WHAT IS PR?

PR is one of the most misunderstood parts of communications.

It’s often confused with marketing, social media or publicity, which can make it difficult for organisations to know when they need PR, what it should do or how to use it well.

This page explains, in plain English, what PR actually is, what it isn’t and why that distinction matters.

What is PR, really?

Public Relations (PR) is not just press releases, media coverage, or “getting your name out there”.

At its core, PR is about shaping how people understand, trust, and choose your organisation.

PR influences reputation, credibility and visibility. It helps the right people understand who you are, what you stand for and why you matter, long before they buy, invest, apply or recommend.

PR is about clarity, trust and reputation

At its best, PR:

  • Supports decision-making
  • Shapes narrative and positioning
  • Builds credibility and trust with the audiences that matter
  • Supports the long terms growth by helping organisations navigate change or scrutiny

What PR is not

What PR is often mistaken for

PR is not:

  • Press releases for the sake of coverage
  • Social media content
  • Just influencer partnerships
  • A quick fix for poor strategy
  • “Spin” or reputation gloss

Those things may sit alongside PR, but they are not the purpose of it. When PR is reduced to outputs, organisations often end up busy, but not clearer, more trusted or better understood.

PR and marketing: How they work together

PR and marketing serve different roles.

Marketing is typically focused on demand, growth and conversion.

PR is focused on reputation, trust and long-term perception.

They work best when they support each other, but problems arise when PR is expected to behave like marketing, or when communications decisions are made without considering reputational impact.

Understanding the difference helps organisations use both more effectively.

When PR adds the most value

When PR really matters

PR adds the most value when organisations are:

  • Growing or changing
  • Entering new markets
  • Navigating complexity or scrutiny
  • Building long-term credibility
  • Making decisions that affect how they’re perceived

In these moments, clarity matters more than noise.

How we approach PR at CreateMCR

Our approach

At CreateMCR, we focus on calm, strategic PR that supports understanding – not just activity.

We work with organisations that:

  • Care about trust and reputation
  • Want to understand PR, not outsource it blindly
  • Value clear thinking over performative communications

Our role is to help PR make sense so it can do what it’s meant to do.

The different types of PR activity

PR isn’t one thing. It can include:

  Strategic PR

This is where PR should start.

  • Defining your narrative and positioning
  • Understanding your audiences and what matters to them
  • Aligning PR with business goals
  • Creating a clear platform for all communications

Without this, tactics struggle to land.

  Media Relations

What most people think PR is.

  • Securing relevant, credible media coverage
  • Comment and thought leadership
  • Product, brand or campaign storytelling

Media coverage works best when it’s part of a wider strategy.

  Thought Leadership

Positioning people or organisations as experts.

  • Opinion, insight and commentary
  • Speaking, articles and expert profiling
  • Building authority over time

This is about influence, not promotion.

  Corporate & Reputation PR

Focused on how an organisation is perceived.

  • Company announcements and milestones
  • Leadership visibility
  • Change, growth or crisis communications

This is especially important for scaling organisations.

  Internal & Stakeholder Communications

PR isn’t only external.

  • Engaging teams
  • Aligning internal understanding with external messaging
  • Supporting culture, change, and clarity

If people inside don’t understand the story, it won’t land outside.

Where PR needs to start

PR does not start with a press release.

It starts with:

  • Clarity: What are we really trying to achieve?
  • Insight: Who are we talking to and what do they care about?
  • Positioning: Why should anyone pay attention?
  • Consistency: Can we say this clearly, repeatedly and confidently?

When PR starts here, everything else – media, campaigns, content, launches – works harder and lasts longer.

Why PR takes time

Trust isn’t built overnight.

PR works by:

  • Repetition
  • Recognition
  • Credibility built over time

This is why PR is often described as a long-term investment, not a short-term tactic.

PR builds on itself. Each piece of credibility, visibility and recognition makes the next one more effective. Over time the impacts grows and when momentum builds, it’s powerful. PR gains value the longer you invest in it.