Most entrepreneurs, business owners, and members of the C-Suite understand that public relations (PR) is an essential component of any integrated communications strategy. Yet many remain mystified by the process of garnering positive PR. What is it that PR professionals actually do, and how do high-performing PR companies ensure their client’s success?
This post explains how today’s best PR agencies secure press coverage, build media relationships, and manage brand reputation.
Public relations 101
To understand what public relations are, first, simply consider the name. Public relations help organizations create positive relationships with the public in general as well as their own specific target audiences.
Since there are at least two parties in any relationship, good PR firms view themselves as having two bosses. The first is their clients — the companies, organizations, and important individuals who have hired their services. The second is the public at large, to whom PR professionals gain access through their media contacts.
Notice that this is a very different dynamic than that of conventional branding, advertising, marketing, or content creation. In those strategic communications approaches, the company or individual can control the message viewers see or hear in-house. Marketing campaigns get sent straight to the audience without an intermediary. The business just needs to pay for the space or airtime.
In public relations, however, the company must convince skeptical gatekeepers — journalists, reporters, editors, and publishers — to allow them to be mentioned. (Note that another name for this work is “media relations.”) To persuade the gatekeepers to open the door and win the audience’s time and attention, the business must give something of real value to the viewers or listeners. That’s why PR executives often talk about “earned media.”
For instance, a business leader could give their expert knowledge on critical issues in public affairs. Alternatively, they can give business advice to aspiring entrepreneurs, such as tips for boosting employee engagement, outstanding user experience, or effective event planning.
The importance of PR
Why bother trying to earn media when a company can just pay for ads? Because today’s customers tend to ignore commercials. They also care about businesses’ reputations. If a company focuses on delivering marketing messages and nothing else, its strategic messaging can come off as selfish and out-of-touch.
In contrast, PR strategic planning positions organizations to shine in their best light. By educating readers or otherwise providing valuable information, companies build connections with the public and establish a trustworthy reputation. Meanwhile, getting mentioned in the press boosts the organization’s search engine optimization (SEO).
PR might be more indirect than marketing, but its more ethical practices can be much more appealing to consumers and effective in the long run. For this reason, even multinational marketing and communications corporations hire PR firms.
The secret to cutting-edge public relations agencies
Relationships, relationships, relationships — that’s what top public relations firms prioritize.
In general, communications consultancies and marketing agencies don’t focus on building connections with media outlets and their staff members. This is the essential mission of PR work, however. You can hatch the most brilliant media strategy possible, but if you haven’t taken the time to do media outreach and earn the press corps’ trust, your campaign is unlikely to succeed.
That’s why effective public relations concentrates on understanding clients’ needs and goals, conducting market research, and crafting PR strategies that cater to the media in appropriate sectors. Your PR team should also cultivate a global network of reporters for the long term and outline plans in case crisis communications are ever necessary.
How top PR firms work in 2025 versus 2024: Analytics
Given advances in technology, the PR industry is changing fast. Another key way these communication agencies serve clients is by monitoring their mentions in the media and calculating how many people have been exposed to the brand through this route. Understanding the importance of data-driven analytics, full-service PR companies offer regular reports that track the size of the audience reached and the growth of brand awareness.
In this way, leading global PR agencies include benchmarks to help companies see how these efforts are helping them attain their business goals.
Spot the best public relations firms and PR agencies for you
Which agency should you hire: larger firms, boutique ones, or firms based in your local area? It depends.
The most important criterion is to find a PR team that specializes in managing accounts similar to yours. While most agencies do have clients across diverse sectors, they should be able to show you case studies of the success they’ve had with companies in areas like your own. They should also offer a full range of PR management services.
Whether you sell consumer goods, offer b2b tech, or specialize in something else, building your corporate reputation and a strong brand means employing an integrated marketing campaign that includes public relations. The good news is that most communications companies offer free consultations. Level up your brand’s reputation — contact one today!
