Coming from a long-time PR professional, let’s be honest: PR could use a little reputation management of its own. The industry is often misunderstood as either an unnecessary, “fluffy” add-on to marketing with tricky-to-measure ROI, or a glamorous whirlwind of champagne and exclusive parties (cheers, Ab Fab).
The decline of traditional media hasn’t helped PR’s image, either. It’s sometimes seen as a bit old-hat, overshadowed by the accessibility and DIY nature of social media. But as most savvy PR and marketing professionals know: the PR industry has quietly evolved and is more relevant than ever, especially in today’s digital-first world.
Why PR Still Matters
What is PR, in its essence? Getting people to talk about you, with the goal of creating a positive reputation with the public and raising brand awareness, seems a good definition. Marketing, on the other hand, is what you say about yourself – tooting your own horn, if you will – and it’s hard to build a reputation by doing purely this.
Modern PR is about meeting audiences where they actually hang out, not just aiming for the same big publications for each client. For an over-35 demographic, that might still mean newspapers, magazines or radio. For younger audiences, however, it could be TikTok, YouTube, niche newsletters or podcasts. Successful campaigns blend traditional and new media to tell a cohesive story across multiple channels. It’s all about creating content and narratives that resonate and spark interesting conversations, wherever your audience happens to be.
Brand reputation building
Brand reputation building is still crucial to business success. Although the media we use as a vehicle for this might have shifted slightly (and will forever continue to do so – hello Tik Tok being banned in the US!). Modern PR still focuses on storytelling, but might use a mixture of online magazines, influencer partnerships and podcast guesting to get the key messages out there. The lines between PR and marketing will continue to blur further as we step into this integrated PR campaign age, where content needs to resonate across multi-media landscapes.
The PR-SEO Connection
In today’s online world, a strong digital footprint isn’t just a nice-to-have, it’s essential. Being featured in credible publications not only builds your brand’s reputation, but also boosts your search engine rankings through backlinks from high-authority websites. These links are like a vote of confidence from trusted sources, helping your brand stand out in search results. Plus, due to the AI search generators, brand mentions without backlinks will also positively impact online brand visibility.
Building Trust and Awareness
Social media is great for self-promotion – think of it as you talking about yourself. But PR? That’s what others are saying about you, and that third-party endorsement undoubtedly carries more weight. Whether it’s a journalist, an influencer, or even a friend’s recommendation, those outside voices can make all the difference in building trust, credibility, and cult communities around brands. There’s a reason PR has the nickname ‘earned media’.
Measurable
Another common criticism of PR is that it’s hard to measure. Traditional PR, especially in print, historically relied on vague metrics like circulation numbers, but thankfully the game has changed. Today, digital PR agencies (like Seed!) use data-driven tools to measure the impact of PR campaigns. From tracking backlinks to monitoring media impressions and engagement, PR is now as measurable as any other marketing strategy if you have the right tools.
More Than Champagne and Parties
And as for the stereotype that all we do is sip champagne at glamorous events? If only! PR today is a blend of creativity, strategy, and hard work – less red carpet, more results-driven campaigns.
Why PR at Seed?
Having worked in PR for over a decade, I’ve seen firsthand how the industry has transformed. It’s no longer a standalone strategy, it’s a powerful complement to SEO, social media, PPC, and more.
At Seed, we’re thrilled to be now integrating digital PR into our offering. Whether it’s securing impactful press coverage, building backlinks, or shaping brand perception with influencer partnerships, our PR team is ready to help clients build their brands in the smartest ways possible.
So, no, PR isn’t dead. It’s evolved. And when done right, it’s one of the most powerful tools for building trust, boosting visibility, and connecting brands with their audiences in meaningful ways.
