Public Relations Explained: How PR agencies help businesses to enhance their reputations and build trust
- Empica
- 5 days ago
- 15 min read
Updated: 12 hours ago
A business's greatest asset often lies in its reputation. In an era where information spreads instantly and trust is paramount, mastering public relations is no longer optional, it’s a core part of business strategy. In this guide, you’ll learn exactly what public relations is, how PR works for businesses, and why it's essential for long-term brand success.
As a full-service PR agency with a 35-year track record, Empica explains the different types of PR services, how PR compares to advertising, and how you can use strategic communications to build trust, attract attention, and grow your brand.
Whether you're launching a product, entering a new market, or looking to raise your profile, this guide covers everything businesses need to know about public relations. You’ll also find expert tips on choosing the right PR agency, plus real examples from successful PR campaigns that delivered measurable results.
Table of Contents
Where does PR fit into marketing
What types of public relations are there?
What Are the Benefits of PR for Businesses?
Why digital PR is a must-have for modern businesses
How PR supports business growth and reputation
What Does a Public Relations Agency Do?
How to Get Media Coverage Using PR
How to Choose the Best Public Relations Agency for Your Brand
What is Public Relations?
Public relations, more often known as PR, is the process of strategically managing how your brand is perceived by the public. It’s about building and maintaining a positive reputation through trusted, earned channels, such as media coverage, thought leadership, partnerships, events, and community engagement.
But PR is more than just press coverage. At its heart, it’s about managing reputation, shaping narratives, and helping your brand communicate with clarity and confidence, especially during times of change, growth, or crisis.
Why Does PR Matter for Your Brand?
Unlike advertising, which is paid and controlled, PR works through earned media and authentic relationships. Done well, it not only boosts awareness, but it also actively shapes public perception and builds trust.
In a noisy, competitive market, brand reputation is one of your most valuable assets. That’s why PR public relations isn’t just a “nice to have”, it’s essential to sustainable, long-term success. In a noisy, competitive marketplace, brand reputation, it’s a critical part of long-term success.
Where Does PR Fit into Marketing?
Public Relations and advertising are both important tools for promoting your brand, but they function in very different ways, and each plays a distinct role in your overall marketing strategy.
PR vs Advertising: Earned Trust vs Paid Visibility
PR uses earned media such as print, broadcast, online media, social media, influencers, data insights, and real-time engagement to build authentic brand connections and shape your brand’s reputation.
PR relies on third-party endorsements: journalists, influencers, and customers sharing your story organically. This creates brand credibility and trust that advertising alone can’t match.
The Power and Limits of Paid Media
Advertising, on the other hand, is paid media. You control the message, where it appears, and when it runs, whether in magazines, online, or on social media ads. Advertising is effective for short-term brand visibility and reaching target audiences quickly, but because it is promotional, audiences know it’s an ad, and means it often lacks the authenticity needed to build long-term trust.
For example, PR helped Bristol Centre for Reproductive Medicine celebrate 40 years of IVF by sharing real patient stories on ITV News. When others tell your story, it carries more weight and connects emotionally with your audience.
PR for the Moments That Matter Most
Both PR and advertising have their place in a successful marketing mix. But when the goal is to build trust, demonstrate industry leadership, or protect your reputation in challenging times, PR plays the leading role. Visibility alone is not enough; credibility and trust are what truly make your brand stand out.
The Strategic Role of PR in Marketing
PR plays a strategic role in supporting marketing goals. While marketing to drive action – like website clicks, email signups or sales, PR builds the foundation of reputation and reinforces your brand identity. It adds third-party validation, boosts search visibility, and supports long-term growth. In a strong integrated strategy, advertising attracts attention, and PR turns that attention into lasting brand loyalty.
For a detailed breakdown of how marketing works, its core tactics, and how it complements PR, explore our in-depth guide to marketing vs PR.
What Types of Public Relations are There?
Public relations services connect organisations with different audiences through various strategies. At its core is media relations, which focuses on securing coverage through relationships with journalists across print, broadcast, and digital platforms. This involves pitching stories, arranging interviews, and handling media enquiries to keep brands visible, credible and relevant.
Crisis Communication and Reputation Management
Crisis management protects brand reputation when issues arise, whether it’s a social media backlash or negative press, helping brands respond quickly, communicate clearly, and regain trust. Take genetic testing company 23andMe, who were fined £2.3 million by the UK Information Commissioner’s Office for a ‘profoundly damaging’ data breach. Reputation isn’t just what people say anymore. It’s how quickly and thoughtfully you respond when things go wrong. That’s where public relations steps in. Good public relations is about spotting problems before they happen, shaping the story around your brand, and helping you stay in control, even when the situation feels out of your hands.
Why Reputation Management Matters More Than Ever
Today’s digital landscape means reputational risks spread fast. Social media and online news platforms amplify stories in seconds, often not in a brand’s favour. Just one negative headline or unhappy customer can undermine years of trust. Just ask the British Museum when it sparked a backlash after posting a meme on Instagram that suggested women “go to the Roman Army exhibition and look confused” to find men. Intended as a joke referencing a TikTok trend, it was widely seen as sexist and unprofessional. After initially defending it, the museum deleted the post and issued a formal apology. This highlights why proactive reputation management is a critical part of any PR strategy. Attempts to be trendy without audience insight can backfire, harming even the most respected brands.
Corporate and Stakeholder PR
Corporate PR focuses on the bigger picture, shaping how a company is perceived by investors, regulators, and the public through strategic stakeholder communication and responsible messaging. For example, when Empica client Westerleigh partnered with funeral tech firm Obitus to launch what they describe as the world’s first experiential funeral venue to create a personalised, immersive celebration of life.
Product PR
Product PR builds buzz around new brand launches with media reviews, influencer collaborations, and campaign coverage. Empica was tasked with supporting the launch of a new bathroom brand in the UK for Jaquar Group. Empica helped launch Artize to the UK trade with a striking showcase at Icetank, Covent Garden, generating buzz through targeted pre-event publicity and inviting key industry media. Empica also supported the Institute of Chartered Foresters with the launch of an interactive e-learning programme, using a targeted PR strategy to drive awareness, media coverage, and sign-ups across the UK’s forestry sector.
Digital PR and Influencer Outreach
Digital PR and influencer outreach combine SEO-driven PR with storytelling to earn high-authority backlinks and boost visibility. Influencers add authenticity, helping brands reach niche audiences and drive engagement.
These different types of PR combine to form a modern, integrated approach to managing reputation, building credibility and trust, and telling stories the build brand awareness, educate and inform.
What Are the Benefits of PR for Businesses?
From building brand awareness to protecting your business reputation when things go wrong, the benefits of PR are far-reaching. Whether you're launching a new product, attracting investment, or navigating a crisis, public relations helps businesses communicate clearly and confidently, with the people who matter most.
Done well, PR creates powerful connections between your business and your audience. It builds credibility through trusted third-party media coverage, increases online visibility in a crowded market, and helps shape a consistent narrative that aligns with your brand values and business goals.
Building Trust and Credibility
Public relations allows businesses to earn media coverage, not just pay for attention. This distinction is crucial. Through media coverage, expert commentary, and thought leadership and earned media placements, PR builds a trusted profile that advertising alone can’t achieve. When your name appears in credible news outlets or industry-specific publications, it sends a clear signal that your brand is trustworthy and established.
Enhancing Your Brand Presence
At Empica, we believe effective public relations goes far beyond just messaging, it’s about shaping perception and creating a professional, lasting presence.
For example, when working with White Care Group, we identified a key opportunity to elevate their brand by modernising their online presence. We supported them through a full website redesign, including writing tailored, engaging copy and arranging professional photography to reflect their services authentically. The result was a refreshed digital platform that positioned them as a trusted and professional care provider, attracting customers and building long-term partnerships.
Preparing for and Managing Reputational Risk
PR also acts as a crucial layer of crisis protection, helping businesses respond swiftly and effectively when their brand reputation is on the line. From preparing statements to managing media engagement, a proactive crisis PR strategy ensures you’re not caught off guard.
Supporting Long-Term Growth
Strong PR doesn’t just help in the short term, it’s essential for sustainable business growth. By consistently communicating your expertise, values, and vision, PR helps businesses build loyal customer bases, attract advocates, and open new opportunities for expansion and influence.
Why is Digital PR a Must-Have for Modern Businesses?
As global news distribution service PR Newswire puts it, digital PR can elevate a brand from “invisible to unmissable”. “Your brand lives in two worlds: physical and digital. Your online reputation can make or break your business, which means digital PR matters more than ever”.
Digital PR blends smart SEO with storytelling that resonates. Instead of relying on outdated link-building tactics, it earns high-quality backlinks by creating content people care about – think blog posts, research, or videos that catch attention and get picked up by trusted media and industry sites. This not only strengthens your SEO but also builds genuine credibility for your brand.
What Makes a Great Digital PR Campaign?
The most effective digital PR campaigns build long-term visibility, not just quick wins, by combining multiple tactics. Press releases remain a powerful tool for gaining media coverage and improving search rankings, especially when distributed through platforms such as global news distribution service PR Newswire. They help get your story in front of the right journalists and audiences, fast.
Modern PR is Digital First
Today’s public relations is digital-first. The latest Ofcom news consumption report reveals that online news (used by 71%) has overtaken television news (70%) for the first time, with radio (40%) and print (34%) noting declines from 2023. That’s why modern PR is digital first. It’s about creating stories that work across digital platforms, something that journalists want to cover and that audiences want to click, share, or search for. Meanwhile, AI is also transforming PR by enhancing data analysis, media monitoring, and content creation, enabling smarter decision-making and more efficient campaigns. PR is now deeply integrated with content marketing and social media, ensuring consistent storytelling across all channels and increasing engagement.
Getting it right
In 2025, IKEA finally launched its long-awaited loyalty points scheme “Better Late Than Never.” Instead of going the serious route, they embraced humour by reviving old viral trends like the Harlem Shake and Bottle Flipping in playful social videos. The meme featured on creative and strategic intelligence firm Contagious as their Campaign of the Week, with the editors calling it “a brilliant, self-aware stunt that flips a flaw into a feature”.
Partner with Influencers for Wider Reach
PR isn’t just about getting headlines anymore. It’s about working with the right people, such as influencers, creators, and podcast hosts, who already have the trust of your audience. Brand ambassador campaigns are pretty much a staple in UK influencer marketing. The ones that really stand out are those where influencers truly believe in charities or causes. They’re supporting, it makes their message feel real, and people really connect with it.
Showcasing products across social channels:
Take Gymshark as an example: the brand has forged lasting partnerships with a diverse roster of “Gymshark Athletes,” who consistently showcase its products across social channels and use affiliate links to drive engagement and sales. Influencer partnerships, when done right, bring your message to new audiences through authentic storytelling rather than paid ads.
Focusing on authenticity rather than sheer audience size, Rochelle Humes, formerly of S Club Juniors, now advocates for mental health support for young people. Marks & Spencer teamed up with her and the charity Young Minds UK for an interview campaign. Rochelle’s mix of childhood fame and current activism made her the perfect ambassador to connect with and engage a wide audience on mental health.
Just as Rochelle lends her voice to mental-health chat, Empica client Alla Orekhovska brought her personal story and craft to a national event, proving that when you tap someone with genuine community roots, your message instantly carries more weight. Just four weeks after opening her shop Flowers by Alla in Bristol, Alla a refugee from Kyiv, had the honour of providing floral displays for an event at 10 Downing Street, marking three years since Russia’s invasion of Ukraine.
How PR Supports Business Growth and Reputation
Public relations is changing fast, and bespoke PR services are gaining real traction. By tailoring strategies to fit a business’s specific goals and audience, PR agencies can deliver campaigns that truly hit the mark and make a bigger impact.
Craft Messages That Resonate With Your Target Audience
Effective PR for business growth starts with messaging that speaks directly to the people who matter most. When Camelot Care, a leading dementia care provider in Somerset, wanted to raise its profile, Empica developed a tailored PR and social media campaign that spoke directly to the people who mattered most, families, local communities, and care sector stakeholders. We focused on highlighting Camelot’s compassionate approach, sharing meaningful stories, and creating engaging content that built trust and connection. The result was a stronger brand presence and a deeper emotional connection with their audience, exactly what effective communication is all about.
Targeting Specific Media Channels
Strategic media relations and thought leadership are core to successful public relations. Empica supported international law firm Osborne Clarke in issuing expert commentary around new FCA anti-greenwashing rules. The PR campaign helped educate financial services businesses and positioned Osborne Clarke as a trusted adviser in a highly sensitive area of regulatory compliance. By crafting insightful content and strategic messaging, PR teams secure prominent coverage in highly relevant outlets, helping brands build authority, influence conversations, and connect directly with their most important audiences. This targeted approach drives credibility, strengthens reputation, and supports sustained business growth.
What Does a Public Relations Agency Do?
A public relations agency helps shape how your business is seen by the outside world. It’s not just about getting you in the news, it’s about crafting the right messages, telling the right stories, and building a reputation that earns trust over time.
Whether you’re launching something new, navigating a crisis, or looking to build your profile, a PR agency will act as your strategic partner, connecting you with the media, managing your reputation, and ensuring your message reaches the right audience, at the right time, through the right channels.
Turn your story into news
PR agencies know how to find the stories in your business and frame them in a way that catches a journalist’s attention. Whether it’s a founder’s journey, a campaign, a milestone, or expert commentary on a trending topic, they shape your news into something editors want to publish.
Manage your reputation across channels
It’s not just about good press, it’s about consistent, credible presence across media, search, and social. PR agencies monitor how your brand appears in the public eye and step in with messaging support when things don’t go to plan. From crisis management to day-to-day brand reputation, they help keep you in control.
Build strong media relationships
One of the most valuable things a PR agency offers is its network. Journalists are more likely to open an email or take a call from someone they trust. PR professionals have built those relationships over time, giving your story a better chance of being seen and shared.
Add Digital Firepower
Modern PR blends traditional media with digital strategy. PR agencies work to secure high-authority backlinks, boost SEO, and create content that performs across platforms. It’s not just about coverage anymore, it’s about visibility, shareability, and impact.
Tailor Strategies to Your Business Goals
Whether you’re a startup looking for fast traction or an established organisation needing long-term brand support, PR agencies shape campaigns around your unique goals. That could include influencer partnerships, internal communications, social media support, or integrated marketing campaigns.
Why a PR Agency Gives You the Edge
You might have a great product, team, or message, but without experience, contacts, and strategy, it can be hard to cut through. A dedicated PR agency brings the insight, industry knowledge, and media access you need to make an impact. In short: they know how to get people talking, and more importantly, they know how to get people listening.
How to Get Media Coverage Using PR
Have you ever wondered why some brands seem to get so much positive media exposure? That’s the power of strategic public relations. The Madame Tussauds x Greggs collaboration has been highlighted by PR reporting tool Coveragely as a prime example of smart, creative digital PR. To celebrate National Sausage Roll Day, bakery Greggs gave its iconic pastry the A-list treatment with a wax figure placed alongside national icons including Sir David Attenborough and Stormzy at the famous Baker Street attraction.
The campaign perfectly captured British humour, went viral across social media, and secured top-tier coverage from media including BBC News, Evening Standard and Mirror. With valuable backlinks and a noticeable SEO lift, it also reinforced Greggs’ playful brand identity, showing just how powerful a mix of cultural relevance, creativity, and well-timed media outreach can be. Mentions on respected news outlets and established platforms help grow your domain authority, improve search rankings, and drive consistent, high-quality traffic over time.
Strong digital PR also taps into user-generated content and influencer marketing, now a cornerstone of brand‑audience engagement across the UK and evolving social platforms and shifting consumer habits are likely to continue to redefine its impact. Encouraging reviews, testimonials, and social media engagement builds credibility and keeps your brand in the conversation. Together, these tactics create a digital PR strategy that connects with people, builds trust, and delivers lasting impact.
Combining PR with User-Generated Content and Influencer Reach
Strong digital PR also taps into user-generated content and influencer marketing, now a cornerstone of brand–audience engagement across the UK. Evolving social platforms and shifting consumer habits are likely to continue to redefine its impact. Encouraging reviews, testimonials, and social media engagement builds credibility and keeps your brand in the conversation. Together, these tactics create a digital PR strategy that connects with people, builds trust, and delivers lasting impact.
How PR companies help businesses grow and get noticed
Just being seen isn’t enough these days, there’s so much noise online that it’s easy to get lost. Public relations companies win by building trust, forging connections, and crafting authentic stories that resonate with the people businesses most want to influence.
After a challenging and little-known reproductive health diagnosis, Andreia Trigo, founder of Enhanced Fertility, set out to transform fertility care through personalised testing. Her story reached a wider audience thanks to strategic media placements, including a powerful feature in The Independent which helped build trust and awareness around her mission and brand, with support from Empica.
A feature in The Times helped highlight Clarke Willmott LLP’s innovative reverse mentoring scheme, offering prospective recruits, a valuable insight into the firm’s culture and values. The coverage was secured through targeted media outreach led by Empica.
Empica helped St Peter’s Hospice to announce their rebrand through the regional and media as part of a wider community campaign to raise awareness of charity’s work with people of all faiths, cultures and backgrounds.
Media Relations: A Core Part of PR
Media relations is the practice of building and maintaining strong connections with journalists and media outlets to secure coverage that raises your brand’s profile. PR agencies act as the bridge between your business and the press, pitching relevant stories, arranging interviews, and providing timely information to keep your brand in the news.
Understanding Journalists Needs
Empica helped secure a feature for full-service construction company Beam Development founder Dan Grimshaw on ITV, where he shared his views on a national summer shutdown boosting efficiency in the construction industry while onsite at one of his projects. A great opportunity to raise his profile and position him as a thought leader in the sector.
Effective media relations is about understanding journalists’ needs and responding to them, respecting deadlines, and offering newsworthy content that will be attractive to their audience. Tips for working with the media include being clear and concise, responding promptly, and building long-term relationships based on trust and reliability. This approach helps ensure your stories get the attention they deserve.
How to Choose the Best Public Relations Agency for Your Brand
These days, simply being seen isn’t enough; there’s so much noise online that it’s easy to get lost. PR isn’t a nice-to-have; it’s the backbone of any brand that wants to be seen, trusted, and ready for whatever comes its way. Whether you’re sharpening your media relations, syncing PR with marketing, or preparing for the unexpected, the right strategy can turn challenges into opportunities and conversations into credibility.
Empica helps brands rise above digital clutter through trust and storytelling.
Choosing a PR Partner as an Extension of Your Team
When you’re choosing a PR partner, look for a team that feels like an extension of yours — one with sector expertise, the right media and influencer connections, creative ideas that spark genuine engagement, and transparent reporting so you can see exactly how success is measured.
Whether you need traditional media outreach, press-release distribution, or SEO-focused campaigns, the right agency will help your brand stand out and be remembered for all the right reasons.
What to Look for in a Public Relations Agency
Choosing the right PR partner means finding a team that:
Understands your world, with industry experience and a proven track record.
Brings the connections, from journalists to influencers, who know how to move the needle.
Gets creative, telling your story in a way people remember.
Measures everything, offering transparent reporting so you see real, measurable results.
Connect with Empica PR experts now!
Find out how our PR experts can support your business. Get in touch with our PR specialists to arrange a free, no-obligation consultation.