What is PR? (and five ways to get started today)
During our road trip through Denmark this summer, I just couldn’t quite switch off my PR brain. As the landscapes rolled by, I was searching for the perfect theme for our revamped newsletter. Sharing knowledge – that much was certain. But where to start?
The answer turned out to be surprisingly simple. Back to basics. Because I’m not going to lie: after more than twenty years in the business, I too often assume that everyone knows what PR is by now.
During recent conversations with business owners, that question came to the fore. What exactly is PR? Isn’t it mainly something for larger organisations? And perhaps the most intriguing question of all: what makes a PR agency valuable when anyone can generate a press release in two seconds using AI?
Time for some clear answers.
1. What is PR (and what isn’t it)?
When people ask me what distinguishes PR from advertising or marketing, I usually give this simple answer that captures the essence: PR ensures that your expertise, brand or company receives editorial coverage in the media.
Not paid adverts or sponsored content, but a feature in the newspaper, on the radio or on the TV news because a journalist genuinely finds your story interesting.
The broader answer – which I’d like to come back to in later blog posts – also encompasses reputation management, crisis communication, public affairs, influencer and ambassador management, and opinion leadership.
But let’s start at the beginning. 😉
One thing I do want to mention: storytelling, the art of telling stories, plays a key role in PR.
2. The AI paradox: anyone can write, but few are heard
It’s true: with the help of AI, anyone can write a press release in no time at all these days. But was it any different in the past? Even back then, someone with a way with words could knock out a text in an hour.
The question today remains exactly the same as it was back then: is this story, this press release, good enough to make the news?
A press release is a means to an end, not the end in itself. It’s ‘your email to the journalist’, so to speak. And that story must resonate and intrigue.
What’s more, it must not only ensure that a journalist picks up on it, but also that it motivates your target audiences (the reader, viewer, listener, follower, etc.). Investors seeking you out, potential leads giving you a ring… and ensuring you appear (preferably at the top) of the list when people (and AI search engines!) search for your field of expertise.
The strategic thinking that goes into it before you start writing accounts for 90 per cent of the work; the press release itself is only 10 per cent.
AI can string words together and make connections (though you need to watch out for ‘hallucinations’), but it doesn’t necessarily ask the crucial questions:
- Is your (company) news substantial enough, or is it just an internal pat on the back?
- What societal angle makes this story relevant to a wider audience?
- What relevant data, figures, context and personal insights are you including?
- What visual material are you including?
- What calls to action are you including?
- How do you pitch the press release to that one journalist who still has 200 unread emails in their inbox?
A while ago, something happened that many in the sector complain about. A marketing manager came to us with a press release they’d drafted themselves: “We want to send this to the press ourselves – could you just have a quick look over it?”
A bit tricky. In terms of content, it was a painfully weak piece of writing, and clearly written using AI. We saved the company from embarrassment by pointing out the strategic and structural errors and suggesting improvements. I don’t know whether they eventually sent out the press release. In any case, I haven’t read anything about it in the news.
A clever entrepreneur or marketer isn’t necessarily a PR expert. And, sadly, failed attempts often lead to frustration: “See, PR doesn’t work” or “Apparently, the media isn’t interested in what we do.” And that’s a shame.
Because journalists are on the lookout for compelling stories every single day. So why not yours?
3. Why PR does work (even if you’re a small business)
There’s a harsh reality in business: you can have the best product or service in the world, but if nobody knows you exist, it’s all for nothing.
Why does PR often work better than an exorbitantly expensive advertising campaign? Because of genuine credibility.
If you claim to be the best in an advert, everyone is sceptical; after all, you’ve paid for it. But when a journalist writes about you, your business takes on an aura of expertise. You can’t buy that independent recognition with any banner advert. And whilst an advert disappears as soon as you stop paying, editorial coverage continues to boost your reputation and online visibility for years to come.
The result? A much greater impact for a fraction of the cost of a traditional advertising budget. Or as one client put it perfectly: “The ROI of PR exceeds the investment exponentially.”
So no, PR really isn’t just for listed giants:
- Small organisation? Do it in a targeted way and on a small scale. One strong story in a relevant trade publication can make your whole year.
- Medium-sized business? PR delivers the highest brand value per euro invested.
- Major player? There’s a huge amount of low-hanging fruit out there to firmly cement your market position.
Five ways to get started with PR yourself today
- Build a targeted network of journalists: keep track of which journalists write specifically about your sector and what their angle is.
- Think in terms of trends, not announcements: are you launching a new product? Link it to a broader social trend or a current issue in the market.
- Capitalise on current events (newsjacking): is something noteworthy happening in your sector? Immediately offer journalists your incisive perspective or reaction.
- Back up your claims with facts: journalists see right through sales pitches. Make sure you have concrete figures or research findings to hand that demonstrate your perspective is correct.
- Find someone to corroborate your story: find a customer, an investor or an independent expert who is willing to back up your story.
- Be available at a moment’s notice: when a journalist calls, they want an immediate response. Speed and a powerful quote often trump a ‘perfect’ press release that arrives too late.
Not sure whether your story will make it into the papers? Send it in for a free PR roast . We won’t be checking your grammar, but will immediately highlight where the strategic opportunities lie.
Choose a time that suits you within 30 seconds: 📅 Claim your free PR Roast (30 min)
Curious how PR can help your business? Reach out and let's talk!
Saartje Dietvorst
manley is a strategic PR and storytelling agency, founded by Saartje Dietvorst. We help organisations gain the recognition they deserve through the media, ensuring their impact resonates as widely as possible with the public and government bodies. Since 2014, we've been identifying the most compelling stories within companies and presenting them with razor-sharp precision. Based in Antwerp, we work across Europe. Because in a world full of AI-generated content, it's the authentic stories that matter.
Within financial services, our clients span private equity, venture capital, fintech, wealthtech, insurtech, regtech, banking, asset management and capital markets.
Find out more at www.manley.eu
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