Public relations marketing plays a major role in how businesses build trust, manage reputation, and grow visibility. Whether you’re running a small business or a nonprofit or working in a large company, understanding how public relations marketing works can help you attract attention in the right way.
Statista expects the global public relations market to reach $133 billion by 2027, demonstrating the rapid growth of this industry. In today’s digital world, where news spreads quickly and customer opinions can impact a brand instantly, public relations (PR) is more important than ever.
In this article, you’ll learn exactly what public relations marketing is, how it works, why it matters, and how you can use it effectively for your brand.
What Is Public Relations Marketing?
Public relations marketing refers to using media and strategic communication to create a positive image for a business, organisation, or individual. It focuses on earned media, such as news features, interviews, and influencer mentions, rather than paid ads.
PR marketing helps brands
- Gain credibility
- Share their story
- Manage public perception
- Respond to crises
- Increase awareness without direct selling
For instance, a mention on a well-known news website or an interview on a podcast can establish trust more quickly than a sponsored advertisement.
What’s the Difference Between PR and Marketing?
While both PR and marketing aim to promote a brand, their approach is different.
| Public Relations | Marketing |
|---|---|
| Builds relationships | Drives sales |
| Earned media | Paid media (ads) |
| Long-term reputation | Short-term campaigns |
| Focuses on trust | Focuses on offers and conversion |
PR supports marketing by making people aware of a brand and building a positive image, which helps marketing efforts convert better.
Why Is Public Relations Marketing Important?
Public relations marketing is important for several reasons.
#1. It Builds Trust
According to Nielsen, 92% of people trust earned media (like word-of-mouth and press mentions) more than ads.
#2. It Shapes Public Perception
PR helps control how people see a brand by sharing the right messages at the right time.
#3. It Helps in Crisis Management
When bad news breaks or issues arise, PR provides a plan for how to respond quickly and protect a brand’s reputation.
#4. It Supports Business Growth
PR boosts visibility, which can attract more customers, investors, and media attention.
How Does Public Relations Marketing Work?
Public relations marketing works through a coordinated process that blends storytelling, media outreach, relationship building, and strategic communication. It’s not a one-time campaign — it’s a long-term effort to shape how the public perceives your brand.
Let’s break it down in a more practical, step-by-step way:
#1. Identify the Goal
Before launching any PR effort, you need a clear objective. Some common PR goals include:
- Launching a new product or service
- Managing a brand crisis or negative publicity
- Building brand awareness in a new market
- Rebranding or repositioning a company
- Driving traffic to a specific campaign or event
Clarity about the goal will determine the tone, message, and channel for your campaign.
#2. Create the Message
A good PR message is clear, relevant, and memorable. It’s not just about facts—it’s about how those facts connect with people emotionally or socially.
Ask yourself:
- What problem does your brand solve?
- What story would journalists or bloggers want to tell?
- What makes this newsworthy?
For example, instead of “We’re launching a new skincare cream,” say,
“Our new plant-based skincare cream is inspired by Nigerian herbal traditions and made by women in rural communities, supporting sustainable income.”
That’s a story people want to share.
#3. Choose the Right Channel
Every PR message needs a delivery method. The right channel depends on where your audience pays attention and what kind of story you’re telling.
Channels include:
- Press releases (for official company news)
- TV interviews (for thought leadership or product launches)
- Podcasts (for storytelling and deep dives)
- Blogs and online publications (for expert advice or case studies)
- Social media (for behind-the-scenes, live coverage, or viral moments)
- Influencer partnerships (to tap into trust and niche communities)
- Events or trade shows (for direct public or media engagement)
The chosen channel can determine the effectiveness of the message. A product launch might need a press release and social buzz, while crisis communication may require a CEO interview and a clear online statement.
#4. Pitch to Media
Media pitching is the act of contacting journalists, bloggers, or influencers with a newsworthy story or offer. Your pitch should:
- Be brief and to the point
- Personalise the message (mention their past work)
- Highlight why their audience would care
- Include any supporting visuals or data
For example:
“Hi [Journalist’s Name], I saw your recent piece on eco-friendly fashion. We’re launching a biodegradable shoe line next month, with a powerful story behind it. Would you be open to an exclusive?”
A successful pitch doesn’t beg for attention—it offers value to the media outlet and its audience.
#5. Monitor Results
The work doesn’t end once your campaign goes live. You need to track and analyse performance to know what worked.
Key things to monitor:
- Media mentions and backlinks
- Social media engagement and shares
- Website traffic spikes linked to coverage
- Search volume for your brand or product
- Sentiment analysis — were the mentions positive, neutral, or negative?
Tools like Google Alerts, Mention, Meltwater, or Brand24 can help track public sentiment and media activity.
Types of Public Relations Strategies
There is no universal approach to public relations. Different goals require different approaches. Here are the most common and effective PR strategies businesses use:
#1. Media Relations
Media relations is the backbone of public relations. It involves building relationships with journalists, editors, bloggers, and podcast hosts to earn media coverage.
Use this strategy when:
- You have newsworthy stories (e.g., product launches, funding rounds, awards)
- You want to build authority and visibility
- You need third-party credibility to support your brand
Good media coverage from trusted sources can do more for your reputation than any paid ad.
#2. Press Releases
A press release is an official written statement shared with media outlets to announce news. It typically follows a formal format: headline, summary, body, and contact info.
Use press releases to:
- Announce product or service launches
- Share partnerships or acquisitions
- Celebrate company milestones or awards
- Address crisis responses or leadership changes
For best results, keep it news-focused—not salesy—and include quotes, images, and clear data.
#3. Crisis Communication
This is the strategy you use when something goes wrong: product failure, bad press, customer backlash, or internal misconduct.
An effective crisis communication plan includes
- A designated spokesperson (often the CEO or PR lead)
- Pre-approved messaging templates
- Fast response timelines
- Transparency and accountability
Companies that manage crises with honesty and clarity often come out stronger than those that stay silent or defensive.
#4. Influencer and Blogger Outreach
In today’s digital world, influencers are powerful storytellers. This strategy involves reaching out to niche influencers, bloggers, or content creators who align with your brand.
Use influencer outreach when:
- You’re launching a consumer product or experience
- You want real-world use-case reviews
- You want to target specific demographics
Micro-influencers (those with 10k–100k followers) often have better engagement rates than celebrities and can drive highly targeted traffic.
#5. Event Management
Event-based PR allows brands to engage directly with the public or the media. These can be physical or virtual events.
Examples include:
- Product launch parties
- Press conferences
- Webinars or live Q&A sessions
- Sponsorship of community events or festivals
Events create buzz and are often followed by media coverage, social content, and influencer posts.
#6. Thought Leadership
Thought leadership positions company leaders or subject experts as authorities in their field. It builds trust and improves brand reputation over time.
Tactics include:
- Publishing opinion articles in business publications (like Forbes or Business Day)
- Hosting LinkedIn Live sessions or YouTube interviews
- Speaking at industry conferences
- Contributing insights to media roundups or whitepapers
This strategy works especially well in industries like tech, finance, health, and education, where trust and expertise are critical.
How to Start Public Relations Marketing (Step-by-Step)
You don’t need to be a big company or have a massive budget to start public relations marketing. Whether you’re an entrepreneur, marketing executive, or part of a nonprofit, this step-by-step guide will help you launch your first PR efforts effectively.
Step #1: Set a Clear Goal
Start by identifying exactly what you want your public relations campaign to achieve.
Common PR goals include
- Building brand awareness
- Fixing negative brand perception
- Promoting a new product or service
- Attracting media attention
- Gaining credibility in a new market
Example: If your company is launching a new app, your goal could be to get tech blogs and local media to cover the launch.
Step #2: Know Your Audience
You need to understand:
- Who do you want to reach (e.g., young professionals, parents, investors)
- Where they get their information (e.g., Instagram, TV, LinkedIn, podcasts)
Ask yourself:
- What are their interests and concerns?
- What media do they trust?
- What topics will grab their attention?
Create a simple audience profile (also called a “media persona”) to guide your messaging and channel selection.
Step #3: Develop Your Key Message
Your message should be short, clear, and easy to remember. It needs to answer:
- Who you are
- What you’re offering
- Why it matters
Craft 2–3 key talking points that every media contact, spokesperson, and team member can use consistently.
Example:
“Green Glow is an eco-friendly skincare brand using Nigerian plant ingredients to solve skin sensitivity. Our mission is to make natural skincare safe, affordable, and local.”
Step #4: Create a Press Kit
A press kit (also called a media kit) is a collection of materials that journalists or bloggers can use when covering your story.
Include:
- Company overview or story (short paragraph)
- High-quality logo and product images
- Founder/CEO profile and photo
- Contact information
- Links to website and social handles
- Previous press mentions (if available)
You can store it in a Google Drive folder or upload it as a downloadable PDF on your website.
Make your press kit easy to access. Add the link to your email pitch.
Step #5: Reach Out to Media
Start identifying relevant journalists, bloggers, podcasters, or influencers who cover stories similar to yours. Build a list using
- Google search (e.g., “Top tech blogs in Nigeria”)
- Media databases like Muck Rack or Press Hunt
- Twitter/X (many journalists post their interests)
When writing a pitch:
- Use their name
- Reference something they’ve written
- Explain why your story is relevant to them and their readers
- Keep it short (100–150 words)
- Include a link to your press kit or website
Pitch example:
“Hi Sarah, I read your recent article on clean beauty brands in Africa and loved the insights. I wanted to share a new Nigerian brand that just launched an eco-friendly product line inspired by native herbs. Would you be open to a quick chat or receiving our press kit?”
Step #6: Monitor and Follow Up
After sending your pitches, monitor:
- Who opens or replies
- Where your story appears
- How people are reacting
Follow up within 3–5 days if you don’t hear back. Be polite and helpful, not pushy.
Tools to track your mentions:
- Google Alerts (free)
- Mention or BuzzSumo (paid/freemium)
- Meltwater or Brand24 (advanced tools for bigger campaigns)
Always thank journalists when they cover your story, and share their article on your social channels to build stronger relationships.
How to Measure the Success of PR Marketing
Public relations isn’t just about “getting mentioned.” You need to measure what kind of attention you’re getting and whether it’s helping your brand.
Here are the most important metrics to track:
#1. Media Mentions
How many times has your brand been mentioned in online or offline media?
You can track:
- Blog articles
- News coverage
- Radio or TV interviews
- Influencer shoutouts
Why it matters: More mentions usually mean more visibility and authority.
#2. Website Traffic
Check your website analytics (e.g., Google Analytics) for spikes in traffic after a PR campaign.
Look for:
- Referral sources (where people are coming from)
- Increases in page views and new visitors
- Landing pages with the most hits (especially the ones shared in your pitch)
Why it matters: PR coverage can drive valuable traffic, especially if the article links to your site.
#3. Search Volume and Brand Mentions
More people searching for your business or product online is a good sign of rising interest.
Use tools like
- Google Trends
- SEMrush or Ahrefs (for search volume)
- Social listening tools to track brand mentions
Why it matters: People searching for your brand are likely more aware and interested.
#4. Social Media Engagement
Track:
- Share your press features
- Comments and reactions
- Influencer or media tags
- Hashtag mentions
Why it matters: Social engagement shows how your message is spreading beyond the original source.
#5. Sentiment Analysis
This indicator shows whether people are talking about your brand positively, neutrally, or negatively.
You can:
- Manually read comments and headlines
- Use tools like BrandMentions or Hootsuite Insights to automate sentiment scoring
Why it matters: It’s not just about being mentioned — it’s about how people feel about your brand.
#6. Lead Generation or Conversions
If your PR campaign included a call to action (e.g., “Visit this page” or “Sign up for early access”), track
- Sign-ups
- Downloads
- Inquiries
- Purchases
PR helps build trust, which can lead to sales, especially if you combine it with a smart landing page or offer.
Top Public Relations Tools and Platforms You Can Use
Starting with PR marketing doesn’t require expensive software. Here are some popular, beginner-to-advanced PR tools that help manage outreach, track mentions, and improve results:
| Tool | Purpose | Features |
|---|---|---|
| Google Alerts | Media monitoring | Free tool to track keyword/brand mentions |
| Muck Rack | Media outreach | Find journalist contacts and manage press lists |
| BuzzSumo | Content and PR research | Discover viral stories, influencer mentions |
| Canva | Design press kits or social graphics | Easy-to-use design tool for branding |
| Hunter.io | Email outreach | Find and verify journalist emails |
| Prowly | PR CRM | Create media databases, send press releases |
| Mention | Real-time monitoring | Tracks brand mentions across web and social media |
| Pressfarm | PR distribution | Submit press releases to media databases and outlets |
📌 Tip: Start free with Google Alerts and BuzzSumo, then scale with tools like Muck Rack or Prowly as your PR needs grow.
Examples of Great PR Campaigns and Why They Worked
Looking at successful campaigns can give you ideas and inspiration. Here are three memorable public relations marketing examples:
Always’ #LikeAGirl Campaign
- Goal: Shift public perception of the phrase “like a girl.”
- Strategy: Powerful video + influencer support + media coverage
- Result: Over 90 million views, global awareness, positive media sentiment
Spotify Wrapped
- Goal: Personalise the user experience and get people to share
- Strategy: Data-driven storytelling through yearly recaps
- Result: Millions of free mentions and viral social media trends every December
Nike’s Colin Kaepernick Campaign
- Goal: Support social justice and spark conversation
- Strategy: Bold ad messaging tied to social impact
- Result: High engagement, brand loyalty boost, and media buzz worldwide
Great PR campaigns tell emotional, relevant stories and invite people to participate.
How Public Relations Supports SEO and Content Marketing
Public relations and SEO work better when combined. Here’s how PR helps your online visibility:
- Backlinks: Getting mentioned in news articles or blogs often earns you backlinks, essential for SEO ranking.
- Content Amplification: Press features or interviews boost your blog posts or landing pages.
- Search Engine Visibility: If people search your brand and see positive articles, it builds authority and trust.
- Keyword Optimisation: Press releases that include industry keywords can rank on Google News or organic search.
Example: If a PR campaign gets your product featured on TechCabal or BusinessDay, and those sites link to you, your domain authority increases—and so does your Google ranking.
Common Public Relations Mistakes to Avoid
- No clear message – Without a consistent brand voice, your PR can confuse audiences.
- Poor media targeting – Sending pitches to the wrong journalists wastes time.
- Overhyping the story – If it’s not really newsworthy, journalists won’t cover it.
- No follow-up – One pitch isn’t enough. Follow up politely if you don’t get a response.
- Ignoring negative feedback—Address public criticism professionally; silence may do more harm.
Key Takeaways
- Public relations marketing builds trust, not just buzz.
- It works best when it complements marketing, not replaces it.
- Media relations and storytelling are essential PR tools.
- Crisis communication is part of a successful PR plan.
- PR success can be measured through mentions, traffic, sentiment, and reach.
Conclusion
Whether you’re a business owner, marketer, startup founder, or nonprofit leader, public relations and marketing help shape how people see your brand. It helps you tell your story, gain trust, and respond smartly when challenges arise.
With the right strategy, tools, and consistency, PR becomes a powerful part of your overall growth. And the best part? You don’t need to be famous or have a big budget to start.
So, how will your brand start using public relations marketing to stand out?
Related Articles
- Individual Marketing: Best Practices for Customising Offers and Messages
- Analysing Competitor Marketing Strategies to Strengthen Your PR Approach
- Everything You Should Know About PR Marketing
- SMART PR Goals: Examples & All You Need
- Advertising vs Marketing vs PR: When To Use Each
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