Public relations is about visibility, and more

By Mark Meltzer

What is PR? That’s a question we get fairly often from potential clients who haven’t yet engaged a PR firm.

I like to tell people we’re in the visibility business. If you sell a product or a service and you want more people or companies to know about you, public relations services can help.

When we help you gain visibility, in the media, or via social media perhaps, your brand gains recognition, which supports your efforts to sell your product or service.

Can’t you just buy ads? Sure. There’s a reason why Coca-Cola, the world’s best-known brand, still pours money into advertising. Because, when you’re in a store about to reach for a bottle or a box of soda, Coke wants their name to be top of mind to you.

Marketing and PR can work well together. But buying ads is expensive, and consumers know the messaging in an ad has been paid for by the company, so its truthfulness is to be determined.

Global companies spent $1.14 trillion to $1.17 trillion on advertising in 2025, according to WPP Media. Companies spent $68.7 billion to $105 billion on public relations services, according to two analyses.

PR is considerably less expensive than buying ads and the message is far more credible because it’s vetted by trained journalists. When your name appears in a news story, via whatever medium, readers or viewers knows it’s for real. 

Do you sell high-end secondhand clothes? Unique diamonds? Do you teach young people gymnastics? Have a professional volleyball team? Do you develop real estate projects? Provide services to seniors and homeless youth? 

These are all things people should know more about.

If your message is aimed at consumers or if it’s aimed at businesses that might purchase your products or services, public relations is the way to tell your story.

What is it about your company’s products or services that people may find interesting? Sometimes that might be obvious. But it often takes a trained ear to help you communicate your message. We can help with that.

My colleague Bob Hope often says PR is what PR people do. Which means it could be counseling you on what to do or say in a crisis. It could mean nominating you or your company for an award, because an award win confers important recognition and credibility.

It could mean helping you learn more about a new market. One of our differentiators is our knowledge of the Hispanic market. We recently did a series of focus groups that helped a client learn that their messaging needed some improvements. Kudos to them for reaching out to the Hispanic community. We helped them make sure their message was clear and correct.

Another thing we do very well is corporate introductions. Our leadership is well-connected in metro Atlanta, and may be able to help arrange a much-wanted meeting with an important executive. Let us know how we can help you.