Public relations is the strategic process of managing how the public and the media perceive a brand. It shapes your narrative and builds awareness through communication, with no ads, no gimmicks, and no frantic “can we go viral?” energy. That’s the formal answer to “what is public relations?” Now let’s talk about why most people misunderstand it so spectacularly.
What is public relations? The official definition and ours
Here’s the public relations definition from the Public Relations Society of America: PR is a strategic communication process that builds relationships that benefit both an organization and its publics. Its list of what public relations professionals do includes reading public opinion, counseling leaders, handling crisis communications, and protecting the company’s reputation. PR is one part of strategic communications, which plans what a company says and to whom.
Here’s the version we give founders:
Public relations is the ongoing process of managing your brand’s reputation, shaping your narrative, and building the trust that makes growth easier.
PR 101: The definition everyone gets wrong
Public relations is the field everyone swears they “totally understand” right before asking if you can “get them in Forbes by Thursday.” Here’s the spoiler: PR is not a magic button. If it were, startups would be hitting it like the elevator “close door” button we all pretend actually works.
PR isn’t any of these things:
- Shooting out a press release and hoping journalists respond.
- Posting on LinkedIn twice and calling it a “thought leadership strategy.”
- Manifesting “going viral” through positive vibes.
- Asking for “buzz,” which is what your phone does when your ex texts you.
Effective PR is about clarity. If you don’t define your story, the market will happily do it for you. And the market is not known for accuracy.
What does public relations do?
People don’t remember features. They remember stories, vibes, and whether you seem like you know what you’re doing. PR makes that story memorable for your target audience, so when it’s done well, it helps your brand:
- Stand out in a crowded market.
- Gain credibility.
- Earn trust before the first sales call.
- Look like a real grown-up business, even if you’re running it in sweatpants.
Trust starts earlier than most founders think. It begins the moment someone Googles you and decides whether you look like a legitimate company or a “could be running a pyramid scheme in a rented office” situation. Nielsen’s 2021 Trust in Advertising Study found that 88% of people worldwide trust recommendations from people they know, more than any other channel, while trust in ads was lowest in North America and Europe. PR is how you build trust with the people who tune out your ads.
A consistent, credible presence removes friction, shortens sales cycles, and prevents the awkward “so… what exactly do you do?” conversation. We cover the business case in how PR can help a company grow.
Types of public relations
PRSA lists 15 disciplines under PR. These are the forms of public relations founder-led companies use most:
- Media relations earns media coverage in the media outlets your customers already follow.
- Crisis management works best with a crisis communication plan written before you need it.
- Internal communications keeps your team telling the same story as your website.
- Executive visibility turns a founder into a trusted voice through executive thought leadership that people actually read.
- Public affairs deals with the regulators and community groups whose decisions touch your business.
- Influencer relations builds good relationships on social media platforms, and paid posts must follow the FTC’s endorsement guides on disclosure.
Public relations examples you’ll recognize
Here are a few public relations examples:
- A founder is quoted in a trade publication about a shift in the industry.
- A CEO does a podcast interview that a prospect finds six months later.
- A consumer brand lands a TV segment, then a string of press that follows it.
For a real one, The Dirty Cookie, a DTC food brand we’ve worked with, has been featured on Shark Tank, Good Morning America, and QVC, with press in the Daily Pilot (a Los Angeles Times paper) in 2019 and Katie Couric Media in 2022. See the kind of coverage we go after in our Pink Fins press and podcast features.
How long does public relations take to work?
You know that friend who hits the gym for two weeks every January and then disappears? That’s how most companies treat PR. Public relations is a system, and the goal is to become relevant in a way the market can actually understand.
Repetition makes that happen. One article is a moment, but the same story showing up in podcasts, trade press, and your own channels starts to stick. So a real PR strategy plans coverage and communication strategies across months, because building brand awareness starts slow and then compounds.
PR is the multiplier for everything you want to happen next. Done well, it changes the trajectory of the business behind the story.
How is PR different from marketing and advertising?
Advertising pays for attention, and you control the message. PR earns attention, because a journalist or a customer chooses to talk about your products or services. We break down the details in the real difference between PR and marketing and in whether PR and advertising are the same thing.
Frequently asked questions
How do I know if I need a PR agency?
You probably need outside help if people can’t explain what you do after visiting your website, or if competitors with weaker products get all the press. A PR agency brings media relationships and an outside view of your story.
What should I expect in the first 90 days of PR?
Expect the first month to go into messaging and a target media list. Early wins tend to be podcasts and trade outlets. Big national coverage takes longer, and PR professionals who guarantee it are overpromising.
How do I build trust with PR as a small company?
Start with consistency, because your website and your sales deck should tell the same story. Then earn a few credible third-party mentions and put them where prospects will see them.
What does a crisis communication plan include?
A crisis communication plan names who speaks for the company and how fast you respond. It also holds draft statements for your likeliest problems. Write it on a calm day, since nobody writes well mid-crisis.
If you want your story told on purpose, our public relations services for founder-led companies start with the message and build the visibility from there. Tell us what you’re working on, and we’ll tell you honestly whether PR is the right next step.