What Does a PR Agency Actually Do?
Hiring a PR agency can sometimes feel a little mysterious. You know it has something to do with press, features, and getting your name out there… but what actually happens behind the scenes?
Let’s pull back the curtain and walk through what a PR agency really does for small business owners, thought leaders, and online brands.
First: PR Is About Relationships, Not Ads
A PR agency doesn’t buy ads or pay for placements. Instead, they help you earn coverage by:
• pitching your story
• building connections with media
• positioning you as a credible expert
• and sharing your perspective where it matters
That’s what makes PR such a powerful trust builder.
A PR Agency Helps Clarify Your Story
Before anyone starts pitching, a good PR agency spends time understanding:
• who you help
• what you do
• your values
• your goals
• and what makes your work different
From there, they help craft story angles like:
• founder story
• client success stories
• industry insights
• expert commentary
• thought leadership topics
This isn’t just “talk about my product.”
It’s “Here’s why my work matters to people.”
They Build & Send Strategic Pitches
PR pitching is an art.
A PR agency researches the right outlets, editors, journalists, and podcast hosts. Then they tailor pitches based on what that platform actually covers.
Think…
• personalized outreach
• relevant hooks
• timely story angles
• follow-up messages
• relationship nurturing
It’s thoughtful and intentional, not spammy blasting.
They Manage Media Conversations For You
Once someone says “Yes, we’d love to feature you,” the agency helps coordinate:
• interview times
• talking points
• quote requests
• bios & photos
• fact-checking
So you don’t have to live in your inbox.
They’re also there to guide you so you feel prepared and confident.
They Help You Maximize Each Feature
PR isn’t one-and-done. A great agency helps you:
• repurpose features into content
• add logos to your website
• share social proof
• strengthen your brand positioning
• improve SEO with backlinks
Every piece of coverage becomes another layer of credibility you can reuse again and again.
They Track Wins & Opportunities
PR agencies monitor:
• placements
• mentions
• interviews
• backlinks
• engagement
• momentum
So you can actually see the results and impact.
What PR Agencies Don’t Do
They don’t guarantee specific placements.
They don’t control editorial decisions.
They don’t buy access.
And they don’t turn PR into advertising.
They play the long, strategic credibility game.
What Working With a PR Agency Feels Like
Ideally?
Like having a teammate whose job is simply to make sure the world knows the incredible work you’re already doing.
So you can:
• stay in your zone of genius
• reach more aligned audiences
• and build authority without burning out
Final Thought
A PR agency doesn’t create your brilliance.
You already have that.
They simply help more people see it.
And when the right people see your work… everything else becomes easier.
