You’ve accomplished something significant, but is your public profile reflecting the true scale of your success? If you feel like your message isn’t reaching the audience it deserves, it’s likely time to consider a more structured approach to your communications. This is precisely what public relations services are designed for. A PR strategy moves you from hoping for visibility to actively creating it. It involves shaping your story, building media relationships, and securing features that establish you as a leader. Let’s explore what these services include and how they can help you take control of your narrative.
Key Takeaways
- PR Builds Earned Credibility: Unlike advertising, which you pay for, public relations earns you media features through compelling storytelling. This third-party validation builds a level of trust and authority that paid placements can’t replicate.
- Find a Partner, Not Just a Vendor: The right PR agency acts as an extension of your team, so look for one with proven experience in your niche. A successful partnership depends on a clear scope of services and a communication style that aligns with your brand.
- Measure What Matters for Growth: Track the real-world impact of your PR by monitoring key metrics like website referral traffic, high-quality backlinks, and media sentiment. This data allows you to connect your media presence directly to business goals and refine your strategy.
What Are Public Relations Services?
Let’s start with the basics. At its core, public relations is all about managing your story and how the world sees you. It’s the art and science of shaping public perception. Think of it as having a professional storyteller on your team, someone who strategically shares information to build a positive, authentic image for you or your company. This isn’t about spinning facts; it’s about highlighting the truth of your brand, your mission, and your expertise in a way that resonates with the people who matter most—your customers, partners, and audience. It involves everything from writing compelling press releases to managing your social media presence, all with the goal of building a strong, trusted reputation.
What PR Does (and Why It Matters)
So, what does a PR team actually do all day? A great PR agency acts as your reputation manager. They handle the essential tasks that get your story in front of the right people. This includes crafting press releases that journalists actually want to read, fielding media inquiries, and preparing you for interviews so you can shine. Public Relations Specialists also keep an eye on what people are saying about you online and in the press. For a CEO or author, this is crucial. A strong public image isn’t just a vanity metric; it directly impacts your credibility, builds trust with your audience, and ultimately supports your business goals. It’s what separates a recognized expert from just another voice in the crowd.
How PR Shapes Your Brand’s Story
Beyond press mentions, effective PR is about building genuine relationships and trust. It’s a long-term strategy for telling your brand’s story consistently and compellingly. A well-planned PR campaign helps you connect with new audiences, strengthen your brand’s authority, and make your message stick. This process involves more than just sending out emails; it’s about curating powerful narratives and developing focused pitches that capture media attention. When you share your story effectively, you’re not just getting coverage—you’re building a community around your brand and creating a legacy that lasts.
Why Invest in Public Relations?
As a leader, author, or entrepreneur, you’ve built something meaningful. But building a great company or writing a powerful book is only half the battle. The other half is shaping how the world sees it—and you. This is where public relations comes in. Investing in PR isn’t just about getting your name in the headlines; it’s a strategic decision to take control of your narrative, build lasting credibility, and forge a direct connection with the people who matter most to your success.
Think of PR as the architecture of your public identity. It’s the thoughtful, deliberate process of building and maintaining a positive reputation. While marketing and advertising shout, PR persuades. It earns trust through authentic storytelling and third-party validation, creating a foundation of credibility that paid ads simply can’t buy. Whether you’re looking to establish yourself as a thought leader, protect your brand from potential crises, or simply ensure your message reaches the right audience, a solid PR strategy is essential. It helps you move from being just another name in the industry to becoming the go-to authority people trust and admire.
Build and Protect Your Reputation
Your reputation is your most valuable professional asset. It’s the sum of every interaction, every piece of content, and every public mention associated with your name. A PR team acts as the dedicated guardian of that reputation. They work proactively to build a positive public image that aligns with your core values and business goals. This isn’t just about damage control; it’s about consistently building bridges between you and the public. By managing your story and highlighting your strengths, a PR agency ensures that your reputation is not only protected but also actively working to support your long-term vision. The Leverage with Media team specializes in this kind of personalized reputation management.
Increase Your Visibility and Credibility
Getting noticed is one thing; being respected is another. Public relations is uniquely powerful because it focuses on earned media—getting you featured in reputable outlets because your story is newsworthy. When a trusted publication or broadcast program features you, it serves as a powerful endorsement. This third-party validation builds a level of credibility that is difficult to achieve through advertising alone. A strategic PR campaign has clear goals, whether it’s reaching new markets or building brand trust. By securing these placements, you’re not just increasing brand awareness; you’re cementing your status as an expert in your field. You can see examples of how this works by looking at recent client press.
Manage a Crisis with Confidence
In a world of instant information, a crisis can emerge without warning. How you respond in those first few hours can define your brand for years to come. Having a PR team in your corner is like having reputation insurance. A good agency doesn’t just react to crises; it helps prevent them by anticipating potential issues and developing a response plan ahead of time. If a difficult situation does arise, they step in to manage communications, correct misinformation, and guide you through the storm with a steady hand. This professional crisis management is vital for maintaining the trust you’ve worked so hard to build with your audience and stakeholders.
Connect with Your Audience and Partners
Ultimately, PR is about building relationships. It’s the art of telling your story in a way that resonates deeply with your target audience, turning passive observers into loyal advocates. PR professionals use a variety of tools—from compelling press releases to securing high-profile interviews—to shape public opinion and open doors. This helps you connect not only with customers but also with potential investors, partners, and industry peers. By consistently sharing your message and values, you create a strong, authentic narrative that people can connect with. If you’re ready to build a more powerful connection with your audience, you can book a consultation to discuss your goals.
What Do PR Services Include?
When you partner with a public relations agency, you’re not just buying press releases. You’re investing in a comprehensive strategy to shape, share, and safeguard your story. Think of your PR team as the architects of your public persona. They work behind the scenes to build a strong foundation for your reputation, ensuring every piece of communication aligns with your goals. From securing high-profile media features to preparing you for critical conversations, a full suite of PR services works together to amplify your voice and solidify your standing as a leader in your field.
The right PR strategy is tailored to you. Whether you’re a CEO launching a new venture or an author sharing a powerful message, the services you need will be unique. A great agency doesn’t offer a one-size-fits-all solution; instead, they provide a mix of services designed to achieve your specific objectives. Let’s break down the key components you’ll typically find in a PR agency’s toolkit and how each one contributes to building a powerful brand.
Media Relations and Press Features
At its core, media relations is about building relationships. Your PR team connects with the right journalists, editors, and producers who can tell your story to a broad audience. This isn’t about sending out mass emails; it’s a targeted effort to find the perfect outlet and angle for your message. The goal is to secure earned media placements—meaning authentic features you don’t pay for—in outlets like Forbes, The New York Times, or your favorite industry podcast. These placements act as powerful third-party endorsements, giving you credibility that advertising simply can’t buy. Our client results show just how impactful the right feature can be.
Strategic Content Creation
Every word you publish contributes to your brand’s narrative, and a PR agency ensures that story is compelling and consistent. Strategic content creation involves writing the essential materials that support your media outreach and define your public voice. This includes crafting persuasive press releases, developing comprehensive media kits, writing insightful bylined articles, and even scripting speeches for key events. By managing your brand’s messaging from the ground up, your PR team makes sure you always sound like you, whether you’re on a podcast, in print, or on stage.
Social Media Strategy
While a PR firm typically won’t manage your daily posts, they will develop a high-level social media strategy that supports your broader goals. This involves using platforms like LinkedIn and X (formerly Twitter) to connect with journalists, share major press wins, and monitor conversations within your industry. It’s a strategic use of social media focused on reputation management and network building, not just content scheduling. This approach ensures your social presence amplifies your media features and reinforces your position as an expert, turning your profiles into a portfolio of your recent press and accomplishments.
Event Planning and Promotion
Events are a powerful way to create buzz and foster direct connections with your audience, the media, and key stakeholders. A PR agency can handle the planning and promotion of events that put you in the spotlight. For an author, this might be a book launch party that attracts media attention. For a CEO, it could be securing a speaking slot at a major industry conference or hosting an exclusive roundtable for journalists. These experiences create memorable moments that generate positive press and strengthen your relationships far more than a simple email ever could.
Crisis Communication Plans
Your reputation is your most valuable asset, and a crisis can threaten it in an instant. A key PR service is developing a crisis communication plan before you need one. Your team will identify potential vulnerabilities and create a clear protocol for responding quickly and effectively. If a crisis does occur, your PR agency steps in to manage the situation, control the narrative, and protect your public image. Having an experienced PR team in your corner provides the peace of mind that you’re prepared for any challenge that comes your way.
Establish Yourself as a Thought Leader
Being a thought leader means you’re the go-to expert everyone turns to for insight. PR is the engine that drives this positioning. Your agency will work to establish you as an authority by creating content like data-driven articles and securing opportunities for you to share your expertise. This could mean placing your bylined articles in top trade publications, booking you as a guest on influential podcasts, or positioning you as a source for journalists covering your industry. This service is essential for building a legacy of influence and credibility, which is a cornerstone of our agency’s philosophy.
Influencer and Creator Partnerships
Modern PR extends beyond traditional media to include strategic partnerships with influencers and content creators. These collaborations can introduce your brand to new, highly engaged audiences in a way that feels authentic and trustworthy. Your PR team will identify creators whose values and followers align with your brand, then build relationships that lead to meaningful promotions. This isn’t about one-off sponsored posts; it’s about co-creating content, participating in joint events, or forming long-term ambassador programs that build genuine brand affinity and expand your reach.
PR, Marketing, and Advertising: What’s the Difference?
It’s easy to see why people use the terms public relations, marketing, and advertising interchangeably. They all aim to put your brand in front of the right people and drive growth. But they operate in very different ways, and understanding those differences is key to building a powerful brand strategy. Think of it as a toolkit: each tool has a specific job, but they work together to build the final product.
Advertising is the most straightforward: it’s paid media. You pay for ad space on a billboard, a social media platform, or a TV commercial to get a specific, controlled message to a target audience. Marketing is the broader framework that encompasses all the activities you use to promote and sell your services or products, including market research, content creation, and advertising.
Public relations, however, is different. It focuses on earning media coverage and building a positive public image through strategic communication. Instead of paying for a spot, you earn it by having a compelling story to tell. This earned credibility is what makes PR a unique and essential part of any successful founder’s or author’s platform. When these three functions are aligned, they create a cohesive and powerful brand presence that not only reaches but also resonates with your audience.
What Makes PR Different?
The core difference between PR and advertising lies in the concept of “earned” versus “paid” media. With advertising, you pay for placement, giving you full control over the message. With public relations, you earn media coverage by building relationships with journalists and sharing a newsworthy story. This distinction is crucial because a feature in a respected publication or a segment on a popular podcast provides third-party validation that an ad simply can’t buy.
This earned credibility is the magic of PR. It’s the result of carefully crafting a narrative that resonates with both the media and your audience. It’s not about just pushing a product; it’s about sharing your expertise, your mission, and your unique perspective. This approach builds trust and positions you as a thought leader, making your brand more memorable and respected in your industry.
How PR Works with Your Marketing Efforts
PR shouldn’t operate in a silo. It’s a powerful engine that works with your overall marketing strategy to build and sustain brand awareness. While marketing might focus on direct sales funnels and conversions, PR lays the groundwork by building the reputation and credibility that makes those marketing efforts more effective. A strong PR strategy ensures your brand is seen as trustworthy and authoritative, which can make a huge difference in a crowded market.
Think of how a positive news article can be repurposed. That media feature becomes a powerful asset you can share in your email newsletters, on your social media channels, and on your website. The client results from a successful PR campaign provide the social proof that strengthens your marketing messages. By integrating PR, you ensure your brand’s story is told consistently and credibly across every channel, creating a seamless experience for your audience.
How to Choose the Right PR Agency
Finding the right PR agency is less like hiring a vendor and more like bringing on a strategic partner. This is the team you’ll trust to shape your public narrative, manage your reputation, and connect you with the world. The goal isn’t just to hire a firm that can send out press releases; it’s to find a partner who understands your vision, believes in your story, and has the expertise to get it in front of the right people.
A great PR agency becomes an extension of your own team. They should be proactive, deeply invested in your success, and aligned with your long-term goals. When you find the right fit, the collaboration feels seamless, and the results speak for themselves. But how do you get there? It starts with asking the right questions and knowing what to look for. Let’s walk through the key factors to consider so you can find a partner who will help you achieve your goals.
Look at Their Experience and Niche
Not all PR is the same. An agency that excels at launching consumer products might not have the right contacts or strategy to position a CEO as a thought leader. That’s why it’s so important to find an agency with experience in your specific industry or with clients like you. An agency that understands your business can offer tailored strategies that address your unique challenges and opportunities. Look for a team that speaks your language and already has relationships with the media outlets and journalists who matter most to your brand. Check out the agency’s team to see if their background aligns with your needs.
Review Their Client Results and Testimonials
The proof is in the press clippings. Before you sign a contract, take a close look at an agency’s track record. A reputable firm will be proud to share its successes. Ask to see case studies, testimonials, and examples of recent media placements for clients similar to you. Reviewing a portfolio of client results gives you valuable insight into their capabilities and whether they can deliver on their promises. Look for tangible outcomes that align with your goals, whether that’s securing features in top-tier publications, landing podcast interviews, or placing bylined articles.
Understand Their Service Packages
Public relations is a broad field, and every agency structures its offerings differently. It’s essential to get clear on exactly what you’re paying for. Do their services focus on media relations, or do they also include strategic content creation, social media management, or crisis communication planning? A great agency will offer clear service packages that outline exactly what’s included. This transparency helps you ensure their services match your specific needs and budget, so there are no surprises down the road. Be sure to ask how they tailor these services to individual client goals.
Find the Right Communication Style and Fit
This might be the most important factor of all. Your PR team will be your closest collaborator in managing your reputation, so you need to find people you genuinely connect with and trust. PR professionals are expert storytellers and reputation managers, so it’s crucial to find an agency whose communication style resonates with your brand’s voice and values. Do they feel like a true partner? Are they responsive, transparent, and proactive? The best way to gauge this is to book a discovery call and have a real conversation. Trust your gut—the right relationship will feel right from the start.
What to Expect from a PR Investment
Thinking about PR as an investment is the right mindset. It’s not just another line item on your budget; it’s a strategic move to build long-term value for your brand. But what does that investment actually look like? The cost of public relations can vary widely, but understanding the factors that shape the price will help you find a partner and a plan that fits your goals. Let’s break down what you can expect when you decide to put money behind your message.
Common PR Pricing Models
Most PR agencies structure their fees in one of three ways: monthly retainers, project-based fees, or hourly rates. A monthly retainer is the most common model for ongoing PR support, where you pay a set fee each month for a defined scope of services. These often start around $2,000 and can go much higher depending on the agency and scope. Project-based fees are perfect for a specific goal, like a book launch or a major announcement, where you pay a flat fee for that single project. Finally, some consultants charge hourly rates, which can range from $100 to over $500, for specific tasks or strategic advice. At Leverage with Media, we offer clear service packages so you know exactly what you’re investing in from day one.
What Influences the Cost of PR?
So, why does one agency quote you a retainer of $5,000 while another suggests $15,000? Several key factors influence the cost. An agency’s reputation and track record play a big role—you’re paying for their experience and connections. The complexity of your campaign also matters. A national media tour for a new book requires more resources than a local awareness campaign. The specific level of expertise needed and the scope of work, from media relations to crisis management, will also shape the final price. It’s about matching the investment to the intensity and breadth of the work required to achieve your goals and see a meaningful return.
Smart PR Strategies for Any Budget
You don’t need a Fortune 500 budget to make a real impact with PR. An effective strategy can be tailored to fit your resources. If you’re just starting out, you can get great results by focusing on targeted media outreach, building relationships with niche journalists, and creating compelling content that tells your story. A great framework to use is the PESO model, which balances Paid, Earned, Shared, and Owned media. This approach ensures you’re building your brand across different channels in a cohesive way. By being strategic, you can create a powerful PR presence that grows with your brand, even with a modest initial investment. The key is to be focused and consistent.
How to Measure Your PR Success
Public relations is about more than just seeing your name in the headlines. A successful PR strategy is a strategic investment that should deliver a clear return. But how do you actually measure the impact of a great story or a feature in a major publication? It comes down to tracking the right things. While some benefits of PR, like an enhanced brand reputation, are felt over time, many results are surprisingly concrete and can be measured with the right approach.
Understanding your PR performance isn’t just for a report card; it’s about gathering intelligence. The data you collect shows you which messages are resonating, which media outlets are driving real engagement, and where your next opportunities lie. By tracking specific metrics, you can move from simply hoping for results to building a predictable engine for growth. This allows you and your PR team to refine your strategy, double down on what’s working, and directly connect your media presence to tangible business goals like increased sales, new partnerships, or a stronger industry standing.
Key Metrics to Track (KPIs)
To understand if your PR is working, you need to look beyond vanity metrics. While it’s exciting to be featured, the real value is in what that feature accomplishes. Key Performance Indicators (KPIs) are the specific data points that show you the true impact. Start by tracking website referral traffic in a tool like Google Analytics. This shows you how many people read an article about you and were compelled enough to visit your site. Another powerful metric is backlinks from reputable media outlets, which significantly strengthen your website’s authority and search engine ranking. Of course, you’ll also want to monitor media mentions and impressions to gauge your overall visibility and share of voice in your industry.
Tools to Measure PR Impact
You don’t have to track your results manually with a spreadsheet and a search engine. A number of professional tools are available to help you measure your PR impact efficiently and accurately. Media monitoring platforms like Cision, Meltwater, or Muck Rack are essential for catching every mention of your name or brand across online, print, and broadcast channels. These services can also analyze the sentiment of the coverage—whether it’s positive, negative, or neutral. For tracking website traffic and backlinks, Google Analytics is a free and indispensable tool. When combined with SEO software like Ahrefs or Semrush, you can get a complete picture of how your PR efforts are improving your online presence and authority.
Turn Your Results into Business Growth
The ultimate goal of measuring your PR is to turn those insights into action. Data is only useful if it informs your strategy and contributes to your bottom line. When you see that a specific podcast interview drove a spike in book sales or that an article in an industry journal led to new partnership inquiries, you know where to focus your energy next. These results are proof of what’s working. You can then leverage this success by featuring your best media placements on your website, in your email signature, and in marketing materials to build social proof. By consistently analyzing your PR’s impact on business outcomes, you create a powerful feedback loop that makes every subsequent campaign smarter and more effective.
A Look at Top PR Agencies
Choosing a PR agency is a lot like finding the right business partner. The best fit depends entirely on your goals, your industry, and the kind of relationship you want to have. The PR world includes massive global firms that work with Fortune 500 companies and specialized boutique agencies that offer a more personal touch. To give you a sense of the landscape, here’s a look at some of the top names in the industry, each with its own unique strengths and focus.
Leverage with Media PR
For non-fiction authors, CEOs, and founders, working with a boutique agency that specializes in personal branding can be a game-changer. At its core, a PR agency acts as an expert reputation manager, handling the many tasks that help you and your business shine. Leverage with Media PR focuses exclusively on this, offering a personalized, hands-on approach to help you share your story and build your authority. We work directly with you to land media placements, enhance your brand, and ensure your message reaches the right audience. It’s a tailored strategy designed for leaders who want to make a significant impact.
Edelman
As one of the world’s largest and most recognized PR firms, Edelman) is known for its focus on trust and credibility. They are masters at helping major brands build strong, lasting relationships with their audiences. You may have heard of their annual Trust Barometer, a global report that has become an industry benchmark for understanding public trust in institutions. Their work often involves complex communications for multinational corporations, helping them maintain a positive reputation on a global scale. For large organizations looking to solidify their standing, Edelman is a powerhouse.
Weber Shandwick
Weber Shandwick is recognized for its innovative approach to public relations, leveraging digital and social media to enhance brand visibility and engagement. They excel at creating compelling campaigns that capture attention in a digitally-driven world. By integrating data and analytics into their strategies, they ensure their creative work is also highly effective. For brands that want to make a splash online and connect with audiences in new and exciting ways, Weber Shandwick’s digital-first mindset makes them a top contender.
FleishmanHillard
FleishmanHillard is a global leader known for its expertise in integrated communications. This means they create seamless strategies that combine traditional PR tactics with modern digital marketing, ensuring every piece of communication works together to tell a cohesive brand story. Their approach is about delivering comprehensive solutions that cover all bases, from media relations and crisis management to content marketing and public affairs. For clients who need a holistic strategy that aligns every facet of their public-facing image, FleishmanHillard’s integrated model is incredibly effective.
Ketchum
At the heart of great PR is great storytelling, and this is where Ketchum truly excels. This agency is celebrated for its strategic insights and creative approach, helping brands connect with people through communications that are both meaningful and memorable. They have a knack for finding the human element in a brand’s story and turning it into an impactful campaign that resonates with audiences on an emotional level. For leaders and companies who want to move beyond just sharing information and start building genuine connections, Ketchum’s creative storytelling is a powerful asset.
Porter Novelli
Porter Novelli has carved out a unique space in the PR world by focusing on purpose-driven communications. They believe that brands can do well by doing good, and their work centers on helping companies align their business goals with positive social impact. This approach helps brands build deeper, more authentic relationships with consumers who increasingly care about a company’s values and contributions to society. For organizations committed to making a difference, Porter Novelli provides the strategic guidance to turn that purpose into a powerful public narrative.
BCW (Burson Cohn & Wolfe)
Formed from the merger of two PR giants, Burson-Marsteller and Cohn & Wolfe, BCW) is a global communications agency with an incredibly broad range of capabilities. This combination of strengths allows them to offer a full suite of services designed to meet the evolving needs of modern clients. From corporate reputation and crisis management to digital strategy and healthcare communications, BCW has the scale and expertise to handle virtually any PR challenge for clients around the world, making them a versatile and formidable player in the industry.
Hill+Knowlton Strategies
When the stakes are high, you need an agency with a steady hand and deep expertise. Hill+Knowlton Strategies is renowned for its exceptional work in crisis management and public affairs. They provide strategic counsel to help clients work through complex issues, protecting their reputations and ensuring they communicate effectively under pressure. With a long history of advising corporations and governments through challenging situations, H+K has built a reputation as a trusted partner for handling the most difficult communications landscapes.
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Frequently Asked Questions
How long does it typically take to see results from a PR campaign? Public relations is about building momentum, not flipping a switch. While some initial results, like a feature on a niche podcast or blog, can often be secured within the first couple of months, the bigger, more impactful placements take time. Building genuine relationships with journalists at top-tier outlets is a long-term effort. Think of the first 90 days as laying the foundation: we’re refining your story, developing pitches, and starting outreach. The true value of PR compounds over time as your reputation grows and you become a trusted source for the media.
I’m a hands-on founder. Can’t I just handle my own PR to start? While you can certainly start building your own platform on social media, the core of PR is built on relationships and strategic expertise. The real value of partnering with an agency is gaining immediate access to their established network of media contacts. It saves you the immense time and effort of building those connections from scratch and helps you avoid the common mistakes that get your emails deleted by busy journalists. An agency knows how to frame your story in a way that is newsworthy, which is a very different skill from marketing your business.
Is PR for me as an author or CEO different from PR for my company? Yes, they are distinct but deeply connected. PR for your company typically focuses on the brand, its products or services, and its position in the market. Personal PR focuses on you as an individual—your unique story, your expertise, and your vision as a leader. For founders and authors, the two are intertwined. A strong personal brand builds immense trust and credibility for your company, while a successful company enhances your personal authority. A great PR strategy understands how to leverage both, ensuring your personal story amplifies your business goals.
What’s the most important thing I need to have prepared before I approach a PR agency? The single most important thing you can bring to the table is clarity on your goals. Before you even think about which publications you want to be in, ask yourself why. Is your primary objective to drive book sales, attract a new round of funding, secure speaking engagements, or establish yourself as the go-to expert in your field? Knowing your ultimate business goal allows a PR team to build the right strategy to get you there. A clear objective is far more valuable than a polished press kit.
How can I be sure the investment in PR will be worth it for me? The return on your PR investment is measured by how effectively it helps you achieve your specific business goals. It’s about more than just a dollar-for-dollar return. If your goal was to build credibility, the value is seen in high-quality media placements that act as powerful third-party endorsements you can use for years. If your goal was to generate leads, you can measure success by tracking website traffic from articles and new inquiries that mention your press. The investment is worth it when the results directly support the objectives you set from the very beginning.
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