What Do Public Relations Firms Do? 

In our ongoing “back-to-basics” blog series defining public relations and investor relations, this post dives into the essential functions of PR agencies and the value they bring to clients.

At its core, a public relations firm helps businesses, brands and organizations shape their reputations and build relationships with diverse audiences—including consumers, customers, partners, investors, and legislators, among others.

Public relations services can vary widely depending on the client, objectives and budget. Below are some common tasks that PR firms typically handle:

  • Key Messaging: Developing central talking points that guide all communications with specific audiences. Each stakeholder group receives tailored messaging.
  • Media Relations: Securing positive media coverage through press releases, media pitches and by fostering relationships with journalists and media outlets.
  • Media and Presentation Training: Coaching individuals to effectively communicate with the media or deliver a presentation through specialized on-camera training, coaching and analysis.
  • Brand Building: Monitoring public opinion and sentiment and working to enhance or repair client reputations through proactive communication strategies.
  • Analyst Relations: Connecting clients with industry analysts to gain valuable endorsements, improved market perception and increased trust from potential customers, investors and partners.
  • Crisis Management: Navigating crises by managing communications among all stakeholder groups during challenging times to protect an organization’s reputation and minimize negative impact.
  • Digital PR and SEO: Creating and managing content for digital platforms like social media, blogs and websites to engage with audiences, while using SEO strategies to increase visibility and engagement.
  • Event Marketing: Organizing product or service launches, press conferences and promotional activities to help generate positive publicity and engage with target audiences.
  • Internal Communications: Developing communication strategies to ensure consistent messaging and alignment among employees, executives and other internal stakeholders.
  • Influencer Marketing: Identifying and collaborating with third-party spokespeople and thought leaders to help amplify a client’s message and reach target audiences.

Overall, PR firms play a crucial role in helping businesses and organizations manage their public image, navigate challenges and build strong relationships with their stakeholders.

George Medici, gmedici@pondel.com