PR Does Work — But It Takes Time 

Written By Jennifer Haun
Public relations takes a lot of work

Sometimes PR can seem instant. A post goes viral, a commercial catches attention, and everyone posts about or replies to sassy or funny replies from a brand’s social media. 

But that’s not how PR works. Indeed, over time, the PR landscape has undergone significant changes due to the rise of social media, influencers, instant news, and smartphones. But the foundations of the industry remain, at its core, the same. Communications and Pr professionals not only need to adapt, but also learn how to adequately prepare our clients or companies to expect reasonable results.

What People Think PR Is

If you’ve worked in PR or communications, you’ve heard these before:

  • “We just need a quick press release.”

  • “Can you make this go viral?”

  • “I know someone who got featured in TechCrunch (or Newsweek, or Forbes) — can we do that too?”

  • “We don’t have messaging yet, but we want press.”

Companies, especially tech and startups, seem to have a view that PR is a one-and-done moment. That you pull the right lever, and the attention comes. The reality? Most of those “overnight” wins were months (or years) in the making.

What PR Actually Looks Like

Behind every great piece of press, every consistent brand voice, and every media opportunity that seems effortless… is a lot of effort.

PR is time-consuming and consistent. PR is message development. It’s researching the right outlets. It’s understanding a company’s goals, then aligning their story to what the world actually cares about. It’s relationship-building. Saying no to pitches that don’t fit, even when someone internally really wants them to. It’s sometimes being the only person in the room saying, “This isn’t ready yet.”

It’s not always glamorous, but it is essential.

The Real Magic of PR

The “magic” of PR isn’t in making something go viral. It’s in getting the right person to hear the right story at the right time.
It’s in that moment when your internal messaging finally clicks, and your team starts speaking the same language. It’s in seeing your long-game strategy pay off in ways that feel organic and earned, because they are.

Good PR doesn’t rely on tricks. It builds trust. Trust with stakeholders, trust with your audience, trust with you customers.

What I’ve Learned about Public Relations

There are always going to be times when clients expect instant results. When they don’t get them, they’ll start to question the work and value of their PR and communications team.

But PR isn’t smoke and mirrors. It’s strategy, storytelling, timing, and trust. It’s patient and deliberate. Sometimes invisible but always intentional.

If you’re looking for a quick win, I’m probably not your person. In fact, I’m firm in my belief that there just isn’t any such thing as a quick win. I’m here to play the long game, to craft beautiful messaging and build a story.

This is the first of many posts where I’ll break down what PR really is (and what it isn’t), share lessons from my own path, and maybe shake off a few industry myths along the way.

 
Jennifer Haun