So… what is it that you do? Understanding public relations

A LinkedIn article from Daniel Méndez Aróstica inspired this blog post. We appreciate his insights on the PR profession and encourage you to check out his post. We’ve adapted key insights and expanded upon them to provide a broader perspective on PR’s impact.

Public relations is one of the most misunderstood professions. If you work in PR, you’ve probably heard some version of:

• “So… what is it that you do?”

• “Are you like ‘Emily in Paris’?”

• “Can you make me famous?”

The truth is, PR is more complex and strategic than movies and TV shows portray. It’s not about red carpets and sipping champagne at industry events — it’s about storytelling, crisis management, and building long-term credibility.

If you’ve ever struggled to explain PR to friends, family, or clients, this article will break it down.

PR isn’t what you think it is

Hollywood has done PR no favors. Shows like “Flack,” “Succession,” and “Emily in Paris” make it seem like PR professionals’ jobs are to craft viral moments or spin scandalous stories.

The reality? PR pros are strategists, problem-solvers, and brand builders. They manage corporate reputations, develop compelling messaging, and ensure that the right stories reach the right audiences at the right time.

Let’s put it this way — if your company is trending for the wrong reasons or facing a PR crisis, your PR team is the one that steps in to control the narrative, provide media guidance, and protect the brand.

What does a PR team actually do?

PR professionals are responsible for shaping a company’s reputation through earned media, storytelling, and strategic communication. Their work falls into three main areas:

1. Media relations and storytelling

PR pros secure media coverage that tells a company’s story. This includes:

✔ Writing press releases, media pitches, and op-eds.

✔ Securing interviews with journalists and positioning executives as thought leaders.

✔ Managing relationships with reporters and media outlets.

2. Crisis communication and reputation management

When bad news breaks, PR teams step in to minimize damage and restore trust. They:

✔ Prepare crisis communication plans.

✔ Draft statements and talking points for leadership.

✔ Control messaging across media channels.

3. Executive and brand positioning

Beyond traditional PR, professionals help brands and leaders build credibility. This involves:

✔ Thought leadership content, like contributed articles and keynote speaking materials.

✔ Social media strategy to engage target audiences.

✔ Industry recognition through awards and influencer engagement.

A day in the life of a PR pro

PR is fast-paced and ever-changing. A typical day might include:

✅ Drafting a media pitch to land a CEO an interview on a top-tier news outlet.

✅ Managing a product launch and fielding press inquiries.

✅ Preparing a company spokesperson for an important media interview.

✅ Responding to a breaking news story that could impact the brand.

✅ Tracking media coverage and analyzing PR performance.

PR pros often wear many other hats — crisis managers, storytellers, brand protectors, and even therapists for nervous executives!

PR lingo you should know

Every industry has its own set of jargon. In PR, some common terms include:

🔹Earned media – Press coverage secured through relationships and storytelling, not bought.

🔹Embargo – Sharing news with journalists in advance, under the agreement that they won’t publish it until a set time.

🔹Media kit – A collection of assets (logos, images, fact sheets) designed to help journalists cover a story accurately.

🔹Crisis communications – The strategies PR teams use to manage a brand’s reputation during negative events.

🔹Talking points – Pre-approved messages executives use to ensure consistency when speaking to media.

Why PR matters

PR builds trust, influences perception, and drives business results when done well. It’s not just about making headlines — it’s about shaping narratives that impact public opinion and brand credibility.

Next time you see a CEO confidently handling a press conference or a company making headlines for the right reasons, remember that a PR expert is making it all happen behind the scenes.

At Axia Public Relations, we specialize in earned media, media relations, thought leadership, and corporate reputation management to help brands stay ahead in an increasingly complex media landscape.

Want to learn more about how PR can transform your brand? Let’s talk.

Photo by Vitaly Gariev from Pexels