What is PR in Today's Landscape? A Complete Guide to PR

If your brand is looking to grow, evolve, and reach new audiences, you may be exploring the world of PR. For those who are new to it all, you might also be wondering: what is PR?

Mysterious people in black suits who trail after celebrities? Writing spin for politicians in the back of taxis? Well, yes, sometimes. But for our purposes, not quite.

Brand PR is about using communications tools to influence how people perceive, talk about, and engage with your brand. By landing positive headlines, broadcasting stories about your innovations, community engagement, and internal culture, building your presence on social media, and more—you can take charge of crafting your brand story.

Since PR is always changing, we’re not going to stop at basic definitions. In our guide to What is PR?, we’ve broken down 5 things you need to know about PR in today’s landscape. Let’s dive in!

Brand PR is about using communications tools to influence how people perceive, talk about, and engage with your brand.

1. It’s not all about headlines
When you think about PR, your mind probably goes to news headlines and broadcast features on TV. But traditional media is just one way PR comes to life. In fact, the way we do Public Relations changes constantly as the way we consume media changes.

In the 1950s, you’d read one newspaper on the way to work every day. Now, during that same commute, you might scroll on Instagram and TikTok, click that headline your friend shared on WhatsApp, flick through 5 different news apps, listen to a podcast…the list goes on.

Put this all together, and PR doesn’t just mean media relations and traditional hits.

It’s about how you tell your brand story across many different channels to reach your target audience—from social media to influencers, long-form content and quick videos, IRL events and virtual experiences.

PR doesn’t just mean media relations and traditional hits. It’s about how you tell your brand story across many different channels.

2. Social media and news hits go hand in hand.
Social media and news media are more connected than ever. In the past 4 years, the terms "TikTok" AND "viral" or "trend" were featured in media headlines 2392.38% more. And that should 100% impact your PR strategy.

Our media friendlies have confirmed that social trends play a huge role in influencing the stories they write. Just like us, they wake up, scroll through the app. Then, they jump on up-and-coming micro-trends as they’re on the upswing.

As a brand, you need to be constantly on the lookout for emerging trends where you can offer insights, commentary, or expertise. At Praytell, we call this the Trend-to-Earned Pipeline. It’s how we get brands in front of reporters at the very moment they’re most likely to bite.

3. Media hits start with relationship building.

While making headlines is just one aspect of modern PR, the media still plays a big role in shaping perceptions of your brand. To get those hits, you need to build strong relationships with reporters—especially in the current environment.

In 2023, media layoffs surged to new heights—even past the levels we saw in the thick of the pandemic. That means the same number of brands are reaching out to far fewer reporters. Journalists are flooded with hundreds of pitches every single day.

Close, authentic relationships with reporters are the difference between a pitch being opened—and going straight to trash. Build meaningful connections by offering relevant stories, engaging assets, exclusive experiences—and, above all, a level of humanity to your pitches.

As reporters are under pressure to help drive revenue for their parent company—affiliate marketing is essential.

4. Freelancers are your friends—but success takes time.

Another impact of shrinking newsrooms is a decrease in staff writers—and a substantial uptick in freelancers.

That means freelancers are strong allies to have in your corner, but you need to be patient. Freelancers always have to run story ideas by their editors first. So allow a longer lead time to account for approvals once you’ve hooked their interest.

Working with freelancers also comes with opportunities. Freelancers have a bit more flexibility as it relates to ways they are able to engage with brands vs. publishing house editors, they’re more amenable to accepting press trips or gifted experiences from brands. All that is a recipe for more face-to-face time, stronger relationships, and more in-depth storytelling for your brand.

5. Affiliate marketing is a must.

Reporters aren’t only under water due to short-staffed newsrooms. They’re also on the hook to help drive revenue for their parent company.

Affiliate marketing programs are a big part of how they make this happen. With these programs, brands work with affiliate networks to provide product links that kick back a commission to media sites when consumers purchase through the link.

When pitching for gift guides, reviews, and product round-ups, an affiliate program can determine whether or not your brand makes the cut. Ensuring your PR team is fluent in affiliate marketing, whether it be something they handle in-house or navigate with a partner agency, is imperative.

So, PR today means many different things—and success requires being an all-rounder. Build a PR team that brings many different skills to the table. And, of course, find an agency partner that can draw together all the critical threads into a holistic, impactful PR strategy.

Let’s build the PR your brand has been waiting for. Reach out to us at hello@praytellagency.com