Is the most overlooked communications discipline about to make a major comeback?
PR is often seen as a “nice-to-have” – a supporting act rather than a headliner. But the tide is turning. In a world where consumer trust in traditional marketing is eroding, PR isn’t just relevant; it’s becoming the linchpin of brand success.
Why? Because PR doesn’t just drive awareness – it has the power to shape how consumers think, feel, and act. Sometimes through media, often beyond it, and usually without focusing on conversions alone (or in most cases, at all).
This shift is happening for a reason.
The Decline of Traditional Marketing Tactics
We’re living in an age of marketing fatigue.
- Traditional ads? Losing their sparkle.
- Sales-first influencer campaigns? Feeling forced.
- Transactional, conversion-obsessed marketing? Leaving audiences cold.
Consumers are tuning out the noise, sceptical of anything that feels overly polished or sales-driven.
Instead, they’re turning to sources they actually believe—earned media, expert opinions, organic brand mentions, real-world conversations, and community-led influence.
This is PR’s sweet spot. And, as AI and search algorithms increasingly prioritise reputable sources, the value of earned credibility is skyrocketing.
A strategically placed brand mention in a respected publication doesn’t just build trust – it feeds into the digital ecosystem, strengthening search presence and reinforcing authority in ways that paid efforts simply can’t replicate.
PR Is the Future of Brand Influence
With social media itself in flux and consumer trust experiencing some turbulence thanks to an unsteady economy and difficult geo-politics, brands that want to stand out shouldn’t just be investing in reach; they should be investing in reputation.
PR is the gold mine for building this kind of credibility, preference, and organic influence that no amount of ad spend can buy.
- It’s about earning attention, not demanding it. PR works because it places brands within conversations people already care about, rather than interrupting them with ads.
- It’s storytelling with substance. The best PR isn’t fluff, it’s about crafting narratives that resonate, inspire, and make an impact.
- It fuels SEO and discoverability. Strong PR campaigns don’t just generate press; they build an authoritative digital footprint that improves your search rankings and online visibility.
The Digital Era of PR Is Just Beginning
Marketing thought leader Rand Fishkin puts it bluntly: PR isn’t just coming back – it’s about to become the foundation of modern marketing.
He sums it up perfectly:
“… based on the information [the recommendation is] to do PR and content marketing across all the platforms that you know your audience pays attention to. PR is […] the future of where a ton of marketing has to go, especially content placement. PR has kinda been minimised in value because people think, oh, nobody reads the media anymore. But that’s not what PR is in the digital era. [And] the digital era of PR is actually just starting.”
In other words, PR isn’t dying, it’s evolving. And for brands that want to stay relevant, now is the time to get ahead of the curve.
Maybe PR Is No Longer Optional?
In short, where trust is the ultimate currency and authenticity is non-negotiable, PR isn’t merely regaining its relevance, it’s positioning itself as the driving force behind meaningful brand connections.
