What is Public Relations (PR)?
Good public relations manages perceptions. In other words, it shapes how audiences perceive you, your company, its products and services, and its leaders.
How does PR work?
Think of PR as creating awareness through third-party validation. Unlike advertising, which tells people what to think, PR earns recognition from others. That might include reporters, investors, analysts, customers, employees or influencers. Unlike people who are paid to endorse something, these groups are independent, giving more credibility to their thoughts and reviews..
Why does PR matter?
Public relations is one of the most powerful, yet misunderstood, marketing tools in the business world. When done right, PR creates strategic awareness, builds credibility through trusted voices, and drives measurable action toward goals.
PR vs. Advertising vs. Social Media
Here’s the difference in plain terms:
- Advertising: You pay for space to deliver your message.
- Social Media: You speak directly to people who already follow you.
- Public Relations: You earn recognition from independent third parties.
That “earned” part is what sets PR apart from other marketing efforts. When coverage comes from independent channels, it carries more weight. In fact, a 2019 study by the Institute for Public Relations found that people see earned media as more trustworthy than advertising or information companies share about themselves.
The Marketing Umbrella
PR is one component of marketing and should not replace the others. Often it works best as part of a larger marketing plan that might also include advertising, direct marketing, and sales.
To better understand the difference between PR and marketing, it’s helpful to learn about the “Four Ps” : Product, Price, Place, and Promotion. While marketing focuses on all 4, PR fits under that last “P” – Promotion. It’s one of the tools that can be used to ensure marketing messages get independent validation.
How PR Generates Positive Public Perception
Effective PR comes from five essential actions:
- Establishes credibility – third-party validation is critical.
- Shares clear messaging – people need to know what you do and why it matters to them.
- Remains active – PR is not a one-and-done effort; it requires consistent activity.
- Floods the zone – PR reaches across different channels to build momentum.
- Offers value – it provides education, insights, and other information that audiences want.
What Makes Something Newsworthy?
Every company has the potential to tell a compelling story, the key is knowing which ones will resonate most with the media. At Lightspeed PR, we use the Three I’s framework to guide that process: If your company has at least one of the 3, we can almost always find a way to get you news coverage.
- Is your story about an Innovation?: introducing something new, disruptive, or better than what exists.
- Does it have Impact?: in other words, has it created meaningful change? (e.g. shifting market share, improving lives, or influencing your industry?)
- Do your leaders have unique Insight?: expertise or thought leadership that adds a valuable perspective.
Effective PR should include
1. Key Message Development
Clarity is everything. Before you can pitch to the media, you need to answer:
- What problem does your company or product solve?
- How is it different?
- Why are you the right company to deliver it?
2. Competitive Communications Strategy
Reporters always ask, “Why does this matter compared to what already exists?” That’s why every PR plan includes a roadmap rooted in competitive positioning, highlighting how you stand out, the problem you solve, and what makes you different.
3. Media Relations
The reason companies hire PR professionals is because we know what reporters care about. We maintain relationships, understand beats, and pitch stories that align with what journalists want to cover, not what a brand wishes they would.
4. Non-Traditional Media Relations
Coverage is not just traditional news outlets anymore. Earned attention can come from digital publications, podcasts, influencers, or niche industry platforms.
5. Influencing the News
The best PR programs don’t wait for opportunities; they create them. That means monitoring trends and inserting expert insight at the right moment. Reporters rely on credible voices to explain why something matters, and PR teams make sure you’re one of those voices.
6. Create Assets
Reporters need usable material. Leadership bios, contributed articles, customer stories, product fact sheets, and a polished press kit. These assets make your story easier to cover.
7. Media Training
Even the sharpest executives benefit from preparation. Media training equips spokespeople to deliver key messages, handle challenging questions, and effectively manage the narrative in interviews.
8. Executive Communications
PR also elevates leaders. Speaking opportunities, award nominations, and bylined thought pieces position executives as authoritative voices in their industry. This can be an essential step in building trust and visibility over time.When these elements work together, PR becomes a long-term program that builds awareness, trust, and influence where and when it matters most.
The Route to Coverage: Stairs vs. Elevator
PR is a journey, and most companies build visibility step by step. This is what we call “taking the stairs.” Often that means gaining news coverage in smaller outlets to start with. That lays a strong foundation, with each placement adding momentum. Over time, those wins accumulate and lead to more significant opportunities with top-tier media.
Rarely, our clients are able to skip the stairs and take the “elevator”. They have a good enough story and established credibility to go straight to national news. Either way, a steady climb up creates credibility, influence, and a lasting impact.
Timing: When Will We See Results?
PR is a long game. Unlike advertising, which can deliver results on a set schedule, , PR builds over time.
However, improvements are often seen right away. Those include better messaging, more clarity, and sharper positioning. Bigger results, such as consistent media coverage or a reputation change, typically emerge over two to four months.
The Bottom Line
PR works when it’s consistent, credible, and tied to a unique story. With the right strategy, it builds awareness, trust, and influence. If you’re ready to see what that looks like for your brand, let’s talk.
Public Relations 101 FAQs
What is public relations?
PR is about creating the right kind of awareness through trustworthy advocates to drive action and achieve your business goals.
What’s the difference between PR and advertising?
Advertising is a paid placement where the purchaser controls the message. PR is earned attention. Messages are pitched and reported on by media, analysts and others whose voices carry more weight than a paid placement. For a deeper dive, check out our What’s the Difference Between PR and Advertising? Guide.
How is PR different from social media?
Social media is a direct channel with followers, whereas PR gains validation from earned and independent sources, such as journalists and industry leaders.
Where does PR fit in marketing?
PR sits under Promotion in the “Four P’s” of marketing (Product, Price, Place, Promotion). It ensures your message gets outside validation.
What are the Four P’s of marketing?
The Four P’s are Product, Price, Place, and Promotion—the classic building blocks of marketing strategy. Download our Understanding the Four P’s Guide to see how you can put them to work in your PR program.
What makes something newsworthy?
At Lightspeed PR/M, a story is considered newsworthy if it demonstrates Innovation, Impact, or Insight; the Three I’s. This framework enables us to quickly determine whether the media will be interested and how to craft the story to garner attention. Want to test your own story? Use our Three I’s Worksheet to find the core value and craft a message that reporters will notice.
What are common PR tactics?
Media relations, thought leadership, events, executive content, and crisis or reputation management are some core PR tools.
How does PR build positive perception?
PR establishes credibility, shares clear messaging, remains active, floods the zone across channels, and offers value to audiences.
How quickly can I expect to see PR results?
Initial results of a PR partnership include sharper messaging and consistent strategies. Bigger outcomes, such as steady media coverage, usually take two to four months.
What is the “stairs vs. elevator” analogy in PR?
Most companies use the staircase approach when starting with PR. That is, they earn coverage with smaller outlets before moving up to top-tier media. It’s usually only groundbreaking stories and established brands that can take the “elevator” to national coverage.
How much does PR cost?
PR budgets vary depending on your goals. Smaller companies may choose to start with PR freelancers, while larger programs often need the resources of a whole agency team. To get a realistic estimate for your needs, try our PR Budget Quiz.
Is PR worth the investment?
Yes. Unlike advertising, PR builds credibility and trust. It takes longer to see results, but once momentum builds, the payoff compounds over time through awareness, reputation, and measurable business growth.