Frequently Asked PR Questions

Public relations (PR) is all about building trust, visibility and credibility. But what exactly does PR mean, how does it differ from marketing, and how can you use PR effectively for your organization? On this page you'll find clear answers to common PR questions. From the basics to strategic applications.

General questions about PR

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

What is PR, or Public Relations?

PR stands for public relations: strategically building lasting relationships with your target audiences through credible communication channels. It's about strengthening your reputation, increasing your visibility and building trust - without advertising, but with content that is relevant. If you want to know what PR really is, read our longread: What is PR?

What is the difference between PR and marketing?

PR is all about credibility through earned media - you get mentioned because you have something to say. Marketing is often paid media: paid campaigns with complete control over the message. PR influences reputation and trust, marketing drives conversion and sales. The difference is in the channel as well as 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 (free publicity) and how do you achieve it?

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

Achieving free publicity yourself? We have a manual for you

What is the PESO model?

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

  • Paid media: paid placement, such as in the form of advertisements.

  • Earned media: earned media coverage that was not paid for. Word of mouth or a press release are good examples.

  • Shared media: Shared content. What others are sharing 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 put together a PR plan? Why should I use PR tooling, or hire a PR manager? All about managing your PR, read here. 


How do you create a PR plan?

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

  • Define your goals: what do you want to achieve?

  • Know your target audience(s): who do you want to touch?

  • 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 hook in.

  • Establish measurable KPIs: from media coverage to sentiment.

  • Evaluate and optimize continuously.

The best way to create a PR plan is to use our PR Plan Template.


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

A PR manager builds visibility and reputation. They create press lists, write press releases, spot opportunities in the news and translate corporate stories into social relevance. But above all, a PR professional builds relationships between an organization, the media and other stakeholders. They are strategic advisors as well as implementers - with long-term impact. 

Thousands of PR professionals use Smart.pr for their PR work. Want 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 think strategically about 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 editors and supervise spokespeople. Many PR agencies use Smart.pr to work smarter and more efficiently - from building press lists to distribution and analysis. In this way, they combine creativity with data-driven approaches and increase the likelihood 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 working with it?

A PR tool supports communications professionals in organizing, executing and optimizing their PR work. A PR tool helps you perform your PR work more efficiently, clearly and effectively. Think of features such as:

  • Building and managing current press lists

  • drafting and sending out 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 mistakes and increases the chances of publication. Thousands of PR professionals and agencies use Smart.pr as a central hub for their press communications - from pitch to publication. This is how you get more out of your PR efforts, with less hassle. Want to know more about Smart.pr? Then book a no-obligation demo!

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


What are the KPIs for PR?

KPIs (Key Performance Indicators) are numbers that help you make your PR efforts concrete and measure impact. The most important KPIs in PR are:

  • Reach: how many people saw your publication?

  • Media coverage: number and type of placements

  • Share of voice: your visibility relative to competitors.

  • Sentiment: positive, negative or neutral about your brand

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

  • Leads: number of demo requests or downloads following exposure.

  • Reputation metrics: perception, associations, brand trust

  • PR value: estimating 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 insights. 

Learn more about key metrics in PR, in our articles: 


How do you create internal support for PR?

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

Show what PR delivers, in both numbers and stories. Think of publications in trade media that strengthen sales, or media coverage that strengthens the employer brand, which in turn leads to more job applications. Involve internal stakeholders in your strategy at an early stage, so that PR does not just stay within the communications department, but becomes a company-wide part of the strategy.

Practical tips for increased support include: share successes, organize demos of your newsroom, show concrete numbers, and demonstrate how media relations build long-term value.

Want to know more about Smart.pr?

We would love 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!