Public relations (PR)
In short
Public relations (PR) is the practice of managing a company's reputation and public communication. It aims to earn attention from journalists, analysts, influencers, and communities, instead of buying placement.
In B2B, PR supports go-to-market by giving buyers third-party reasons to trust you. A credible mention in a trade publication or analyst report often carries more weight than the same claim on your own website.
What PR teams do
- Media relations: Pitching stories and building relationships with journalists. See media relations.
- Announcements: Funding, launches, partnerships, and hires.
- Thought leadership: Bylined articles, speaking slots, and expert commentary.
- Crisis communication: Responding clearly when something goes wrong.
- Analyst and community relations: Briefing analysts and engaging relevant communities.
PR vs. advertising and marketing
Advertising is paid and controlled. PR is earned and not guaranteed, since editors decide what to publish. That is why coverage tends to be seen as more credible, and also why it is less predictable.
How GTM teams use PR
PR creates reference points for sales. Reps can share an article in an outreach email, and prospects who search your name find independent sources. It also lifts other channels: ads and emails perform better when the brand is already recognized.
Say a startup shares a data-backed insight from its own customers with trade reporters. A published article gives sales a link to send and gives the site backlinks. The example is illustrative.
How to measure PR
Counting mentions is a start but is weak alone. Better signals are coverage in publications your buyers read, referral traffic, branded search growth, inbound inquiries, and deals where the buyer mentions seeing the coverage.
Common mistakes
- Pitching without a story: Journalists want news, data, or a clear angle, not product features.
- Mass pitching: Irrelevant emails damage relationships.
- Measuring only volume: One strong placement can beat many weak ones.
- Waiting for a crisis: Build relationships before you need them.
Building a simple PR plan
Start with two or three messages you want buyers to associate with your company, and the publications they read. Then find news you can honestly offer: original data, a notable customer result, a hire, or a product change.
Build a short list of relevant journalists and read their recent work before pitching. Keep emails brief, offer a clear angle, and follow up once. Share every placement with sales and add it to your site, so the coverage keeps working after publication.
Public relations FAQs
What is public relations (PR) in business?
Public relations is the practice of managing a company's reputation and communication with the public. It focuses on earning coverage and trust from journalists, analysts, customers, and communities rather than paying for ad placement.
What is the difference between PR and advertising?
Advertising is paid and fully controlled by the company. PR is earned through relationships and newsworthy stories, and editors decide what to publish. PR coverage tends to be seen as more credible, but it is less predictable and harder to control.
How does PR help B2B sales and marketing?
PR gives buyers independent proof that your company is credible. Articles, analyst mentions, and awards can be shared in outreach, improve search visibility, and make ads and emails perform better because prospects already recognize the name.
How do you measure public relations results?
Look at coverage in publications your buyers read, referral traffic, branded search growth, inbound inquiries, and deals influenced by coverage. Mention counts alone are weak, since one strong placement can matter more than many minor ones.
