Strategic public relations is so much more than press releases and media pitching. 

It’s about increasing positive sentiment and influencing how people think and feel about your organization across all the places your brand shows up — earned media, your own channels, community engagement and internal communications. 

Simply put, PR is a long game that builds trust and brand reputation. It helps you show up consistently with proof of performance, empathy and value.  

How PR fuels long-term growth 

Major purchases and complex decisions take time. Your customers need multiple touchpoints that connect at the right moments: a thoughtful article, a credible byline, a customer story, a community initiative, a helpful LinkedIn post from your CEO.  

PR orchestrates that drumbeat so each interaction reinforces your positioning, not just your name.  

And it’s not just your reputation, but sales that potentially benefit. In Amperage’s own PR work, my clients confirm that they see public relations’ positive impact in increased orders. 

Let’s talk about a realistic timeline. Plan for at least six months to build momentum. That window lets us announce, reinforce and prove outcomes with three to four meaningful touchpoints, plus the reporting depth you need to see patterns. 

PR delivers short-term wins, too 

When something breaks — good or bad — PR moves fast. For launches, we build the right narrative, target the right outlets and amplify the narrative across owned and social channels.  

In a crisis, we protect reputation with clear messaging, a calm cadence and a focus on facts and empathy.  

Short-term wins work best when they build toward and align with a broader narrative. 

The ROI of public relations (and how we measure it) 

How do you measure ROI in this area? How do you know if your public relations is working? You need to define success up front and measure both the numbers and the nuance. 

Quantitative indicators: 

• Reach and visibility: impressions, circulation, unique monthly visitors, broadcast viewership 
• Engagement and actions: referral traffic, time on page, downloads, demo requests 
• Growth signals: follower gains, share of voice, search volume lifts 

Qualitative indicators: 

• Message pull-through: Did our key points appear in earned media? 
• Priority visuals and quotes: Did we show leadership and proof? 
• Audience fit: Did we reach the buyers and influencers who matter? 

Common objections  

Still not convinced of the value of strategic public relations? Here are some questions or reservations I often hear. 

• “Media is dying. Why invest?” 
  Media is evolving. PR connects earned, owned and shared channels so your story shows up credibly wherever your audience pays attention. 
• “PR is just press releases.” 
  Releases are one tool. Effective PR is a consistent cadence of articles, bylines, reports, events, social proof and executive visibility. 
• “We don’t want to provoke competitors.” 
  Tell useful, verifiable stories about how you help people. When you lead with outcomes and proof, you attract the right buyers without picking fights. 

PR agency benefits vs. in-house 

Yes, an in-house team can do public relations. Chances are that team wears many hats and carries responsibilities beyond public relations. Your team may need help from a partner who can ease this pain point.  

As an extension of your team, an agency allows you to achieve more and better results. And a B2B PR agency like Amperage is especially helpful for strategic public relations tailored to the unique needs of service companies and brands. 

Here’s the case for hiring a PR agency: 

• Breadth of expertise and relationships 
  An agency brings cross-industry perspective, established media and creator relationships, and the distance to see your “big picture” when your internal team is in the weeds. 
• Enterprise-grade tools, without the overhead 
  We invest in pro-level platforms for media databases, monitoring, list building, distribution and analytics. Clients get the output and insights, without the cost, headcount or training time. 
• Fewer costly mistakes 
  In tense moments, you need level-headed counsel. An outside partner helps you respond with logic and strategy rather than emotion, reducing risk while protecting your brand. 
• Storytelling that earns attention   
  Public relations isn’t chest-thumping. It’s newsworthy, human storytelling — rooted in customer impact, community value and thought leadership — that editors and audiences want to share. 

In short, here’s my recommendation: Start with one priority narrative (a flagship product, a bold proof point or a customer story). Commit to at least six months. Measure often. When you align PR with your business objectives and keep a steady cadence, you build trust and that trust compounds growth. 

If you’re considering PR support, I’m happy to talk about your needs and answer any questions about an agency partnership with Amperage. Contact me at slarson@amperagemarketing.com.  

Author Sarah Larson is Director of Public Relations at Amperage Marketing + Fundraising. She is a skilled writer with expertise in PR strategy, media relations and crisis communications.