What are PR Services and How Do They Work?

You’ve written the book, built the company, or honed your expertise over decades. You have a powerful story to tell and valuable insights to share, but getting that message in front of the right people can feel like shouting into the wind. This is where public relations comes in. It’s the strategic art of shaping your public narrative and building a bridge between your expertise and the audience that needs to hear it. Professional PR services aren’t about spin; they are about authentically amplifying your voice. This guide will walk you through exactly what PR is, how it benefits leaders like you, and how to find the right partner to help you build a lasting legacy.

Key Takeaways

• Think of PR as reputation management, not just publicity. It’s the strategic work of earning media placements—like features and interviews—to build authentic credibility that paid ads simply can’t replicate.
• Choose a PR partner based on tailored strategy and proven results. Look for an agency with direct experience in your niche and measure success with business-focused metrics like website traffic and lead generation, not just press clippings.
• Control your own narrative with proactive content. Modern PR success comes from consistently creating valuable content, managing your digital footprint, and engaging on social media. This positions you as the go-to expert and makes you the source journalists seek out.

What Are PR Services?

At its core, public relations is the art of managing your public narrative. It’s the strategic process of shaping how information about you, your business, or your brand is shared with and perceived by the public. Think of it as the bridge between what you want to say and what your audience needs to hear. A solid PR strategy ensures your story is told authentically and reaches the right people, building a foundation of trust and credibility that can define your career.

Effective public relations isn’t about just getting your name out there; it’s about building and protecting your reputation. For a CEO, author, or public figure, your reputation is your most valuable asset. PR services work to cultivate a positive public image through intentional communication. This involves everything from securing media features that highlight your expertise to developing messaging that resonates with your target audience. It’s a long-term investment in how the world sees you, ensuring your legacy is communicated with clarity and purpose.

What Do PR Services Include?

PR services are a suite of activities designed to build your public profile. The most well-known service is media relations, which is the work of getting you featured in media outlets like podcasts, online publications, magazines, and television. Beyond that, a comprehensive strategy includes creating compelling content like press releases and thought leadership articles that establish you as an expert. It also involves reputation management to monitor public sentiment and strategic communications to ensure your messaging is consistent and impactful across all platforms. Our client results show how these services come together to create powerful brand visibility.

What PR Isn’t: Common Myths Busted

Let’s clear up a couple of common misconceptions. First, PR is not “spin.” Authentic public relations is about telling a true, compelling story, not fabricating one or covering up negatives. It’s about finding the most powerful parts of your message and sharing them honestly. Second, PR is not the same as advertising. Advertising is paid media—you pay for space to promote yourself. PR focuses on earned media, which is when a third party, like a journalist or producer, chooses to feature you based on your story’s merit. This earned credibility is often far more powerful and trustworthy in the eyes of the public than a paid ad.

How PR Services Benefit Your Business

Public relations is more than just getting your name in headlines. A strategic PR campaign is a powerful engine for growth, shaping how the world sees you and your brand. It’s about building a solid foundation of trust and authority that advertising can’t buy. For leaders like you—CEOs, authors, and entrepreneurs—this translates into tangible business results, from attracting investors to building a loyal following. Here are the core benefits you can expect when you invest in professional PR services.

Build Brand Visibility and Credibility

Getting featured in a major publication or on a popular podcast provides powerful third-party validation. When a respected media outlet tells your story, it lends you instant credibility. This is how you become the go-to authority in your space. A great PR strategy uses these placements to build your profile piece by piece. Today, PR is a data-driven field where success is measured through clear key performance indicators, ensuring every effort is tied to your visibility goals.

Manage and Enhance Your Reputation

Your reputation is your most valuable asset, and PR is how you actively protect and grow it. It’s not just about damage control; it’s about proactively shaping your public narrative. A skilled PR team helps you secure thought leadership opportunities and consistently reinforce your brand’s message. In a fast-paced media world, having professionals who can adapt to the news cycle and keep your message relevant is essential for long-term success.

Create Meaningful Audience Connections

People connect with stories, not logos. PR helps you share your authentic story in a way that builds genuine relationships with your audience. By placing your narrative in media outlets your ideal customers already trust, you create a bond that goes beyond a simple transaction. This is how you build a loyal community that champions your work. This level of trust is crucial not only for retaining customers but also for attracting investors and top talent who want to be part of what you’re building.

How to Choose the Right PR Agency

Finding the right PR agency is a lot like finding the right business partner. You’re looking for a team that not only gets your vision but also has the expertise and connections to bring it to life. The goal is to find a partner who will champion your story as if it were their own. When you start your search, focus on three key areas: their specific industry experience, their track record of success, and how well their strategic approach fits your long-term goals. Getting this choice right is the first step toward building a powerful public presence.

Evaluate Their Industry Experience

An agency’s experience in your specific field is non-negotiable. You need a team that speaks your language and already has relationships with the editors, journalists, and producers who matter most to your brand. An agency that understands the nuances of your sector will be far better equipped to design effective strategies and communications that resonate. For example, if you’re a non-fiction author, you want an agency that knows how to land you in literary journals and on podcasts that your readers actually listen to, not just any outlet that will take you. When you meet with a potential agency, ask them directly about their work with clients like you. Their team’s background should give you confidence that they can hit the ground running.

Assess Their Client Results

A great PR agency will be excited to show you their work. Before you sign any contracts, take a close look at their past performance. Reviewing case studies and testimonials from clients in similar positions can give you a clear idea of the agency’s effectiveness. Don’t just glance at a logo-filled client list; dig into the details. Look for concrete client results that show not just where they secured placements, but how those placements served a strategic purpose. Did a feature in a major publication lead to a spike in book sales? Did a series of podcast interviews establish the CEO as a thought leader? The proof is in the outcomes they’ve created for others.

Align Their Strategy with Your Goals

Finally, the agency’s strategy must be a direct reflection of your goals. Are you launching a book, building a personal brand, or attracting investors? Your objective should be the foundation of their entire plan. A one-size-fits-all approach is a major red flag. Look for an agency that prioritizes crafting a compelling narrative and building genuine relationships with your audience, as these are the keys to creating lasting brand trust. During your initial conversations, pay attention to the questions they ask. A great partner will be more interested in understanding your vision than in selling you a pre-packaged service. Their proposed PR strategy should feel like it was made just for you—because it was.

What Do PR Services Cost?

One of the first questions on everyone’s mind is, “What’s the investment?” The truth is, PR costs aren’t one-size-fits-all. The price can vary significantly based on your goals, the agency’s experience, and the scope of work you need. Think of it less like buying a product off the shelf and more like commissioning a custom strategy designed to build your brand’s legacy. Understanding the common pricing structures and the factors that shape them will help you find a partnership that fits your budget and delivers the results you’re looking for.

Common Pricing Models

When you start talking to PR agencies, you’ll likely encounter a few standard pricing models. The most common is the monthly retainer. This is a fixed fee you pay each month for a set of ongoing services, including strategy, media outreach, and reporting. This model is ideal for long-term brand building and maintaining a consistent media presence. Another option is project-based pricing, where you pay a flat fee for a specific, defined campaign, like a book launch or a major announcement. Finally, some agencies offer hourly rates, though this is typically for supplemental tasks or crisis communications rather than a comprehensive PR program. At Leverage with Media, we offer clear PR packages so you know exactly what to expect.

What Influences the Cost of PR?

Several key factors determine the final price of a PR engagement. First is the agency’s experience and reputation. An established firm with a history of incredible client results will naturally command a higher fee than a newer agency. You’re paying for their proven expertise and valuable media relationships. The scope of work is another major factor. A campaign focused solely on securing podcast interviews will cost less than a multi-faceted strategy that includes securing feature articles, managing your online reputation, and content creation. Finally, your industry and market reach play a role. Highly competitive or regulated fields often require more specialized knowledge, which can influence the investment.

How to Measure PR Success

So, you’ve landed a feature in a major publication. That’s fantastic, but what does it actually do for your brand? Measuring the success of your public relations efforts is about more than just counting your press clippings. It’s about connecting your PR activities to tangible business results. When you understand what’s working, you can double down on effective strategies and show the real value of your investment.

Effective PR measurement looks at a mix of metrics that tell a complete story. It shows not only where your brand is showing up but also how your audience is perceiving you and what actions they’re taking as a result. Tying your public relations KPIs back to your business goals is what separates a good PR campaign from a great one. It’s how you turn visibility into momentum. Let’s break down the key areas you should be tracking.

Media Placements and Share of Voice

At its core, PR is about getting your story told in the right places. The most direct way to measure this is by tracking your media placements—the articles, interviews, and features you secure. Keep a running list of every mention, noting the publication and the key messages that were included. But don’t just stop at counting clips. It’s also crucial to assess the quality of each placement. A feature in a top-tier industry journal is often more valuable than a dozen mentions on smaller blogs.

Beyond individual placements, you’ll want to measure your “share of voice.” This metric shows how much of the conversation in your industry belongs to you versus your competitors. It helps you understand your visibility within the market. By using media monitoring tools, you can track mentions of your brand and your competitors to see who is leading the conversation. This gives you a clear benchmark for your brand’s authority and presence.

Audience Reach and Engagement

A media placement is only as good as the audience it reaches. Reach measures the potential number of people who saw your feature, often based on a publication’s circulation or a show’s viewership. While this is a great starting point, engagement tells you what the audience did next. Did they share the article on social media? Did they leave comments? Did they like the post? These actions show that your message didn’t just reach people—it resonated with them.

Tracking engagement helps you understand what content connects most with your target audience. High engagement on a particular topic or story angle is a strong signal to create more content like it. These PR success metrics are vital because they prove your efforts are making a real impact and capturing your audience’s attention, which is the first step toward building a meaningful connection.

Website Traffic and New Leads

One of the most powerful ways to measure PR success is by tracking its impact on your website. When a major publication links to your site in an article, it can send a wave of new visitors your way. Using a tool like Google Analytics, you can monitor your referral traffic to see exactly which media placements are driving people to your digital doorstep. This data is invaluable for understanding which outlets deliver the most qualified audience.

Beyond just traffic, look at what these new visitors do. Are they signing up for your newsletter, downloading a resource, or booking a consultation? Tracking these conversions shows a direct line from PR efforts to new leads and potential revenue. This is how you demonstrate ROI and prove that your media presence is actively contributing to the growth of your business. It’s about turning readers into relationships and prospects into clients.

Brand Sentiment and Feedback

How do people feel about your brand? Brand sentiment analysis answers this question by tracking the tone of conversations about you online. It goes beyond numbers to measure the emotion behind the mentions—are they positive, negative, or neutral? Monitoring social media, reviews, and comments on articles gives you a real-time pulse on your public perception. Positive sentiment is a clear indicator that your messaging is building trust and credibility.

This qualitative feedback is just as important as the quantitative data. It helps you understand your reputation and identify areas for improvement. If you notice a spike in negative sentiment, you can address the issue before it grows. Conversely, a wave of positive feedback confirms your strategy is working. These key performance indicators help you refine your messaging and ensure you’re building a brand that people not only recognize but also respect and admire.

Modern PR Strategies That Work

The world of public relations has transformed. Gone are the days when a single press release sent to a few major newspapers was enough. Today, building a powerful brand requires a dynamic and integrated approach that spans multiple digital channels. For leaders like you—CEOs, authors, and entrepreneurs—this shift presents a massive opportunity to shape your own narrative and connect directly with your audience. Effective PR is no longer just about getting your name out there; it’s about building a resilient reputation, establishing yourself as a thought leader, and creating meaningful connections. The most successful strategies are proactive, consistent, and authentic, working together to build and protect your personal brand. Here are the modern PR strategies that deliver real results.

Use Social Media and Influencer Partnerships

Social media is your digital stage, and influencer partnerships are a powerful way to expand your audience. This isn’t about paying for a random shoutout; it’s about forming strategic alliances with respected voices in your field. Imagine your expertise being shared on a top-tier business podcast or your book being featured by an influencer who genuinely connects with your message. These collaborations lend you credibility and introduce your work to new, relevant communities. A strong social media strategy ensures you’re not just broadcasting but engaging in conversations, sharing valuable insights, and building a loyal following on platforms where your audience is already active, like LinkedIn or X (formerly Twitter).

Create and Distribute Great Content

Content is the foundation of modern thought leadership. Instead of waiting for a journalist to tell your story, you can proactively demonstrate your expertise through high-value content. This includes writing bylined articles for industry publications, sharing insightful analysis on your blog, or creating compelling video commentary. Every piece of content you produce reinforces your authority and gives you something valuable to share with your network and the media. By consistently creating and distributing great content, you control your narrative and become the go-to source in your niche. This approach not only builds your reputation but also creates a library of assets that can attract media opportunities for months and years to come.

Manage Your Online Reputation

What appears when someone searches for your name online? That first page of Google results is your new business card, and managing it is essential. Online reputation management is the practice of actively shaping your digital footprint to ensure it reflects your credibility and expertise. This involves consistently publishing positive, high-quality content that you control—like articles, interviews, and a professional website—to populate search results. It also means monitoring online conversations to quickly address any misleading or negative information. A strong online reputation acts as a digital shield, building trust with anyone who looks you up, from potential clients and partners to journalists and event organizers.

Prepare for a Crisis

In a 24/7 news cycle, a crisis can ignite from a single tweet, a misunderstanding, or an unforeseen business challenge. While you can’t prevent every issue, you can prepare for them. Having a crisis communications plan is non-negotiable for any public figure. This plan outlines how you will respond in a difficult situation, who will be on your response team, and what your core messages will be. Being prepared allows you to act quickly and thoughtfully, rather than reacting emotionally. It helps you protect the brand equity you’ve worked so hard to build, maintain trust with your audience, and manage the narrative even when things go wrong.

What’s Next in Public Relations?

The world of public relations is constantly evolving, and staying current is essential for maintaining a strong brand presence. The core principles of building relationships and telling compelling stories remain, but the tools and audience expectations are shifting. The future of PR isn’t about chasing every new trend, but about understanding the fundamental changes in how people connect with brands and public figures. It’s about building deeper trust and demonstrating value beyond just your product or service.

Three key areas are shaping the next chapter of PR: a demand for authenticity, the integration of smart technology, and a focus on purpose-driven work. For leaders, authors, and entrepreneurs, these shifts represent a powerful opportunity. By embracing more transparent communication, using data to inform your strategy, and aligning your brand with meaningful causes, you can create a more resilient and respected public image. A forward-thinking PR strategy doesn’t just react to the news cycle; it anticipates where the conversation is heading and positions you to lead it. This approach ensures your message not only reaches your audience but truly resonates with them for the long haul.

Authentic and Transparent Communication

Today’s audiences are smart. They have a built-in filter for overly polished, sales-heavy messaging and are looking for something real. This is why authentic communication is no longer a “nice-to-have”—it’s a necessity. The future of PR lies in pulling back the curtain and sharing genuine stories, including the challenges and the journey, not just the wins. For a CEO or author, this could mean sharing the real story behind your book or business, speaking openly about a lesson you learned, or simply engaging with your audience in a more human, less scripted way. This shift toward transparency builds a level of trust that traditional advertising can’t buy, creating a loyal community around you and your brand.

AI Tools and Better Analytics

Technology is transforming how PR professionals work, making our efforts smarter and more effective. Artificial intelligence is at the forefront of this change, offering powerful ways to manage campaigns and measure what truly matters. AI-powered tools can help analyze vast amounts of data to identify the most relevant journalists, predict emerging trends, and provide detailed sentiment analysis on media coverage. This isn’t about replacing the human relationships at the heart of PR. Instead, it’s about using AI-powered tools to handle the heavy lifting, so we can focus on what we do best: crafting compelling narratives and building meaningful connections. Better analytics give us the insights to prove ROI and refine our strategies with precision.

Purpose-Driven and Socially Responsible Campaigns

People increasingly want to support brands and leaders who stand for something more than profit. A purpose-driven PR strategy involves weaving your core values into your public narrative. This goes beyond a one-time donation; it’s about consistently showing what your brand cares about and taking action to make a positive impact. This approach helps you connect with your audience on a deeper level, building a community around shared values. It also requires a proactive stance on managing your reputation in a fast-paced news environment. By clearly defining your mission, you can communicate with confidence and build a brand that is not only successful but also respected.

Top PR Agencies to Consider

Finding the right PR agency can feel like searching for a needle in a haystack, but it gets much easier when you know what you’re looking for. The public relations world is diverse; some firms are massive global operations that handle corporate communications for the world’s biggest brands, while others are boutique agencies with a deep focus on a specific niche. The “best” agency for you is the one that understands your industry, shares your vision, and has a proven track record of delivering the results you need.

To help you get started, I’ve put together a list of some of the top PR agencies. This list includes a mix of global powerhouses known for their broad reach and specialized firms that excel in particular areas. As you review them, think about your own goals. Do you need a team that can manage a complex global brand reputation, or do you need a dedicated partner who specializes in building the profiles of thought leaders and authors? Top PR firms often specialize in certain sectors, like technology, healthcare, or, as we do at Leverage with Media, working with non-fiction authors, CEOs, and thought leaders. This list will give you a sense of the different types of PR agencies and the expertise available.

Leverage with Media PR

Leverage with Media is a boutique PR agency that focuses on a very specific type of client: non-fiction authors, CEOs, founders, and other experts who want to become recognized thought leaders. We take a personalized, hands-on approach to help you share your story and secure high-impact media placements. Instead of a one-size-fits-all strategy, we build a plan tailored to your unique message and goals. Our focus is on building your credibility and visibility in a way that feels authentic to you and your brand. You can see some of our recent client successes to get a feel for the kinds of results we deliver.

Edelman

Edelman is one of the largest and most respected PR firms in the world. As a global powerhouse, they are known for their work in brand strategy and corporate communications for major international companies. They have a massive network and deep resources, making them a go-to for large-scale campaigns that require a global reach. Edelman is frequently recognized on industry lists like the Observer PR Power List for its influence and ability to shape public discourse for its clients. If you’re a large corporation looking to manage a complex brand narrative, Edelman is a major player to consider.

Weber Shandwick

Weber Shandwick is another leading global agency that has built a strong reputation for its expertise in digital communications and creative campaigns. They excel at integrating social media, content marketing, and data analytics into their PR strategies. This makes them a great choice for brands that want to connect with audiences in a modern, digitally-native way. Their innovative approach helps clients stay relevant and engaging in a fast-moving media landscape. For businesses looking to make a significant impact online, Weber Shandwick’s digital-first mindset is a powerful asset.

FleishmanHillard

FleishmanHillard is known for its comprehensive, integrated approach to public relations. They are skilled at blending traditional media relations with modern digital strategies to create seamless communication campaigns. This means they can secure a feature for you in a top-tier publication while also managing the social media conversation around it. Their ability to deliver cohesive messaging across multiple platforms ensures that a brand’s story is consistent and impactful everywhere it appears. This makes them a strong partner for clients who need a holistic communication solution that covers all the bases.

Ketchum

Ketchum stands out for its creative storytelling and strategic insights. This agency has a knack for taking a brand’s core message and transforming it into a compelling narrative that captures public attention. They focus on creating emotionally resonant campaigns that build a genuine connection between a brand and its audience. If your goal is to not just be seen but to be remembered, Ketchum’s expertise in crafting memorable stories can be a significant advantage. They are a top choice for brands looking to build a strong and positive public image through powerful narratives.

Porter Novelli

Porter Novelli has carved out a niche by focusing on purpose-driven communications. They specialize in helping brands and organizations connect with their audiences through shared values and meaningful stories. If your company has a strong social mission or wants to build its reputation around a core purpose, this agency is an excellent fit. They help clients articulate their “why” and translate it into PR campaigns that inspire action and build lasting loyalty. In an era where consumers increasingly favor brands with a conscience, Porter Novelli’s approach is both timely and effective.

Ogilvy Public Relations

As part of the legendary Ogilvy global network, Ogilvy Public Relations offers deep expertise in brand building and integrated marketing communications. They bring the power of a massive creative and advertising agency to their PR work, allowing them to create campaigns that are both strategic and highly creative. Their strength lies in building iconic brands and executing large-scale, multi-channel initiatives. For clients looking for a PR partner with extensive resources and a legacy of building some of the world’s most recognized brands, Ogilvy is a formidable choice.

Related Articles

• What is PR? Your Guide to Public Relations – Leverage with Media PR
• Public Relations Services: The Ultimate Guide for CEOs & Authors – Leverage with Media PR
• What is a PR Agency? Understanding Its Role & Importance – Leverage with Media PR
• The Best PR Firms: Who’s Who in the Industry – Leverage with Media PR
• Building Comprehensive PR Strategies for Long-Term Success – Leverage with Media PR

Frequently Asked Questions

How long does it take to see results from PR? Public relations is about building momentum, not flipping a switch. While you might see some early traction, a solid PR strategy is a long-term investment in your reputation. The first couple of months are typically dedicated to building your strategy, refining your story, and starting outreach. You can often expect to see the first placements appear within three to six months, with results building steadily from there as your authority grows.

What’s the real difference between PR and marketing? It’s a great question because they work best together. Think of it this way: marketing often involves directly promoting a product or service with the goal of making a sale. It’s the call to action that says, “Buy this now.” Public relations, on the other hand, focuses on building trust and credibility. It’s the work of earning third-party validation so that when your audience is ready to buy, they already know, like, and respect you. PR creates the positive reputation that makes marketing more effective.

What should I have prepared before I hire a PR agency? To get the most out of a PR partnership, it helps to first have clarity on your goals. Know what you want to achieve—is it selling more books, attracting investors, or becoming the go-to expert in your field? It’s also beneficial to have a solid brand foundation, including a professional website and a clear understanding of your core message. The clearer you are on your vision, the faster an agency can build a strategy to bring it to life.

How do I know if my story is interesting enough for the media? Almost everyone I work with worries about this, but a compelling story is less about a single dramatic event and more about your unique perspective. Your expertise, your journey, and the problems you solve for your audience are all powerful story ingredients. A great PR partner doesn’t just pitch your existing story; they help you find the most compelling angles that connect your message to what journalists and their audiences care about right now.

Can I just do my own PR? You can certainly start building your brand on your own through social media or by writing for your own blog, and that’s a great first step. However, working with an agency gives you access to two things that are incredibly difficult to build from scratch: established media relationships and strategic expertise. A professional team saves you hundreds of hours of guesswork and outreach, connecting you with the right people and ensuring your story is positioned for maximum impact.