Frequently asked PR questions

Public relations (PR) is about building trust, visibility and credibility. But what exactly does PR mean, what is the difference with marketing, and how can you effectively use PR for your organization? On this page you will find clear answers to frequently asked PR questions. From the basics to strategic applications.

General questions about PR

What is PR and how do you use it strategically? Everything about the basics of public relations, the difference with marketing, and how you can use PR for your organization.

What is PR or Public Relations?

PR stands for public relations: strategically building sustainable relationships with your target groups through credible communication channels. It is about strengthening your reputation, increasing your visibility and building trust - without advertising, but with substantive relevance. If you want to know what PR really entails, read our longread: What is PR?

What is the difference between PR and marketing?

PR is about credibility through earned media - you are mentioned because you have something to say. Marketing is often paid media: paid campaigns with full control over the message. PR influences reputation and trust, marketing focuses on conversion and sales. The difference lies in the channel and in the perception of your audience.

In this article on our blog you can read all about the differences and similarities between PR and Marketing

What is free publicity and how do you achieve it?

Free publicity, or earned media, arises when journalists or influencers publish about you - without you having paid for it. You achieve it by creating newsworthy content, personally approaching relevant media, and having a strong story that touches on social, business or human relevance. The focus and relevance of your press list also plays a major role in this.

Achieve free publicity yourself? We have a manual for you

What is the PESO model?

The PESO model is a framework that divides media deployment into four types:

  • Paid media: paid placement, for example in the form of advertisements.

  • Earned media: earned media attention, which is not paid for. Word-of-mouth advertising or a press release are good examples of this.

  • Shared media: Shared content. What others share about you and your organization on social media.

  • Owned: Your own communication channels such as your website or newsletter. 

A good PR professional looks for synergy between these four forms. You can read all about the PESO model here

PR management

How do you draw up a PR plan? Why should I use PR tooling, or hire a PR manager? You can read all about managing your PR here. 


How do you create a PR plan?

A strong PR plan starts with strategy. Follow these steps:

  • Determine your objectives: what do you want to achieve?

  • Know your target group(s): who do you want to reach?

  • Formulate your core message: what is the story?

  • Choose your channels: where do you tell it?

  • Determine your formats: press release, interview, research, etc.

  • Plan your timing and moments to respond.

  • Set measurable KPIs: from media attention to sentiment.

  • Continuously evaluate and optimize.

The best way to draw up a PR plan is to use our PR plan Template. 


What does a PR advisor do and why should I hire one?

A PR manager builds visibility and reputation. They create press lists, write press releases, identify opportunities in the news and translate company stories into social relevance. But above all, a PR professional builds a relationship between an organization, the media and other stakeholders. They are a strategic advisor and executor - with long-term impact. 

Thousands of PR professionals use Smart.pr for their PR activities. Would you like to get in touch with a PR professional yourself? Then take a look at our Expert Network. 


What does a PR agency do and why should I hire one?

A PR agency helps organizations strengthen their reputation, visibility and credibility in the media.
They contribute strategically to positioning, develop campaigns that are newsworthy and translate brand stories into journalistic formats. Specifically, they monitor the media landscape, maintain press relations, create content, pitch stories to editorial teams and guide spokespersons. Many PR agencies use Smart.pr to work smarter and more efficiently – from building press lists to distribution and analysis. This way they combine creativity with a data-driven approach and increase the chance of publicity that matters. We give you 6 reasons to work with a PR agency.  


What does a PR tool do and why should I start using it?

A PR tool supports communication professionals in organizing, executing and optimizing their PR work. A PR tool helps you to carry out your PR work more efficiently, clearly and effectively. Consider functions such as:

  • building and managing up-to-date press lists

  • drafting and sending press releases

  • personalizing your press mailings

  • analyzing open and click behavior

  • managing your own newsroom

  • and monitoring media results

A good PR tool saves time, prevents errors and increases the chance of publication. Thousands of PR professionals and agencies use Smart.pr as a central hub for their press communication – from pitch to publication. This way you get more out of your PR efforts, with less hassle. Want to know more about Smart.pr? Book a free demo! 

You can also read more about the benefits of the Smart.pr PR tool on this page. 


What are the KPIs for PR?

KPIs (Key Performance Indicators) are figures that help you to make your PR efforts concrete and measure their effect. The most important KPIs in PR are:

  • Reach: how many people saw your publication?

  • Media attention: number and type of placements

  • Share of voice: your visibility compared to competitors

  • Sentiment: positive, negative or neutral about your brand

  • Backlinks & SEO impact: links to your website via media

  • Leads: number of demo requests or downloads as a result of exposure

  • Reputation metrics: perception, associations, brand trust

  • PR value: estimation of the advertising value of your coverage

Smart PR tools like Smart.pr help you with tracking (opens, clicks, downloads) and link that to media monitoring and analytics for deeper insight. 

More information about the most important metrics in PR can be found in our articles: 


How do you create internal support for PR?

Internal support for PR arises when colleagues and management understand what PR contributes to the organizational goals. You can achieve this by linking PR to concrete impact: reputation management, stakeholder trust, thought leadership and lead generation or new customers.

Demonstrate the impact of PR, both in figures and narratives. Consider publications in trade media that boost sales, or media attention that strengthens the employer brand, leading to more applications. Involve internal stakeholders early in your strategy, so that PR doesn't remain solely within the communications department but becomes an integral part of the company-wide strategy.

Practical tips for gaining more support include: sharing successes, organizing demos of your newsroom, presenting concrete figures, and demonstrating how media relations build long-term value.

Want to know more about Smart.pr?

We would be happy to show you how you can use our tool to improve your PR. Want to know what Smart.pr can do for you? Then fill in the contact form!