For companies exploring public relations for the first time, one question often comes up: How does PR create value?

Increased visibility is easy to point to, but how do media coverage, event participation and award recognition translate into stronger relationships and real revenue? 

The answer is often more tangible than it seems. One of the most overlooked sources of PR’s value lies in how it shapes relationships — creating trust that influences how prospects, clients, partners and investors engage with a brand.

Here’s what that looks like in practice.

Deepening key banking partnerships through award recognition

When nominations opened for the U.S. FinTech Awards, a highly regarded awards program spotlighting companies driving genuine innovation and impact, we saw a clear opportunity for one of our clients, a leading banking technology company that had recently developed a cutting-edge agentic AI solution for a major international bank.

We submitted a joint nomination on behalf of both companies, earning finalist recognition in the Banking Tech of the Year category.

With the opportunity to attend the U.S. FinTech Awards gala in New York City, our client invited their banking partner to join them. The event drew hundreds of senior executives from leading banks, fintechs and service providers across the industry.

The gala reminded both teams why the partnership mattered and left their banking partner genuinely excited about future collaborations.

Of course, this is just one example of how PR opportunities can deepen existing partnerships and open the door to meeting and inspiring relationships with new partners. 

Leveraging insurtech podcasts to build trust with target customers

Recognizing the engaging, dynamic leader of an AI-based insurtech platform as a strong candidate for podcast opportunities, we secured appearances on Insurance Journal’s On Point podcast, The Insurance Podcast and The Insurance Technology Podcast, putting him in front of key executives at leading carriers, brokers and agencies. 

Each conversation gave the CEO the opportunity to share the story behind the company’s mission and how its technology helps streamline insurance underwriting decisions. 

The exposure did the heavy lifting. When the CEO later met with a prospective client, the prospect cut to the chase, saying, “We heard you speaking on podcasts, so we already know your background and we want to continue the conversation.”

That’s the effect of consistent visibility. By the time the sales conversation begins, the trust is already there.

Joint interviews that elevate clients and their customers

Some of the most effective PR work happens when clients share the spotlight. Bringing partners or customers into the conversation adds credibility and context, demonstrating how the technology performs in the real world.

For one of our clients, a strategic investment fund focused on community bank technology, we secured placements with outlets like The Financial Brand and Finextra by including voices from their portfolio companies and limited partners in the conversation.

Often, including a spokesperson from a financial institution increases the likelihood that reporters will cover the company they’re working with. This strategy has proven effective across multiple channels — traditional media, podcasts, bylines, events and awards submissions.

From the customer or partner’s perspective, being included in these opportunities helps position them as innovators and gives them a chance to share how they are applying new technology in practice. At the same time, joint interviews add another layer of credibility and authenticity to earned coverage. 

By bringing both organizations into the conversation, the story better reflects real collaboration and real-world impact rather than relying on product claims alone.

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Sparking prospect conversations through earned media 

Earned media doesn’t just build awareness. It creates moments of validation that carry immediate weight with both existing customers and prospects.

This was exactly the case for one of our fintech clients when we secured a Forbes feature after years of relationship-building with the reporter. The article shone a positive light on the company, positioning it as a leader in its industry, with quotes from partners adding depth to the story.

A few days later, the CEO shared a message with us: “This is powerful. I’ve had the story forwarded to me by folks I haven’t spoken to in years, so it is getting eyeballs.” 

That response highlights the power of earned media to influence the conversation in ways sales and marketing messages can’t.

This kind of visibility can even reopen doors, prompting prospects who had paused conversations to reconnect. At the same time, existing customers feel reassured in their decision to work with a company that respected outlets recognize.

Recognizing the relationship impact of PR

Visibility is often the most obvious output of public relations. But as these examples illustrate, its impact extends well beyond that, including its role in strengthening relationships.

An award recognition becomes a shared moment with a partner. A podcast appearance builds familiarity with prospective customers. A joint interview allows a client to demonstrate real-world results. A feature story reopens a conversation that had gone quiet.

All of these moments have the power to influence how prospects, partners, clients and investors discover and perceive your brand.

That’s the overlooked ROI of PR.

Curious how a more strategic communications approach could strengthen your own client and partner relationships? Let’s talk.