What does a PR agency do? A simple guide for brands

Public relations is one of those industries that almost everyone has heard of, but far fewer people can clearly explain. Ask ten business leaders what a PR agency does, and you may get ten different answers, ranging from “they deal with journalists” to “they handle crises” to “they post on social media”. All are partly right, none are complete.

For brands trying to decide whether to invest in PR, the confusion is understandable. Unlike advertising, PR does not come with a neat price-per-click or guaranteed column inches. Its value is less immediate, more reputational and, when done well, quietly transformative.

So what does a PR agency actually do? And what should brands realistically expect from one?

At its core, PR is about reputation

A PR agency helps organisations manage how they are perceived. That perception might be shaped by news coverage, social media conversations, thought leadership, partnerships or how a company responds when something goes wrong. In short, PR is about trust.

While advertising allows a brand to say what it wants, PR works in the spaces a brand does not fully control. Journalists decide what to publish. Audiences decide what to believe. A good PR agency understands this dynamic and works within it, helping brands earn attention rather than buy it.

Media relations: the most visible part of the job

For many people, PR begins and ends with press coverage. Media relations is certainly a major part of the role. PR agencies build relationships with journalists, understand what makes a story newsworthy and pitch ideas that align with a publication’s audience.

This is not simply about sending out press releases. In fact, most press releases are ignored. Effective media relations involves timing, context and relevance. It means knowing when a product launch is genuinely interesting, when data can support a wider story, or when a brand spokesperson can add insight to a breaking issue.

For brands, the value lies not just in coverage, but in credible coverage. A mention in a trusted outlet can do more for reputation than pages of paid advertising.

Strategic storytelling, not spin

Despite its reputation, modern PR is not about spin. It is about storytelling grounded in reality. A PR agency works with a brand to identify what truly differentiates it: its purpose, expertise, impact or point of view.

This often involves sharpening a narrative. What does the brand stand for? Why does it exist? Why should anyone care? These questions may sound abstract, but they guide every tactical decision, from which journalists to approach to what tone a CEO should take in an interview.

For growing brands, this strategic work can be as valuable as any coverage. It creates consistency, ensuring that what customers read, hear and see aligns with what the company is trying to build.

Thought leadership and credibility

Another key role of a PR agency is helping leaders become trusted voices. Thought leadership is not about self-promotion, it is about contributing meaningfully to a conversation.

PR agencies help senior spokespeople write opinion pieces, comment on industry trends and speak at events. They advise on when to speak, when to stay quiet and how to express views in a way that builds authority rather than backlash.

For brands in crowded markets, thought leadership can be a powerful differentiator. It positions the company not just as a seller of products or services, but as a source of insight.

Crisis management: preparing for the worst

Most brands hope they will never need crisis communications. The reality is that issues arise: data breaches, product recalls, regulatory scrutiny, social media backlash or internal problems that become public.

A PR agency helps brands prepare for these moments before they happen. This may involve risk assessments, holding statements and media training for senior leaders. When a crisis does hit, the agency advises on messaging, timing and tone, often under intense pressure.

The aim is not to make a problem disappear, but to respond responsibly. Silence, defensiveness or inconsistency can do lasting damage. Clear, honest communication can help protect trust, even in difficult circumstances.

Supporting launches and growth

PR agencies also play a practical role in supporting business milestones. This might include product launches, market expansions, funding announcements or rebrands.

Here, PR works alongside marketing and advertising, amplifying key moments and ensuring they reach the right audiences. A successful launch is rarely just about one day of coverage; it is about building momentum before and after, and embedding the message into a wider narrative.

For startups and scaleups, this can be particularly valuable. Well-placed coverage can help attract customers, partners, investors and talent.

Social and digital PR

While traditional media remains important, PR today extends far beyond newspapers and broadcasters. Digital PR includes working with online publications, influencers, podcasts and social platforms.

Some PR agencies also advise on social media strategy, particularly around brand voice and crisis response. Others collaborate closely with digital marketing teams, using content and data to generate links, visibility and engagement online.

The boundaries between PR, marketing and communications are increasingly blurred. The best agencies understand how reputation is shaped across all these channels, not just in print.

What PR does not do

It is equally important to be clear about what a PR agency does not do. PR cannot guarantee coverage. It cannot fix a fundamentally flawed product or unethical behaviour. It cannot replace customer service or internal culture.

PR works best when it reflects reality, not when it tries to disguise it. Brands that see PR as a quick fix are often disappointed. Those that see it as a long-term investment tend to benefit most.

Choosing the right PR agency

Not all PR agencies are the same. Some specialise in consumer brands, others in B2B, technology, fashion or public affairs. Some are driven by creative campaigns, others by strategic counsel or crisis preparedness. The differences matter, because PR is rarely a one-size-fits-all discipline.

For brands, the key is alignment. A good PR agency should take the time to understand the business, its market and its pressures. It should be willing to challenge assumptions, not simply echo them, and be honest about what is achievable and over what timeframe. Chemistry matters, but so does clarity about roles, expectations and success.

At Hendrix Rose PR, the focus is on working with startups and SMEs across both B2B and consumer sectors. That often means supporting businesses at moments of change: launching, scaling, entering new markets or refining how they present themselves to the world. The emphasis is on practical, thoughtful PR that builds credibility steadily rather than chasing headlines for their own sake.

For growing brands, choosing an agency that understands both the commercial realities of early-stage businesses and the long-term nature of reputation can make the difference between activity that looks busy and PR that genuinely supports growth.

A long game worth playing

Ultimately, a PR agency helps brands build, protect and grow their reputation. The results are not always immediate, and they are not always easily measured. But over time, strong PR can shape how a brand is understood and trusted.

PR, at its best, does not shout. It listens, advises and helps brands earn their place in the conversation.

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