What Is a PR Team? Boost Your Company’s Image

Defining a PR Team: What They Do and Why They Matter

A brilliant public relations (PR) team is great for business. Their job is to make sure everyone knows what's going on with your brand – including the media, the public, and your stakeholders.

PR professionals typically work their magic with all things under the media relations umbrella. That means writing press releases, pitching to journalists, organizing events, monitoring the impact of their work, and hopefully getting lots of media coverage.

The best PR team will act like your company's reputation guardian, shaping how the public sees your brand. They'll always highlight your strengths, but they can also manage crises when they arise.

And guess what? A good PR team proves its value in those crisis situations when the reputation of your company is at stake.

What Do PR Teams Do?

PR teams can be in-house or work through a PR agency. Not every business has a PR team or can afford one.

Small businesses often manage without a PR team, but the individuals who run them will be juggling public relations tasks alongside other responsibilities. If this sounds like your situation, you could always hire freelance PR professionals to take on some of the work in this guide.

This guide will look at the moment you might choose to make your first public relations hire, or enlist the help of a PR agency.

PR matters because it directly impacts your brand image. A strong PR team can boost your credibility, attract customers, and even influence investors.

Unlike advertising, PR brings in earned media as opposed to paid media coverage. That means you're not paying for any of the press you get as the result of your PR team's hard work. It makes PR more cost-effective when it works, and often more trusted by consumers.

For all of this to come together, your PR team needs excellent communication skills. They must be creative storytellers and quick thinkers, especially during PR crises.

The Roles Within a PR Team: Who Does What?

PR teams are typically made up of coworkers who manage an organization's public image. They each have a different role within the team that, combined, helps the company reach its public relations goals.

Here's who is likely to be in a PR team:

PR Director

This person is in charge of the entire department, and they shape the overall PR strategy. The director works closely with those in charge at management level to make sure PR efforts match up with company goals.

Media Relations Specialists

Someone who specializes in media relations is a must for a PR team. They are the people on staff who focus on building relationships with journalists and media outlets. They craft press releases, pitch stories, and arrange interviews to get more media coverage for the organization.

Content Creators

Every PR team needs someone who is able to work their magic with things like social media content, newsletters, or blog posts. These are the kind of things that help to push the company's message and build its brand.

Crisis Communication Experts

You always need someone who can step up during challenging situations. After all, crisis communication can make or break a company's reputation. These experts develop plans to address potential issues and guide the organization through difficult times.

Event Planners

These are the people who coordinate press conferences, product launches, and other PR events. By showcasing your products and offerings, they make sure that these are the moments when your company really shines.

Digital PR Specialists

Staff under this umbrella are responsible for the organization's online presence. They monitor social media, respond to comments, and work to build a positive digital reputation. Digital PR is now much more valuable than traditional PR and it's easier to gather data and gauge the benefits. Data analysis has therefore become a core skill of good digital PR professionals.

In smaller organizations, PR professionals might wear multiple hats. But no matter the size, PR teams work best when everyone involved is focused on the shared goal of presenting your company in the best light.

How PR Teams Benefit Businesses of All Sizes

PR teams can boost your business, no matter how big or small. They help you connect with your target audience in meaningful ways. This can lead to more sales and growth. Let's take a look at the main ways a PR agency or team can benefit your business.

1. Creating a Positive Corporate Image

Your PR team's main goal should be improving your company’s image. They're the experts in shaping the public perception of your brand. They have lots of different tactics up their sleeve to generate positive media coverage, and can spin negative situations into positive ones.

2. More Meaningful Social Media Engagement

This is another area where PR teams shine. They can help you craft posts that resonate with followers and spark conversations. This is great for building a loyal community around your brand.

3. Brand Reputation Management

Your PR team should also excel at reputation management. They should be monitoring what people say about you online and offline (for example, in focus groups). This monitoring means you can be quick to act if the conversation turns sour. When issues arise, your PR team should be ready to jump into action to protect your good name.

4. Building Media Coverage

Generating positive media coverage will be at the top of your PR team's to-do list. Whether working in-house, at an agency, or freelance, every PR professional should know how to build relationships with journalists and pitch compelling stories. They should know exactly how to create buzz around new products or services. That media coverage is basically free publicity, and it can help you reach a wide audience.

When Should You Hire a PR Team?

As a company evolves, new hires become necessary. There are various stages that a company goes through where it needs to take on more people to achieve its objectives. These key moments are where you might want to think about putting a PR team together.

There are a few ways to do this. You might start with an in-house PR person and expand to a full team as your needs grow.

Another option is to hire a PR agency or freelancer. This typically means you can ask for help on specific projects or go all-in with ongoing support, depending on what suits your business.

Here are three instances when you really need to consider using or employing a public relations team.

1. Your Company Is Growing

If your company is getting bigger, you'll probably also be facing more complex communication challenges. Take this as a sign that it's time to call in the pros.

Similarly, a growing business can really benefit from a PR team to boost its public image or manage its reputation.

A PR team also becomes essential if you're planning a major product launch or expanding into new markets. It's almost impossible to make an impact if no one knows you're selling something. The team can create some buzz and get positive press coverage for your new offerings.

2. You Need Help With Crisis Management

Crisis management might be the pivotal reason you bring in PR pros. Whether you've spotted some slow-building negative publicity, or found your brand in the midst of a PR disaster, you really need experts to handle crisis communication and damage control.

It's smart to get ahead of the game here and start your public relations efforts before bad news strikes. By planning your crisis response alongside a PR pro, you can more easily protect your business's public perception.

3. You're Planning a Press Conference or Special Event

PR teams can also provide invaluable help when organizing press conferences and media events. The best PR professional will know how to present your product in the best light, or handle tough questions from reporters.

Press releases don't always cut it these days. Journalists want to ask questions directly and a PR practitioner's job is to ensure an event like this runs smoothly enough to maintain your positive public image.

Considering Different Types of PR

Your PR needs will vary depending on the size of your business, its market share, and its public output.

Whether you're a small business or a huge company with offices all over the world, you'll certainly have different PR needs.

Let's talk through a few different types of public relations set-ups, and how they could meet your needs.

In-House PR Team

First of all, there is the typical in-house PR team. This is how most big businesses handle all their day-to-day public relations tasks.

Communications will go through this public relations unit and they'll also work directly with media outlets.

In the case of a small business, you might start with just one PR person on the team who handles media relations. The team can then grow with the business.

PR Agencies

Often PR agencies work with small to medium-size businesses when they need some help with public relations or special projects, but don't need a whole team in-house.

They often specialize in crisis management or event planning, should you need on-the-spot help in those areas.

They can be very cost-effective if you only need them sparingly. However, if you realize you're becoming over-reliant on PR agencies, then an in-house team might be a better option.

No PR Team

Of course, not every business has a PR team or even a single PR person. This is often true in the case of an entrepreneur, an influencer, or a very small business. In that case, you'll probably be juggling PR tasks alongside your other work. Don't forget though, you could always call in a PR freelancer for additional help if needed.

How to Build a Successful PR Strategy

Now that you know a little more about PR responsibilities and how teams can be structured, it's time to look at building a strong PR strategy.

This is the part that's going to boost your brand's image and make sure that people are talking about you for a long, long time.

Like all strategies, it begins by taking a step back and understanding what successful public relations looks like to you:

1. Set Your Goals

You'll want to start by setting clear goals for your PR efforts. Think about what you hope to achieve. That could be more media coverage, better brand awareness, or increased website traffic. It's hard to tick all the boxes at once, so try to whittle it down to two or three key objectives.

2. Identify Your Target Audience

Next, identify your target audience. Work out who you are trying to reach and how you can reach them. Understanding their needs and preferences will help shape your messaging. We recommend using a social listening tool like CisionOne to facilitate this part of your strategy.

3. Think About Your Brand Story

This is where your PR strategy moves away from a business, commercial, or product strategy.

The point of PR is to create a compelling brand story. This is the narrative that tells your audience why your company is unique. It's different from product marketing, where you're selling a specific thing. This is about your brand and how customers identify with it.

Your PR team should then craft some key messages that resonate with your audience and showcase your brand values. These need to align. You can't, for example, generate positive PR around equality in the workplace if your own workers are not treated equally.

4. Define Your Tactics

Depending on your goals, you'll need to pinpoint the best PR tactics to put you on the right path. This could include media relations, social media campaigns, event planning, or paid advertising.

For example, let's say you're a beauty brand with Gen Z as your target audience. Your goal might be to increase your social media following and visibility. In that case, your tactics might involve running a social media campaign or investing in influencer marketing.

5. Develop a Content Calendar

Now, we begin to visualize how your PR efforts will be noticed by media outlets. A content calendar is a bit of a must-have when it comes to planning your PR activities. It will help to keep you organized, and ensures consistent messaging across all channels.

6. Expand Your Media Solutions

Your PR team should know exactly how to build relationships with journalists and influencers in your industry. While you're building a content calendar, it's important to develop deep-rooted connections with those who matter. These connections will lead to valuable media coverage and partnerships.

7. Make a Plan for Digital Marketing

PR presents a positive image of your brand, but digital marketing will help you create successful campaigns. Your PR team will need to work closely with your marketing team, and focus on digital. Digital marketing really is the main character in marketing these days. Your website and social media profiles should be kept active and up-to-date, since they are often the first place a potential customer will stumble across your company's product. They're also important tools for sharing your brand story.

8. Provide Media Training

PR professionals cannot be solely responsible for your brand's reputation. It's important to train coworkers in how to talk about and present the brand you all work for. Make sure they understand what to say and what not to say, especially on social media.

There's nothing more damaging for a company's reputation than when an employee posts a negative comment about the brand.

If you're a big company, your PR team should have at least one or two spokespeople. Don't skip on media training for them. It prepares them to handle interviews and public speaking engagements with confidence and ease.

9. Track the Metrics

Finally, set up metrics to measure your PR strategy's success. Track things like media mentions, social media engagement, and website traffic to get a feel for what's going right, and what's not. That will tell you where your strategy needs some tweaks.

Examples of Effective PR Campaigns

PR campaigns can make a big impact when done right. Let's look at some that really worked.

Dove's "Real Beauty" Campaign

Dove's "Real Beauty" is a great example of a marketing campaign people noticed and remembered. By featuring real women and their real bodies – instead of models – in their ads, they challenged beauty standards and celebrated diversity.

The campaign is now 20 years old, but still going strong. In fact, Dove has actually found ways to keep the conversation rolling and keep it fresh. To celebrate the 20 year anniversary, the brand renewed its commitment to never digitally alter the people in its ads or use AI-generated content.

This stance has boosted the organization's reputation in an industry that is heavily criticized for its use of models and image-altering technology

Over the years, the continued conversation has resonated with many people and received tons of positive media coverage.

ALS Association's Ice Bucket Challenge

Remember the Ice Bucket Challenge? We all did it, whether it was pouring a glass of iced water over our head, or jumping in an icy lake. ALS's Ice Bucket Challenge is probably the first big social media 'challenge' that most of us remember. The concept was simple – to raise awareness for amyotrophic lateral sclerosis (a rare but fatal disease that attacks the brain and spinal cord), participants would have a bucket of ice water dumped on their heads.

It went viral on social media. Loads of celebrities took part, and helped to raise money for the cause. It got lots of attention and $115 million worth of donations for ALS research.

Always "Like a Girl" Campaign

The aim of this PR campaign was to tackle gender stereotypes. The Always marketing team took key research which showed that girls typically stop trying new things and often drop out of sports around the age of puberty – an age that falls in perfect step with the brand.

The aim of the campaign was to show that girls can be strong and capable, and to empower them to keep trying new things. The message spread fast and got people talking.

As well as the traditional advertising part of the campaign, there was also a huge social media push, and even a podcast.

Key Takeaways From a Successful PR Campaign

As you read through those examples, you might have noticed some common key elements. These campaigns all had clear goals and found an emotional connection with their audience. The content involved was irresistibly shareable.

They also worked across multiple channels, so target audiences couldn't miss them.

Your PR team should be thinking about what makes people care and share. These elements are really important for building positive relationships with your audience and media contacts.

How PR and Digital Media Work Together

PR teams have to work closely with digital media if they want to boost their impact.

Social media posts are the perfect place to share updates from your press releases and other company news quickly. If you don't use social media, you won't reach nearly as many people.

There are a few other reasons that social media is great for PR, too.

You Forge Better Customer Relationships

Social media also lets you talk directly to your audience. You can answer questions and address concerns right away. This builds trust and improves your brand image.

You Get Access to Key Performance Indicators

Digital tools like CisionOne help track how people react to your PR efforts. You can see which posts get the most likes or shares. This tells you what content works best.

You Have Direct Publication Options

Writing a blog post or press release on your own website is another way PR and digital media connect. You can write about your company's products or share expert opinions, issue statements and updates, and use a web piece as the central page for an ever-changing story.

You Discover New Ways to Find New Customers

Digital PR opens the door for plenty of other ways to find new customers. After all, you can speak to practically anyone online, you just need to know where to look. Whether it's through social listening or use of smart SEO techniques, you'll realize there are ways more people can find your content online. The right keywords make your press releases and articles show up in search results, and the right hashtags could send your social media posts directly to new customers.

Frequently Asked Questions

PR teams play a crucial role in shaping public perception and building relationships. Let's explore some common questions about their functions and impact.

How Do PR Teams Enhance a Company's Public Image?

Where do we start! Obviously, PR teams are juggling multiple tasks, but ultimately all should create a favorable public image.

As a broad overview, PR teams use strategic communication to build a positive reputation. They're great at storytelling. They craft compelling narratives about the company's values and achievements. They generate media coverage and protect a company's reputation.

PR professionals also deal with crisis management to minimize negative impacts. They respond quickly to issues and make sure that your company is putting out clear, honest information.

What Are the Typical Duties and Responsibilities of PR Team Members?

The answer to this might depend on whether you have one or two PR professionals on your staff, or you're using a PR agency. But typically, PR team members wear many hats.

They write press releases and pitch stories to journalists. Sometimes they manage social media accounts, or otherwise work with a social media team to create engaging content. A PR agency might specialize in organizing events or coordinating speaking engagements for company leaders.

Team members monitor media coverage and analyze public sentiment. They advise executives on communication strategies and prepare them for interviews.

In What Ways Do PR Companies Support the Goals of Celebrities?

PR firms help celebrities look good to the public. You'll usually see media professionals alongside celebrities when they're doing media interviews or on the red carpet. They manage these media appearances and coordinate interviews to suit the celeb. PR teams also handle crisis communication when scandals arise.

The goal is to make sure that the person they're representing gets lots of good press, and less of the bad (though for celebrities, even negative publicity can sometimes be a good thing and lead to a bigger public profile).

A PR agency that works with celebrities will often plan charity events and partnerships to boost a celebrity's reputation. Sometimes they manage their social media accounts, too, and foster positive relationships with more than one media outlet on the celebrity's behalf.

How Do You Land a Career in Public Relations, and What Salaries Can Be Expected?

Many PR professionals have degrees in communications, journalism, or marketing. It's one of those industries where internships and entry-level positions are usually the first rung on the ladder. As you gain skills, you'll hopefully move up to account manager and eventually director roles.

Salaries vary based on experience and location. Entry-level PR specialists might earn $40,000-$50,000 annually. Senior roles can command six-figure salaries.

Can You Outline the Structure and Roles Within a Successful PR Team?

A typical PR team includes several key roles. The PR director oversees strategy and manages client relationships. Account managers lead specific campaigns and supervise junior staff.

PR specialists handle day-to-day tasks like writing and media relations. Some teams have dedicated social media managers or event planners. Bigger agencies may also employ data analysts to measure campaign effectiveness, track earned media, and develop automated media pitches.

How Does a PR Team Contribute to Brand Loyalty, Customer Engagement, and Reputation Management?

This is one of those questions that has lots of different answers.

Ultimately, PR teams create meaningful connections between brands and audiences. They work their magic with media relations to share stories that highlight a company's values and social impact.

This hopefully builds emotional connections with customers, and that leads to more brand loyalty and customer engagement. By building these relationships, public relations teams help turn customers into brand advocates.

Sometimes, public relations will involve managing online communities and responding to customer feedback. That means reputation management is key – as someone on the PR team could be the first to spot a brewing crisis.

What Is a PR Team and How Can It Boost Your Company's Image?