What PR Professionals Actually Do

Hey there,

In our latest post, we’re tackling a common question we get all the time: What do folks outside (and maybe even inside) the industry get wrong about PR? We reached out to our talented team of experts to share their insights, and the answers might surprise you. From the biggest misconceptions to the real truths behind what makes effective PR, this is the kind of inside info that can change how you see the game.

Whether you’re a newbie trying to understand the true value of relationships, a seasoned pro refining your strategy, or simply someone curious about what it really takes to earn meaningful coverage, these insights will give you a fresh perspective. Spoiler alert: PR is so much more than just getting press. It’s about storytelling, timing, trust, and long-term relationship building. (Just ask Barbara Corcoran.)

Ready to clear up the myths and get the real scoop? Let’s dive in!

• “All press is good press” is a lie: Some stories are better left untold. What’s true is that great PR professionals can turn mistakes – even crises – into a great story. It takes nuance, narrative ability, and strategy to turn grime into gold, but it can be done. One of my favorite examples is this Faherty feature in Inc., showcasing how humble leadership and a focus on shared humanity can uplift people and profits.” — Christina Song (AVP, Impact)

• “PR is earned and not paid. Publicists build relationships, pitch stories, and secure media coverage that can’t be bought through ads. Many people assume PR is simply paying for exposure, but true PR is about credibility — getting third-party validation through journalists, podcasts, and platforms who choose to feature your brand or story because it’s compelling and newsworthy, not because of a budget.” — Kara Riehl (Senior Manager, Impact)

• “PR isn’t just about landing press — it’s about relationships, timing, and trust. The best coverage is earned, not asked for.” — Daria Martorana (Senior Director, Impact)

• “People think PR is easy, but it’s actually a lot of listening to your client, the media, and the audience. The best pitches come from understanding what people really care about.” — Alyssa Correa (Account Coordinator, Beauty)

• “That PR is all spin. Good PR is about telling the story the_ right _way, not the obvious way. Working closely with founders, asking the right questions, understanding all angles, and building a narrative that reflects the true intention is how we land that perfect story.” — Emily Tschirhart (VP, Impact)

• “People often think media relationships guarantee coverage. A relationship with an editor will help get feedback, but the story still has to be timely, relevant, and above all, newsworthy. Our job is to shape the story so it has the best chance to land.” — Anouska Best (Associate Director, Impact)

• “I think one of the biggest misconceptions is that PR is just about sending out press releases or securing flashy features. In reality, it’s so much more layered – it’s strategy, storytelling, timing, and building long-term relationships that drive results for a brand. A ‘win’ isn’t always immediate or obvious; sometimes it’s planting seeds that grow into opportunities for brands months, even years down the road.” — Madison Mursch (Associate Manager, Fashion)

Looking to break into PR yourself? Our team shared their best advice for getting started.