Public relations. It has long held a reputation as an elusive industry.

PR is a bit of an all-encompassing term. It can cover everything from publicity and interviews with key members of the media to experiential events and blogging.

On the client side, you may not be privy to what goes into a public relations campaign – you just know that you want your name out there; you want to be known; you want more leads for your business.

On the agency side, skilled public relations professionals understand real and lasting results don’t come from a quick snap of the fingers. A well-defined strategy is a must. And this strategy must be supported by tactics that will produce results.

What am I saying in laymen terms? Not every public relations campaign is the same and no single tactic will generate results. A good PR plan needs to be reverse engineered based on mutually agreed upon goals. From there, your PR team can develop the best possible plan of action.

But, if you are new to the industry, or seeking to hire a public relations firm for the first time, you may not know what services you need to help your business grow.

For decades, the public relations industry as a whole has often been mistaken for media relations. In reality, the industry, and the skillsets its professionals possess is much more.

From the nation’s top PR firms to agencies in local markets throughout the United States, public relations specialists integrate communications services to drive results.


Consider the impact digital marketing and social media strategies provide from a messaging and promotional standpoint.

Not only can PR professionals place stories in influential publications, but they can also take their clients’ messages and amplify them direct to target audiences on various digital platforms.

Now, before we get ahead of ourselves and talk about the integration of PR with social media and digital marketing, let’s learn more about pr agencies and break down some key services you should consider when looking to hire a public relations firm.

What Is a PR Firm?

A PR agency is a dynamic entity, pivotal in shaping how a business is perceived in the public realm. These agencies are strategic storytellers, adept at weaving narratives that resonate with audiences and foster a strong, positive brand image.

Their role isn’t just about getting media attention; it’s about crafting a comprehensive image that appeals to customers, investors, and the community at large.

This process involves understanding a company’s ethos and translating it into compelling stories and messages that captivate and engage diverse audiences.

What Do PR Firms Do?

PR firms serve as the bridge between businesses and their audience, employing a variety of tools and strategies to ensure that a company’s message is not just heard, but also understood and embraced.

Media Coordination and Relations

PR agencies excel in media liaison, ensuring that a company’s story is told in a way that aligns with its values and objectives. They cultivate relationships with journalists and media outlets, facilitating coverage that amplifies the company’s narrative.

Events, Press Releases, Marketing Campaigns

Event planning and press release distribution are among the key offerings of PR firms. They create and manage events that showcase a company’s strengths and distribute press releases that communicate significant developments, ensuring that the brand remains in the public eye.

Digital Marketing

In the digital age, PR firms have embraced online platforms to extend their reach. They use social media, blogs, and other digital channels to engage with audiences, building a digital footprint that complements traditional media efforts.

Brand Reputation Management

One of the most critical roles of a PR agency is to manage and protect a company’s reputation. This involves monitoring public perception, addressing negative feedback, and proactively crafting narratives that reinforce a positive brand image.

Sourcing Awards Opportunities

PR firms also specialize in identifying and leveraging award opportunities. These recognitions not only enhance a brand’s prestige but also serve as powerful tools for public recognition and validation.

The Various Roles of a PR Agency

PR agencies offer a spectrum of services, each playing a crucial role in shaping a company’s public image.

Strategy Development

Remember when I mentioned reverse engineering? This is where strategy development comes in.

You must have clearly defined goals when engaging in public relations. It is too easy to get sidetracked or, worse yet, dilute your plan with unnecessary tactics. A good public relations firm will start with strategy development.

They will delve into your strengths and weaknesses, ask what makes you unique, identify the core personas you need to engage with, and, most importantly, define what success looks like to you. From there, they can use their expertise to define a communications program that will attract, engage and drive results.


This is where the age-old adage of, “it’s not what you say, but how you say it,” comes in.

This is a big part of public relations. The image you create for yourself and how you communicate this outwardly is of the utmost importance.

A good public relations team will help you define your mission, vision and, goals in an attractive and compelling way. They will take your competitors into consideration, too.

Key messages will be translated into mission statements and elevator pitches, company backgrounders, and words to best associate with the brand. This exercise is very important to media relations. More on that next.

Media Relations

Often confused with public relations as a whole, media relations is an important service PR firms offer.

It is how your company or brand engages and interacts with the media.

This is often why PR firms are sought-after.

They possess the contacts, or access thereof, to take a brand’s core messaging and turn it into compelling stories for the media to cover. The outcome of media relations is often thrilling: a feature in a lifestyle magazine or a TV interview on your local news channel.

Media relations is a very time-consuming process that requires diligence, creativity, and an understanding of how the press operates. It isn’t a quick fix, but rather an investment that pays dividends.

Content Marketing

Many publicists and PR pros got their start in the industry because they have a background in writing or are former journalists. Content marketing is an important piece of the PR puzzle because of the opportunities that owned content possess.

While media relations offers endorsements from the press, which creates credibility, content marketing creates the ability to take brand messaging and translate it into valuable pieces of content that can live on your own channels – websites, blogs, etc.

Content marketing helps promote your product or service, attracts consumers, and drives leads. In short, it is an ideal complement to media relations creates by driving authority and credibility in a client’s industry.

Social Media Marketing

Much like content marketing, social media offers a manageable platform for a PR team to grow an audience and amplify a message.

A good public relations team will look to their initial strategy and persona identification to determine the appropriate social channels by which to grow and engage an audience.

Is the target a millennial market or does it have more of a B2B focus?

These questions will help identify where and how to invest in social media to support an overall PR campaign.

Events and Experiential Marketing

Public relations is often about getting people talking about a product or service.

To do this, PR firms will look at the benefits of promotional events and experiential marketing opportunities to do just that. Festivals and events like SXSW and Art Basel are key examples of experiential marketing in action.

The benefits of engagements of this kind are varied. Brands can connect directly with consumers, grow their audience and build brand loyalty.

Influencer Relations

With the popularity of the social media landscape, media relations has grown to include outreach with social influencers. For decades, brands and businesses turned to media relations because of the credibility it builds. Today, tried and true tactics media relations tactics also translate to the social landscape and include outreach and engagement with influencers.

Reputation Management

Reputation management is pivotal in the realm of public relations.

It’s about actively shaping how the public perceives a business. A PR agency’s role here is to constantly monitor the brand’s image, swiftly addressing any issues that might tarnish its reputation.

This proactive approach ensures that the brand consistently maintains a positive standing in the eyes of its customers, investors, and the broader public.

Crisis Management

Crisis management is an area where PR agencies truly shine.

When unforeseen situations arise, these agencies become the first line of defense. They expertly handle communication strategies, work to minimize any negative impact, and play a crucial role in reconstructing the company’s image post-crisis.

Their strategic approach in these high-pressure situations is invaluable in safeguarding a brand’s reputation.

Press Releases

Press releases are a staple in the PR toolkit.

These documents, expertly crafted by PR agencies, serve as a primary method for disseminating important company news.

The aim is to ensure that each press release captures the essence of the news and reaches the right audience, effectively communicating significant developments or achievements of the company.

Speech Writing and Internal Communications

Internal communications and speech writing are as vital as external efforts. PR agencies assist in articulating a company’s message through well-crafted speeches and consistent internal communication.

This dual approach ensures that a company speaks with one voice, both inside and outside the organization, maintaining message alignment and coherence.

Market Research

Market research forms the backbone of effective public relations strategies.

PR agencies dive deep into understanding both the market and the target audience.

This research informs their strategies, allowing them to tailor their approach to meet specific audience needs and preferences, ensuring that every campaign hits its mark.


At the core of PR lies the art of copywriting. PR agencies are adept at producing diverse forms of content, each meticulously crafted to captivate and inform.

Whether it’s a press release, a blog post, or social media content, their writing aims to engage the audience and convey the brand’s message in a compelling and relatable manner.


Outreach is a crucial activity undertaken by PR agencies.

It involves extending a brand’s reach by connecting with potential partners, influencers, and media outlets.

This expansion of connections not only amplifies the brand’s presence but also opens up new avenues for visibility and impact.

Media Training

Media training is another key service offered by PR agencies.

They equip company representatives with the skills and confidence to interact with the media effectively.

This training covers aspects of public speaking, message delivery, and handling tough questions, ensuring that representatives can uphold and convey the company’s message under the spotlight.

What Is a PR Team?

A PR team is a diverse group of professionals, each contributing their unique skills and perspectives to manage a company’s public image effectively.

Who Makes Up a PR Team?

PR teams typically consist of social media experts, spokespersons, publicists, and copywriters, all working in tandem to create a cohesive and impactful PR strategy.

Social Media Specialists

These professionals harness the power of social media to amplify a company’s message, engaging with audiences and shaping public perception in the digital realm.

Business Spokesperson

A spokesperson represents the company, articulating its views and values in public forums, ensuring consistency and clarity in the company’s external communications.


Publicists are the storytellers, crafting compelling narratives that capture the essence of a company and its offerings.


Copywriters create engaging and informative content that resonates with the target audience, from press releases to social media posts.


Your role in a PR team can vary, but your contribution is vital in ensuring that the overall PR strategy is effective and aligns with the company’s goals.

Can PR Be Done In-House?

While in-house PR is feasible, it often lacks the broad expertise and resources of a dedicated PR agency, which brings specialized knowledge and a wide network of media contacts.

6 Things a PR Agency Can Do For You and Your Business

  1. Build Relationships and Fans for Life: PR agencies excel in creating and maintaining strong relationships between a brand and its audience.
  2. Teach You to Say “This”… Not “That!”: They provide guidance on messaging, ensuring clarity and effectiveness in communication.
  3. Spread Your Genius Around: PR agencies help in amplifying a company’s message, extending its reach and influence.
  4. Dominate the Conference World: They assist in making a company’s presence felt in industry events and conferences, enhancing its profile and network.
  5. Optimize Your Message: Refining and tailoring a company’s message for maximum impact is a key service provided by PR agencies.
  6. Reach Your Business Dreams: Ultimately, PR agencies contribute significantly to achieving a company’s business goals and aspirations.

How a PR Agency Elevates Your Business Goals

PR agencies aren’t just about managing communications; they’re catalysts for business growth. Here’s how they transform your business landscape:

  1. Creating Lifelong Advocates: More than just building relationships, PR agencies turn your audience into passionate advocates for your brand.
  2. Crafting the Right Message: They help you navigate the complexities of corporate communication, ensuring your messaging hits the mark every time.
  3. Amplifying Your Brand’s Voice: PR agencies don’t just spread your message; they amplify it, making sure it’s heard far and wide.
  4. Making a Mark in Industry Events: They place you at the forefront of industry events and conferences, establishing your company as a thought leader.
  5. Sharpening Your Brand’s Narrative: PR experts fine-tune your brand’s narrative, ensuring it resonates deeply with your target audience.
  6. Realizing Your Business Vision: PR agencies are instrumental in helping you achieve your overarching business objectives and vision.

Types of Public Relations Firms

Understanding the different types of PR firms can help you choose the right one for your business needs.

  1. General Strategic Communication Firms: These firms offer a wide range of communication services, suitable for businesses seeking a comprehensive approach.
  2. Press Communication Specialists: Focused on media relations, these firms are experts in getting your news in front of the right eyes.
  3. Crisis Management Experts: Specializing in damage control, they protect and restore your brand’s reputation during critical times.
  4. Internal Communication Consultants: These firms focus on strengthening your internal messaging, fostering a strong company culture.
  5. Community Management Agencies: They engage with and manage the community around your brand, building a loyal customer base.
  6. Nonprofit Public Relations Firms: Tailored for nonprofit organizations, these firms understand the unique challenges and opportunities in this sector.
  7. Public Affairs Consultants: Focusing on the intersection of business and government, these firms navigate public policies and governmental relations.

How to Hire a PR Firm/Agency

Finding the right PR firm is a strategic decision that can significantly impact your business.

  1. Define Your Goals: Clearly articulating your objectives is the first step in finding a PR firm that aligns with your business needs.
  2. Determine Your Budget: Understanding your financial limits helps in selecting an agency that offers the best value for your investment.
  3. Conduct Thorough Research: Look for firms with a proven track record in your industry or with your specific communication needs.
  4. Prepare Key Questions: Having a list of questions ready for potential firms can help you assess their capabilities and fit.
  5. Schedule Consultations: Meeting with potential firms gives you a sense of their approach and how they would handle your account.
  6. Clarify Expectations: Discussing your expectations upfront ensures that both parties are on the same page from the start.
  7. Plan for Integration: Smoothly integrating the PR firm into your existing operations is crucial for a successful partnership.

Questions to Ask a PR Firm, Agency, or Rep

When interviewing potential PR firms, consider asking these revised and additional questions to get a comprehensive understanding of their services:

  1. “Which sectors do you primarily focus on?”
  2. “What strategies do you use to secure media coverage for clients?”
  3. “How do you define and measure PR success?”
  4. “What is your approach to integrating with our existing marketing initiatives?”
  5. “What does the initial engagement period look like?”
  6. “Could you explain your fee structure?”
  7. “May I see examples of your work in our industry?”
  8. “Is it possible to speak with some of your past clients?”
  9. “Does your team have expertise in marketing and sales?”
  10. “Who will be our main points of contact in your team?”
  11. “How does your agency plan to grow alongside our business?”

Final Thoughts

In today’s fast-paced and ever-evolving business landscape, a PR agency is not just a service provider but a strategic partner that plays a crucial role in shaping and maintaining a company’s public image.

Whether it’s managing crisis situations, crafting compelling press releases, enhancing digital presence, or orchestrating impactful marketing campaigns, PR agencies bring a wealth of expertise and resources to the table.

The decision to partner with a PR agency should be guided by careful consideration of your company’s specific needs, goals, and budget.

Remember, the right PR agency can not only elevate your brand’s visibility and reputation but also contribute significantly to achieving your business objectives.

When selecting a PR firm, focus on finding one that aligns with your company’s culture and values, has a proven track record in your industry, and demonstrates a clear understanding of your business goals.

The synergy between your company and your chosen PR agency will lay the groundwork for a successful and fruitful partnership.

In summary, investing in a PR agency is an investment in your brand’s future.

With their expertise and guidance, you can navigate the complexities of public perception, build lasting relationships with your audience, and carve out a distinctive and positive space for your brand in the marketplace.

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