Businesses of all sizes work towards establishing a strong brand while maintaining a positive public image. One aspect of achieving this lies in effective communication with your audience, and often you may need help achieving this. So you may ask yourself, “what does a PR agency do, and why should I consider hiring one?”
Contrary to what some may believe, a PR agency doesn’t just about churn out press releases or put a spin on things.
So, what does a PR agency do? A good PR firm crafts strategic narratives, builds relationships with media outlets and influencers, and manages your brand’s reputation. They’re the architects of your brand’s story, working to shape how the world and your customer sees you.
Decoding the Enigma: What Does a PR Agency Do?
One of the core tasks of PR agencies is crafting compelling narratives that resonate with your target audience. Think of them as professional storytellers, digging deep into your brand’s identity to uncover those unique nuggets of information that capture attention.
They are experts at finding interesting angles and presenting them in a way that’s both authentic and engaging.
Media Relations: Building Bridges, Securing Coverage
A significant chunk of what a PR agency does involves building and nurturing relationships with journalists and media outlets. Your PR team is the liaison between your brand and those with the power to get your message to a broader audience. A primary aspect of their job is to pitch story ideas, arrange interviews, and secure story placements in relevant publications and platforms.
Crisis Management: Navigating the Storm
Not everything always goes according to plan, and businesses often face unforeseen events that threaten their reputation. In these situations, PR agencies are crucial, serving as your first line of defense.
Data shows that a whopping 69% of leaders have experienced at least one corporate crisis in recent years. A competent PR firm will have crisis communication protocols ready, enabling them to respond swiftly and effectively to mitigate damage and protect your brand’s image.
Reputation Management: Building Trust
Your brand’s reputation needs constant care and attention to flourish. This involves actively listening to public sentiment (especially on social media platforms like Facebook, Instagram, and X), addressing negative feedback constructively, and consistently highlighting your brand’s positive attributes and accomplishments.
If done well, your PR firm will proactively manage the narrative surrounding your business to foster trust and credibility among your customers.
Managing public opinion, especially when dealing with negative publicity, is critical because information travels quickly and you’ll want to get ahead of it to maintain a positive image.
Key Takeaway:
Event Planning
Events are always part of a PR agency’s overall strategy. A good PR firm knows its way around event planning – and more importantly, how to make that event raise brand awareness through earned media.
Events, including trade shows and conferences, present more than just an opportunity to distribute press releases. Events are the perfect backdrop for a product launch, press conferences, podcast participation, meet & greets with influencers, and a host of other public relations activities.
And, the timing is also good for any necessary crisis management activities for companies that need to course correct from negative press.
Social Media & Influencer Outreach
Social media plays a critical role in shaping public perception. PR agencies typically are involved in crafting and implementing social media strategies to connect with target demographics, manage online communities, and engage influencers to extend brand reach.
For example, a well-executed social media campaign might feature authentic stories, eye-catching visuals, and collaborations with influencers who align with your values – all aimed at generating positive buzz and amplifying your message. These are tactics included in most PR campaigns today.
Why Do Businesses Opt for PR Agencies?
So, considering all these aspects of “what does a PR agency do,” why might a business choose to work with one? What are the benefits of good PR and how can they effectively build credibility?
Strategic Guidance and Industry Expertise
Experienced PR agencies possess a deep understanding of media landscapes, evolving communication trends, and effective storytelling strategies. They bring invaluable knowledge and experience to the table, serving as strategic advisors and helping your brand navigate complex communication challenges effectively.
Public relations agencies typically have a deep understanding of editorial standards and what it takes to get your brand’s story picked up by the media. Public relations networks such as the Public Relations Society of America are great places for PR agencies to network with one another and further their knowledge.
Access to a Vast Network
One of the significant advantages of hiring a PR agency is gaining access to its vast network of media contacts, journalists, and influencers. This existing network can prove incredibly valuable when it comes to securing media coverage, particularly for startups or smaller companies.
Building these relationships from scratch can take time – time that aPR agency can potentially shave off. Building these beneficial relationships with the media can help get more eyes on your content through earned media and reach your target audience more effectively. This one method used to earn media coverage.
Objective Perspective
It’s easy to be blinded by our closeness to our brands. An outside perspective from an experienced PR firm can provide valuable, unbiased insights and a fresh set of eyes on your brand’s messaging, target audience, and overall communication strategy.
A good PR agency will work with you as a strategic partner to create a tailored PR plan that aligns with your business goals, whether to increase brand awareness, generate leads, or launch a new product.
Conclusion
So, to wrap things up – what does a PR agency do? Ultimately, it’s all about crafting and controlling your brand’s story. It’s about shaping perceptions and ensuring your message cuts through the noise and reaches the right ears.
By working strategically and ethically with a skilled and knowledgeable team, PR can serve as a powerful engine for business growth and create lasting success and is a great addition to your marketing team.
Looking for help with PR — including strategy, media relations, content marketing and analyst relations? Mercury Global Partners is an award-winning PR firm focused on emerging tech. Get in touch at hello@wearemgp.com to discuss your PR needs and goals.
