By: Safaque Kagdi
When I first started working in public relations (PR), my mother asked me, “What exactly do you do?” It was hard to explain that I act as the bridge between companies and the media. Clients share information with me, and I make sure it gets into the right hands. My mother would say, “Why can’t they do it themselves?”—and I would just give up.
Even after 12 years in PR, she still asks me the same question. But now, I’ve realized she’s not alone. A lot of people wonder what PR professionals really do, so here’s a look at how public relations really works, explained in simple terms.
What Does PR Involve?
PR, or public relations, is all about managing how information about a person or company reaches the public and the media. But don’t mistake us for mail carriers—our job is much more strategic.
We figure out how a company should be presented to journalists, what topics they should focus on during interviews, and how to handle difficult questions in a crisis. Sometimes, we’re behind the big PR campaigns, and sometimes, we’re organizing corporate social responsibility (CSR) efforts. It’s a mix of strategy and hands-on work, but it’s always about telling the right story in the right way.
Why PR Takes Time
A common misconception is that PR is as simple as pitching a story to a journalist and waiting for the interview to happen. If only! The reality is much more involved.
Let’s say a company launches a new product. First, the PR team crafts a pitch that will capture journalists’ attention. We then send it to relevant news outlets, knowing they receive hundreds of pitches daily. Afterward, we follow up—first with an email and then with a phone call to make sure we’re not lost in the shuffle. If a journalist shows interest, they might schedule an interview or request more details. Then, the article is written, edited, and fact-checked. It’s a long process, but that’s how “earned media” works—it’s earned, not guaranteed.
The Digital Age of PR
In the days of print media, getting a story placed depended on whether it was deemed newsworthy and if there was enough space in the publication. Today, PR pros are fortunate to work in the digital era, where there’s more flexibility. Once the interview is done and the story is filed, it will usually go live—though the timeline still depends on how busy the outlet is.
All this back-and-forth takes time, and that’s why PR is often a waiting game. As a result, paid media is growing in popularity. Contributing editors give companies more control over when and where their stories appear—often for a fee. This trend is reshaping the industry, making it easier for companies to get guaranteed coverage.
PR isn’t just about getting a story out there—it’s about building credibility and trust. So, the next time someone asks, “What does a PR professional do?” I can confidently say: we build brands, craft narratives, and work tirelessly to shape how the world sees our clients.
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