Even with the best-laid marketing plans, public relations (PR) often gets overlooked or is misunderstood. Many business owners and marketers focus on paid advertising and social media marketing, and while these are certainly important, including PR in your marketing plan can enhance your brand’s reputation in powerful ways. So, what exactly is PR, and why should it be an essential part of your marketing mix?
What is PR?
PR, or public relations, refers to the strategic communication efforts a business or individual uses to build and maintain a positive reputation. It involves shaping how a brand is presented in the media through well-crafted messaging, proactive media outreach, and relationship-building with journalists. Effective PR includes “pitching” to the media – creating compelling story angles that capture journalists’ attention, often provided with high-quality imagery.
PR is sometimes called “earned media”, “publicity”, or “media relations”, all of which highlight its role in gaining attention through credible media coverage, rather than through paid promotion.
Why is PR important?
Builds & Maintains a Positive Image
Your reputation is one of your most valuable assets. PR helps ensure that your business is portrayed in a positive light by managing media coverage, responding to crises, and sharing compelling brand stories. A strong PR strategy allows you to shape the narrative before others do.
Establishes Authority and Credibility
Being featured in reputable publications or interviewed by trusted journalists positions you as an expert in your field. Unlike paid advertisements, media coverage carries a level of third-party credibility that is difficult to achieve otherwise.
Connects You With Your Audience
PR is about more than just getting media coverage – it’s about strategically positioning your brand in the media spaces where your ideal audience is most engaged. By sharing your brand’s story, values, and expertise, PR helps you create cut-through and meaningful communication with your target audience. Whether it’s through the local newspaper, niche thought leadership articles, or radio or podcast interviews, good PR ensures your message is heard, trusted, and remembered.
Authentic and Cost-Effective
Unlike advertising, which relies on paid placements, PR focuses on earned media. This means that when your brand is featured in the news, it’s because journalists and audiences find it valuable—not because you paid for the spot. (I.e. you’ve “earned” that media coverage, not paid for it!). This authenticity makes PR a powerful tool for brand awareness and trust-building. Plus, when you compare space-to-space PR to paid advertising – such as a half-page magazine article compared to a half-page ad – PR often delivers greater impact at a lower cost.
Supports Business Growth
Positive media coverage can open doors to new opportunities, from partnerships and collaborations to increased sales. A strong PR strategy supports a wide range of business goals – whether it’s driving organic traffic to your website, attracting top talent by showcasing your company culture, or positioning your brand as an industry leader.
Incorporating PR into your Marketing Strategy
Many business owners assume PR is only for large corporations or celebrities, but that’s far from the truth. Whether you’re a startup, a small business, or an expert on a niche subject, PR can play a crucial role in your growth. Consider incorporating PR into your overall marketing plan by:
- Building relationships with journalists and media outlets
- Sharing newsworthy stories about your business
- Positioning yourself as a thought leader through guest articles and speaking engagements
- Monitoring and responding to media coverage about your brand
Final Thoughts
While paid advertising has its place, nothing beats the trust and authority that come from earned media. By investing in PR, you’re investing in the long-term success and reputation of your brand. And by investing – we don’t necessarily mean hiring a PR expert, but perhaps an investment of your own time and resources. Even without media experience, it’s possible to create your own PR (our Create Your Own PR course can help with that!).
Of course, PR is at the heart of what we do. If you’re looking for expert support in developing a short- or long-term PR strategy, get in touch with us today.
