What Is PR? Why Public Relations Still Matters for Your Business
Quick answer: PR (public relations) is getting trusted outside sources, like magazines, TV shows, and popular websites, to talk about your business. It matters because people trust those recommendations more than ads. PR works best alongside marketing, which spreads that trust even further.
Let's be honest: "PR" is one of those terms everyone nods along to, but most people couldn't explain it at a dinner party. So let's clear it up, no fancy vocabulary required.
So, what is PR?
PR stands for public relations. In plain English, it's getting other people to talk about you.
Think of it this way. An ad is you saying, "Our product is amazing!" PR is a magazine editor, a TV host, or a popular blogger saying, "This product is amazing." Same message, very different level of trust.
That third-party stamp of approval is called earned media, because you earn it instead of paying for it. When a publicist pitches your brand to a writer and that writer decides to feature you, that's PR doing its job.
Why does it matter?
Because people trust people more than they trust ads. We all scroll right past sponsored posts. But when a trusted outlet recommends something? We screenshot it, send it to the group chat, and add it to cart.
PR helps your brand:
Build trust fast. A feature in a publication people already read tells them you're the real deal.
Reach new customers. Every feature puts you in front of an audience you didn't have yesterday.
Get bragging rights. "As seen in" logos on your website, emails, and packaging make everything else you do more convincing.
Show up in search. Articles about you help you appear when people look you up online.
How PR and marketing work together
Here's where people get mixed up. PR and marketing aren't competitors. They're teammates.
Marketing is everything you control: your ads, emails, social posts, and website. PR is what others say about you. One gets your message out. The other makes people believe it.
Picture this. A popular website includes your product in a holiday gift guide. Readers click through to your site. Some buy right away. Others leave, but then they see your ad later that week (retargeting: showing ads to people who already visited your site). A few sign up for your emails and buy the following month. Then you add "As seen in" to every ad you run.
That one article just powered your whole marketing machine. Without marketing, the buzz fades in a few days. Without PR, your ads have nothing impressive to say. Together? That's when things really start moving.
Is PR still relevant?
Yes, maybe more than ever. A few reasons:
People are tired of ads. They want recommendations from sources they trust.
AI is changing how people search. Tools like ChatGPT and Google's AI answers pull information from trusted websites and publications. If credible outlets mention you, you're more likely to show up in those answers.
Shopping and media are now connected. Many of those "best of" lists and gift guides include links straight to the product. A good feature can lead directly to sales.
Credibility never goes out of style. Trends change. Trust doesn't.
Is PR right for you right now?
Not always, and that's okay. PR works best when your product is easy to buy online, you have a clear story to tell, and you can send samples to editors. It also takes a few months to build momentum.
If you're not quite there yet, starting with marketing (like building your email list or improving your website) gets everything ready so PR can really pay off later.
PR FAQs
What does PR stand for?
PR stands for public relations. It's how a business builds its reputation through media coverage, partnerships, and its relationship with the public.
What's the difference between PR and marketing?
Marketing is what you say about yourself, like ads, emails, and social posts. PR is what others say about you, like a magazine feature or a TV segment. They work best together.
Is PR the same as advertising?
No. You pay for ads, and you control what they say. PR coverage is earned: a writer or producer decides to feature you because your story is interesting to their audience.
How long does PR take to work?
Usually a few months. Pitching takes time, and many outlets plan stories well in advance. Holiday gift guides, for example, are often planned months ahead.
Can a small business do PR?
Yes. Local news, neighborhood magazines, "Best Of" lists, and niche blogs are all great places for smaller brands to start.
Keep reading
Want to know how your business shows up in search and AI? Ask Everything Branding about an AI Visibility Audit.
About Everything Branding: Everything Branding is an Inc. 5000 marketing and PR agency that helps brands and local businesses grow, from DTC products to restaurants, retailers, franchises, services (spas, gyms, salons, studios), and grocery businesses. Our team handles PR, email and SMS, social media, paid ads, SEO, branding, events, and more, all under one roof.
Visit everythingbranding.com or follow us on Instagram at @everythingbranding.
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