Public relations is still a mystery to many executives, even those in marketing. That can translate to: “We don’t need it” or “It’s not worth the investment.” But, that’s a big mistake, big, huge! 

Let’s clear up some common misconceptions:

• PR is not spin. It’s not about hiding the truth or manipulating facts.
• PR is not advertising. Paid media and earned media serve different purposes.
• PR is not just for crises. While crisis communications is part of the toolkit, it’s far from the whole picture.
• PR is not only about headlines. Media coverage matters, but it’s just one piece of the puzzle.

So, what does a PR agency do? At its core, PR helps organizations build credibility, visibility and trust. Below, we’ll break down the real role of PR — from shaping your narrative to strengthening your brand presence — and why it matters more than you may realize.

The Real Role of PR: Telling Your Story Before Others Do

Public relations, especially when integrated with your broader marketing strategy, plays a pivotal role in shaping your brand’s voice, credibility, presence and perception. 

A strong PR strategy covers:

• External communications including earned media, journalist engagement, thought leadership content and event visibility (including planning and positioning at key industry conferences)
• Internal communications such as executive memos, newsletters and cultural alignment
• Crisis communications and proactive reputation management
• Messaging development that aligns with business goals and objectives

Together, these elements build a stronger brand voice and help you control your narrative before others define it for you.

When PR is overlooked, brands risk invisibility in important conversations and lack a cushion of trust when challenges arise.

What Does a PR Agency Actually Do?

PR starts at the ground level, helping a company understand itself better. Does the brand have a clear mission, vision and values? What problem does it solve, and how is the solution unique? Who are the target audiences? What’s the culture? Agencies use these insights to refine messaging and craft a compelling story.

That messaging then informs earned media relations. Instead of paying for placement, PR secures third-party validation — mentions in articles, quotes in industry outlets, award wins, speaking opportunities, podcast appearances. This credibility cannot be bought. The public is sharp, and they can discern whether a brand pays for an endorsement versus earning recognition. 

PR is also about more than headlines. Every opportunity should be strategic — considering the perspective a client can share, how it ladders back to business goals, how media are framing the issue and how the public perceives it. For this reason, sometimes the smartest move is advising a client not to pursue coverage that doesn’t align or could raise red flags.

This leads to another key component of PR: media training and reputation management. The right PR partner prepares spokespeople to stay aligned with key messaging, navigate unforeseen questions and tailor conversations to make the most of every interaction — whether it’s with a reporter, an analyst, an influencer or another outside party.

And should the unimaginable happen and a crisis hits, the right PR partner helps you chart a path rooted in honesty, transparency and strategic thinking — never spin.

How PR Builds Awareness and Credibility

They say anything you want people to remember is worth saying three times. The same holds true for PR. Visibility compounds, building both brand awareness and trust over time.

Consider this example: a banking technology provider partnered with Caliber to build authority against a competitor. Based on their latest insights, we secured a quote in American Banker and a speaking slot at Bank Automation Summit; following a product launch, we added an award win with the FinTech Futures Banking Tech Awards. In doing so, they established presence and authority in the space — while their competitor, without PR support, remained invisible in searches and unrecognizable to potential clients.

While you can promote your own excellence through marketing, an entirely different level of trust comes when recognition comes from outside your organization. Third-party validation is critical — and when it compounds across articles, awards and podcasts, it builds lasting brand reputation. In one case, a client was even approached by a target customer after their CEO appeared on a podcast interview we secured. That’s the power of trust.

PR + Marketing = Stronger Together

PR and marketing are distinct, but they’re not mutually exclusive. In fact, it’s best when they work together. Revisiting our original point, it would be a mistake to think that having marketing in place means you don’t need PR.

PR extends the reach and value of your marketing assets. A research report or whitepaper, for example, shouldn’t just live on your website. Your PR team can analyze the key findings, share them with reporters and secure coverage in media outlets with real influence. Likewise, case studies you use for sales can also be amplified as proof points in the media, extending their shelf life and impact.

Revisiting our rule of threes, repeating key messages across channels ensures they’re heard loud and clear. 

While marketing drives visibility through your website, social channels, ads and other paid channels, public relations does so through trusted third-party visibility such as media coverage, industry awards and podcasts. Because audiences consume information in different places, it’s crucial to reinforce the same core messages consistently across multiple channels.

Caliber’s Take on Strategic PR

We’ve cleared up some misconceptions about PR in general. Now, let’s tackle another: that every PR agency is the same.

This couldn’t be further from the truth. We’ve talked about how PR is much more than just headlines. It’s about building relationships and credibility with the right audiences. And an agency’s specialty dictates how well they can deliver that.

Caliber is a communications agency dedicated to the following industries:

• Fintech and financial services
• Insurance and insurtech
• Real estate and proptech
• Industry organizations and professional services

Learn more about our areas of expertise.

Other agencies may take a more generalist approach, or specialize elsewhere — which may be right for their clients. But if you’re looking to build credibility and relationships in these industries, specialization matters.

Because we focus exclusively on these sectors, we’re better able to stay current on critical industry trends, build strong relationships with key reporters and media, and maintain a presence at top industry events like Money 20/20, Fintech Meetup, ITC Vegas, Finovate and countless others.

Planning your own conference strategy? Don’t miss our recent roundup of H2 2025 fintech and financial services events.

In niche industries, credibility is currency and specialization matters. We’re not just securing headlines or speaking opportunities at any event; we identify and pursue only the opportunities that advance our clients’ goals and deliver long-term value.

Let’s Rethink What PR Can Do

If any of the following resonate with you, it’s time to rethink your PR efforts:

• You struggle to explain your value proposition clearly.
• Your brand isn’t getting the visibility it deserves, even with a strong product.
• Your stories aren’t being surfaced in the conversations that matter.
• Your PR efforts feel one-off instead of building momentum.
• You simply feel your current agency should be doing more.

Remember, PR isn’t just about press coverage. The right communications strategy builds awareness, credibility and brand equity. Applied consistently, PR creates momentum that compounds.

If you’re ready to see how PR can create lasting visibility and support your long-term business objectives, let’s talk.