 3:15 p.m. Find the exact timing of the eclipse in your area on eclipse2024.org .

The most unearthly experience you can have on the earth.

In his five decades of studying astronomy, Allen has chased three total eclipses. He went to western Nebraska in 2017, Hawaii in 1991 and Manitoba, Canada, in 1979. He’s headed to Arkansas on Wednesday, hoping to witness a fourth.

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“Partials are interesting,” he said. “It’s like getting in an airplane with a parachute and one person jumping out and the other staying in the plane and saying ‘I’m not gonna do it.’ It’s a different thrill.”

Partial solar eclipses like we will see in Minnesota occur when the moon passes between the sun and earth, but the three aren’t perfectly aligned, according to NASA . It creates a crescent shape with the sun partly covered. These eclipses turn day to dusk and can even trigger streetlights to turn on, Allen said.

Schools preparing for eclipse

Minnesota teachers are preparing their classes for next week’s solar eclipse.

Science instructors are purchasing eclipse glasses, teaching students to make pinhole projectors and crafting lessons about the solar system in preparation for the celestial event.

Jill Jensen teaches science at Scott Highlands Middle School in Apple Valley and has been preparing since September to make sure her students can view the eclipse.

“It doesn’t happen very often, and space is one of those topics that’s really abstract to get students to wrap their heads around. But to actually see it is a whole other experience,” Jensen said.

In Barnum, students are sharing cultural stories about eclipses that range from the lighthearted to the “quite scary” and planning art projects, shadow tracing and a viewing party.

In St. Cloud, at Apollo High School, teachers are recording plant and animal behavior before, during and after the eclipse to better understand how other species are affected by changes in sunlight.

In Duluth, at Starbase — a nonprofit focused on teaching STEM — instructors have purchased eclipse glasses and are planning to take students outside to make observations and view the eclipse on Monday.

“You are watching the moon move in front of the sun,” said Jensen, who is also president of the Minnesota Science Teachers Association. “It just gives you the perspective of our place in the universe that you don’t get in any other instance.”

Watch parties

The Bell Museum in St. Paul is hosting a watch party from 10 a.m. to 4 p.m. It will also livestream the eclipse and have glasses for purchase, starting at $3 per pair.

The Science Museum of Minnesota in St. Paul is offering a package with admission and glasses.

Bethel University has a viewing event from 12:45 to 3:15 p.m. on the lawn next to Benson Great Hall in St. Paul.

Sibley State Park in Willmar will have experts on hand and a kids craft available from 12:30 to 3:30 p.m.

Wild River State Park in Center City will have a safe telescope and glasses from 1 to 3 p.m.

Minneopa State Park in Mankato will have naturalists available to answer questions and an all-ages craft from 12:30 to 3 p.m.

Winona State University is hosting a free, public viewing event from 12:30 to 3:30 p.m. on the lawn with eclipse glasses, special solar telescopes and pinhole projectors available. The school is also livestreaming the eclipse in the Science Lab Center’s atrium.

Protect your peepers — and avoid scams

Sunglasses aren’t the solution. You need special eclipse glasses to see safely and avoid retina damage .

Pop on your eclipse glasses while looking away from the sun and only turn your head when they’re properly positioned to avoid eye damage.

Be wary of counterfeit and fake glasses. Check out this guide from the American Astronomical Society . TL;DR: Test the glasses beforehand. You shouldn’t be able to see anything indoors except for very bright lights, which will only appear faintly. Outdoors on a sunny day, you should only be able to see a pale reflection of the sun on a shiny surface.

No matter how good your glasses are, the AAS recommends looking at the sun for just 2 to 3 seconds at a time every 5 minutes — and never look through binoculars, telescopes or camera lenses while wearing eclipse glasses.

MPR News reporter Elizabeth Shockman contributed to this report.

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In the battleground county of Miami-Dade, here's what voters had to say about Biden, Trump

Once considered a Democratic stronghold, Florida’s heavily Latino Miami-Dade County — 69% of its residents identify as Hispanic or Latino — has become a fascinating battleground county ahead of the 2024 election.

In 2016, Hillary Clinton won Miami-Dade County by 29 points, and in 2020, Joe Biden carried the county by 7 points. But in the 2022 midterms, Florida Republican Gov. Ron DeSantis won the county by the largest margin of any GOP governor in decades, all three Miami-Dade congressional seats stayed red, and Republican U.S. Sen. Marco Rubio defeated Val Demings, his Democratic challenger, by 16 points after having lost his home county in 2016.

MSNBC and NBC News anchor José Díaz-Balart had a wide-ranging conversation with a diverse group of four prospective voters at the historic Ball & Chain Restaurant in the heart of Miami’s Little Havana, delving into the issues that matter the most to them and how these topics are influencing their vote in November.

A former Democrat who now supports Donald Trump, a former Republican who is now a Democrat, a lifelong Democrat, and a student who’s not affiliated with any party expressed different opinions on the issues, though they all counted the economy and immigration as top priorities for them. They also gave us their opinion about President Joe Biden and former President Trump and whether they’re enthusiastic about the 2024 election.

José Díaz-Balart is the anchor of MSNBC’s “José Díaz-Balart Reports” on weekdays.

Andres Gonzalez is a senior producer with MSNBC’s José Díaz-Balart Reports.