“What exactly do you do?” Ah yes — the question I get asked all the time as a public relations professional. My family still asks. My friends still wonder. And no, it’s not just attending parties in Paris in designer dresses. (Sorry, Emily.) 😅
Since today is World PR Day, I figured it’s the perfect moment to pull back the curtain, have a little fun, and share why PR is powerful, dynamic, and yes — sometimes a little chaotic in the best way.
What is PR?
Well, to start, PR is not typically what you see in the movies or TV shows like the Netflix hit series, “Emily in Paris.” We’re not always off to an event, wining and dining clients, or wearing couture. It may be true in the world of high fashion but B2B PR is not all couture and caviar. However, one thing Emily does get right is the power of storytelling.
Whether you’re announcing a new product, launching a new initiative or sharing big funding news, PR can help drive interest, educate and shape conversations. Essentially, PR is storytelling with a strategy, i.e., selling a story to the right audience and communicating it strategically through the media. Every business has a story to tell and it’s up to PR professionals to find the most compelling narrative and connect it to the right audience at the right time. That is my job as a PR Director, and it’s what my colleagues and I have the privilege to do every day at Trevi Communications.
Why PR Matters
PR has come a long way from its roots. PR founders Ivy Lee and Edward Bernays may have set the stage, but today’s professionals are doing way more than sending out press releases.
Today, PR has morphed from basic media relations to a sophisticated and much-needed industry encompassing digital marketing, brand strategy, content development, social media, and crisis comms. All of these have the power to influence public opinion and influence purchasing behavior. That’s why PR matters. It’s not just about putting out press releases and organizing events – it’s about creating and nurturing an organization’s perception and brand image.
PR can very easily make or break a business. Through smart PR tactics and strategies, organizations can tell compelling stories, build trust, establish credibility, and engage with their audiences. With the right PR team guiding the way, achieving this is possible. And bad PR? Let’s just say it can tank a brand faster than you can say “Twitter rebrand.”
What We Do
PR pros are the ultimate multi-taskers. Some specialize in media relations while others focus on content creation. It ultimately comes down to what the PR needs are for a company. They may be dealing with a sudden crisis, or maybe they see the value of year-round strategic support and tactical execution. Whatever their needs are, we always have the right solution and plan for them.
Here’s a peek at what we do at Trevi:
- Media Relations and Media Training – We pitch your story to reporters, secure the interview, and prep you to own the conversation.
- Brand Strategy – We help you define and develop your voice, vibe, and vision.
- Digital and Content Marketing – We identify and engage with the most effective digital channels through which to tell your story.
- Crisis Management – We’re your “calm in the storm” when things get messy, offering level-headed advice and clear direction to navigate the crisis.
- Social Media – From LinkedIn to TikTok, we help you show up smart and sharp.
Every client is different. Some come to us during a brand overhaul, some looking to get on the map, others are in a full-blown crisis. But no matter the situation, we build a plan that makes sense and moves the needle.
B2B vs. B2C: What’s the Difference?
The PR program you implement for your company will also depend on the type of business you have. If you sell or interact with individual consumers, you want business-to-consumer (B2C) PR. If you sell or interact with other businesses, you want business-to-business (B2B) PR, which is what we do at Trevi.
When I first started my career in PR, I worked at a fashion and lifestyle agency working primarily with fashion designers and children’s toy manufacturers. My day-to-day involved pitching designer pieces or toy products to consumer publications (the glossies as we’d call them), as well as to influencers and bloggers for inclusion in photoshoots, product round-ups, or reviews. B2C PR targets individual consumers so the messaging is usually emotionally driven and focused on lifestyle benefits or product features that appeal directly to the end-user.
Now, I work in B2B PR, helping companies in tech, energy, finance, legal, and HR communicate with — and influence — other businesses. It’s all about thought leadership, credibility, and industry authority. We’re placing clients in trade publications, getting them on niche podcasts, and putting them on stage at industry events. It’s strategic, precise, and deeply rewarding.
While B2B and B2C share the core goal of storytelling and strategic communication, their approaches are significantly different. Because their target audiences and objectives are not the same, choosing the right approach for your business is key.
Happy World PR Day!
At the end of the day, PR is about people — understanding them, engaging them, and moving them with a story that resonates. So on World PR Day, if you know someone working in PR — shoot them a thank you. They’ve earned it! Now, if you’re a company that is interested in or considering hiring a PR firm, hit us up here and we’d be happy to discuss what we can do for you.
