Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and the public. Unlike advertising, where you pay for placement and control every word, PR earns attention through newsworthy stories and journalist relationships.
This guide covers what PR professionals actually do, how PR differs from marketing and advertising, the main types of public relations, and how to measure results.
What is Public Relations?
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and the public. The Public Relations Society of America (PRSA) defines it this way, and the definition captures something important: PR is about relationships, not just messages.
Unlike advertising, where you pay for placement and control every word, PR earns attention. You pitch a story to a journalist, and if they find it newsworthy, they write about it in their own words. This distinction matters because readers tend to trust editorial content more than paid placements.
PR also operates as a two-way street. The discipline involves sending messages outward while also listening to public opinion and adjusting accordingly. When a company monitors social sentiment after a product launch and changes its messaging based on feedback, that’s PR in action.
What is Public Relations?
The day-to-day work centers on creating and placing stories that shape perception. A PR professional might spend the morning writing a press release, the afternoon briefing an executive before a media interview, and the evening monitoring coverage of a competitor’s announcement.
- Media outreach: Pitching story ideas to reporters who cover relevant beats
- Content development: Writing press releases, bylined articles, and talking points
- Spokesperson preparation: Briefing executives so they stay on message during interviews
- Coverage monitoring: Tracking mentions and sentiment across outlets
The work requires strong writing and relationship-building skills. It also requires an understanding of what makes a story newsworthy, because journalists receive hundreds of pitches and ignore most of them.
Public Relations vs Marketing
Marketing and PR often sit in the same department, and the lines blur in practice. Yet they serve different purposes.
Marketing promotes products and services to generate demand. It owns paid channels like advertising, email campaigns, and sponsored content. The goal is pipeline and revenue.
PR builds organizational credibility and shapes perception. It earns coverage through relationships and newsworthy stories. The goal is reputation and trust.
Both functions support the same go-to-market motion. A strong brand reputation makes marketing campaigns more believable, and marketing content often provides material for PR pitches.
The work requires strong writing and relationship-building skills. It also requires an understanding of what makes a story newsworthy, because journalists receive hundreds of pitches and ignore most of them.
Public Relations vs Advertising
Advertising buys specific placements. You pay for a billboard, a search ad, or a sponsored post, and you control exactly what it says and where it appears.
PR earns coverage. You pitch a story to a journalist, and if they find it newsworthy, they write about it in their own words. You influence the narrative but do not control it.
The trade-off is straightforward. Advertising offers control and predictability. PR offers credibility, because readers trust editorial content more than paid placements. Most organizations use both.
Types of public relations
PR encompasses several specialties, each focused on a different audience or objective.
Media relations
Media relations involves building relationships with journalists to secure earned coverage. This is the most recognized PR function and often the first investment companies make. The work includes pitching stories, responding to reporter inquiries, and maintaining a network of contacts at relevant publications.
Analyst relations
Analyst relations focuses on industry analysts at firms like Gartner, Forrester, and IDC. In B2B technology, analyst opinions influence enterprise buying committees. A favorable Gartner report can determine whether a company makes the shortlist in a competitive deal.
Product PR
Product PR announces new features, launches, and updates. The goal is generating press coverage timed to product milestones, which supports both awareness and sales enablement.
Executive communications
Executive communications positions company leaders as thought leaders through speaking engagements, bylined articles, and media interviews. The executive’s personal brand reflects on the organization.
Corporate communications
Corporate communications handles broader organizational messaging: company news, M&A announcements, and investor communications. At public companies, this function often overlaps with investor relations.
Crisis communications
Crisis communications manages response during negative events. This specialty requires rapid response, clear messaging protocols, and often a pre-built playbook with holding statements ready to deploy.
Why Public Relations Matters
PR connects to business outcomes in ways that are sometimes indirect but real.
- Credibility: Third-party validation from journalists and analysts carries weight with skeptical buyers
- Visibility: Consistent coverage keeps the company top-of-mind in competitive markets
- Recruiting: Positive press attracts talent who want to work for recognized brands
- Investor confidence: Media presence signals market traction to VCs and board members
For B2B SaaS companies specifically, analyst relations directly influences enterprise buying committees. Gartner and Forrester reports often appear in RFP requirements, so a favorable position can determine whether you make the shortlist.
Common Public Relations Tactics and Channels
PR work gets done through a set of established tactics. Each serves a different purpose in the broader communications strategy.
Press releases and newswires
Press releases are formal announcements distributed through wire services like Business Wire and PR Newswire. Companies use them for funding rounds, product launches, executive hires, and partnership announcements.
Media pitches and reporter briefings
Media pitches are direct outreach to journalists with story ideas tailored to their beat. Briefings give reporters background context before they write, often under embargo so the company can coordinate timing.
Bylined articles and thought leadership
Bylined articles are opinion pieces published under an executive’s name in trade publications or business media. They position leaders as experts and give the company a platform to share its point of view.
Awards and industry rankings
Awards programs build third-party credibility. Submissions to Gartner Magic Quadrant, G2 rankings, or Inc. 5000 lists create proof points that sales teams can reference in conversations.
Speaking slots and conference placements
Speaking engagements at industry events put executives in front of target audiences. A keynote or panel slot signals market relevance and creates content that can be repurposed afterward.
Crisis Management in Public Relations
Crisis communication is a distinct discipline within PR. When something goes wrong, whether a product failure, executive misconduct, or security breach, the response determines how much lasting damage the organization suffers.
- Speed: Respond before the narrative is set by others
- Consistency: One spokesperson delivering one message
- Transparency: Acknowledge facts and avoid defensive language
- Monitoring: Track how coverage spreads and adjust if needed
Preparation matters as much as reaction. Companies with a crisis playbook, designated spokespeople, and pre-drafted holding statements respond faster and more coherently than those scrambling to figure out who speaks first.
How to Measure Public Relations Results
PR measurement has historically been difficult because the discipline focuses on awareness rather than direct conversion. Still, communications teams track several metrics to demonstrate value.
Share of voice
Share of voice measures the percentage of media coverage your company earns relative to competitors. You calculate it by tracking mentions over a defined period and comparing your total to the market.
Tier one media placements
Tier one placements are coverage in top publications like Wall Street Journal, TechCrunch, or Forbes. Quality matters more than quantity here, because one placement in a high-authority outlet often outweighs ten mentions in niche blogs.
Message pull-through
Message pull-through tracks whether journalists include your key messages or positioning in their coverage. If your press release emphasizes a specific differentiator and the resulting article mentions it, that’s successful pull-through.
Sentiment analysis
Sentiment analysis categorizes coverage as positive, negative, or neutral. Tracking sentiment over time shows whether your reputation is improving or declining.
Referral traffic and backlinks
Referral traffic measures website visits generated from media placements. Backlinks from high-authority publications also improve SEO, connecting PR activity to digital marketing outcomes.
How Public Relations Fits into a B2B Saas Go-To-Market Motion
PR does not operate in isolation. It supports brand awareness, which shortens sales cycles and improves outbound response rates. When a prospect has already seen your company in the press, the first sales conversation starts from a different place.
Media coverage also provides proof points for fundraising. Investors look for signals of market traction, and consistent press presence suggests momentum that financial metrics alone may not capture.
For B2B SaaS companies building their go-to-market function, PR fits within the broader brand awareness pillar alongside analyst relations, social media, and events. The discipline works best when integrated with demand generation and product marketing rather than treated as a standalone function.
