What Every Company Should Know About PR – And Why It Matters, By Mahvish Hameed

In the fast-paced world of business, Public Relations (PR) is often misunderstood, underestimated, or oversimplified. While many companies recognize its importance, few truly understand how to leverage it for long-term success.
Having spent over a decade in the field – both within agencies and in-house roles – I’ve learnt that its value extends far beyond media mentions and fleeting headlines. When done right, PR acts as a bridge – connecting businesses to their audiences and providing them an opportunity to build trust.
The challenge lies in recognizing PR for what it truly is – a dynamic, long-term strategy that demands patience and perspective. It requires companies to think beyond campaigns and embrace the art of reputation as a continuous, evolving process.
PR is more than just a press release
One of the biggest misconceptions about PR is that it is just about writing and sending out a press release. While they are essential tools to amplify a company’s messaging, PR is so much more. It is both reactive and proactive and requires a well thought out overarching strategy to execute the tactics, with a measurable goal in mind.
Not everything is newsworthy
Most companies believe that every bit of company news is newsworthy. The common view is that company news is enough to get them on the cover of any a-list publication. The reality, however, is that just because your press release is important to you doesn’t make it newsworthy. The media landscape is extremely competitive, and many other companies are aiming for the top slots. Most journalists will not view your updates as important unless it offers them good facts and substance. If you are not targeting the right audience, or if your message and story are lacking substance, it won’t land media coverage.
Companies need to ensure their story is timely, relevant and newsworthy by asking these questions – how does it impact the industry? How does it solve a problem? Does it offer a unique perspective/data/insight?
PR needs direction
Jumping on the PR bandwagon without a clear roadmap calls for inefficiency and missed opportunities. Many CEOs and founders expect immediate PR results without fully considering how the approach aligns with their objectives or the broader impact on their business. This results in scattered efforts and little impact.
A strong strategy and clear messaging ensure that your PR efforts are targeted, purposeful, and consistently moving you toward your objectives. It’s about thinking ahead and setting yourself up for long-term success.
PR deserves a seat at the table
PR cannot happen in isolation. To make an impact, your PR team needs to be actively embedded and involved in your company’s vision and operations. When PR professionals aren’t given access to leadership or the latest company developments, they’re left working in the dark.
For a successful campaign, an ongoing conversation between the management on thought leadership and messaging needs to be reassessed continuously. Share updates, invite them to leadership meetings, and treat them as strategic partners.
Your online presence matters
Next to messaging is the importance of updating owned content. Your website, social media, and other owned channels are the foundation of your brand’s reputation. They’re often the first touchpoints for media, customers, and stakeholders. It is important to keep your website updated, ensure spokesperson profiles are current, and use social media to share thought leadership and engage with your audience. These platforms should reflect the authenticity and purpose of your brand.
Measure right
In an industry where metrics hold weight, it is easy to get caught up in numbers, likes, shares, and impressions. While these are helpful indicators, they don’t always reflect the true impact of your PR efforts. In the race to garnering the most pieces of coverage, companies often forget that the real success of PR campaigns should be gauged from sentiment analysis, audience engagement and message resonance. While analytical numbers are a good way to measure progress and effort of campaigns, it is necessary to dig deeper to see if the desired impact and result was achieved in terms of reaching the target audience. Prioritizing long-term brand perception is key.
There are no immediate returns
Lastly, many companies expect immediate results from PR efforts. PR is never a one-time fix, but a long-term game. A good PR strategy involves consistency and gives payback over time. One off PR campaigns rarely yield the results desired by so many companies. When done right, PR creates a momentum that builds credibility and trust for a brand. Brands often pull the plug too early when they don’t see immediate results, missing out on long-term impact.
PR isn’t just a tool for managing crises or generating headlines. It’s a powerful strategy for shaping driving long-term growth. By understanding its nuances and investing in the right approach brands can maximize the impact of PR – building trust, creating powerful stories, and achieving long-term success.