PR’s Role in Today’s Mediascape

Most all business depends on establishing a base of repeat customers. Reputation is everything, and engagement through public relations (PR) strategy is how you shape it.

Marketing does wonderful things for your business, from increasing brand exposure, to communicating distinctive product details, to dazzling consumers with funny ads, beautiful visuals and catchy jingles. However, if your objective is to build trust, establish credibility and even move public opinion, you must also invest in PR.

The PR discipline allows for a business to go deeper into its story, conveying its higher purpose and elevating public discourse around the brand. 

Also, people can be skeptical of advertisements, whereas PR content provides third-party validation. 

Never underestimate the power of an article that casts your organization in a favorable light or an interview segment that positions you as a thought leader in your field. It can be easy to lose sight of this, the bigger picture, when you’re focused day-to-day on actions that directly produce leads.  

PR practice is not transactional, and a quantitative return on investment can be difficult to track. You’re creating favorable conditions for business development and customer capture, and other outreach methods won’t be as successful without laying this groundwork. 

Long-term, PR is the communication strategy that gives you the most bang for your buck. 

Media coverage as a commodity is free, and stories can remain visible on internet search engines for years. Social media enables articles to circulate and continue to gain exposure long after they are published. 

The only cost associated with PR is paying the practitioner for his or her work. It’s much more than writing effective, compelling press releases and sending them out to the right people. Today’s journalist is busy and receives many, possibly hundreds, of press releases and story tips through email each week. 

You’re paying a PR professional to put in the time to build relationships with reporters. He or she must have an idea of what editors will find to be newsworthy so as to not waste reporters’ time. The approach requires a deeper understanding of the elements that lead to news coverage in an ever-growing and competitive media landscape.

If something goes wrong at your business, be it employee scandal, defective products or just everyday customer complaints, you’ll want a PR practitioner who can step in to handle communications. You can turn a bad PR moment around or make it much worse, depending on what you say — or don’t say — publicly. PR professionals are trained in crisis communications and can help your brand navigate difficult situations.  

PR practice can help a business create a positive public image and overcome roadblocks that are holding it back from greater success. If you’re interested in hearing more about Thoma Thoma’s PR services, contact Principal Martin Thoma at

Author Jennifer Joyner

More posts by Jennifer Joyner

Leave a Reply