From Unknown to Unforgettable: Why You Need PR
Insights from Jenna Guarneri’s You Need PR
Let’s be real—PR isn’t just for massive corporations with unlimited budgets, It’s for anyone looking to build a strong brand, earn trust, and stay relevant in today’s fast-moving world.
Whether you’re launching a startup, growing a small business, or managing your own personal brand, PR helps shape the way people see you.
Public Relations is all about storytelling, reputation management, and building relationships. It's about humanizing your brand and creating narratives that inspire trust and loyalty with your audience.
Jenna Guarneri, CEO and Founder of JMG Public Relations offers a must-read in her book, “You Need PR” for anyone who still believes PR is an optional add-on.
Spoiler Alert: It’s not!
Incorporating PR into your overall business strategy is the secret weapon that gives brands credibility and keeps them top of mind in even the most crowded industries.
What is PR and Why Does It Matter?
PR is more than just securing press coverage, it’s about managing how your brand is perceived. It involves strategic communication that builds credibility, fosters relationships, and enhances your reputation.
Unlike marketing or advertising, which are designed to sell, PR focuses on creating a compelling narrative that resonates with audiences. It’s important to first establish trust with your community before you try and sell them something.
“PR is all about perception. It’s about the messages you are distributing through each and every communication channel and the stories you are telling that represent who you are as a brand.” (Guarneri, pg. 18)
By strategically implementing PR, businesses can control their messaging, build a loyal customer base, and stand out in a competitive industry.
The Power of Credibility and Trust
One of the biggest advantages of PR is third-party validation. When a reputable source, like a news outlet, major publication, or even an influencer, talks about your brand, it carries far more weight than a paid advertisement. People trust earned media more because it’s seen as an endorsement rather than a sales pitch.
Rhode, Hailey Bieber’s skincare brand is a great example. Instead of relying solely on traditional advertising, Rhode leveraged PR to generate buzz through high-profile media features and influencer partnerships. The brand secured coverage in major outlets like Vogue, Elle, and Forbes, positioning it as a must-have in the beauty industry.
Hailey herself appeared on podcasts, YouTube interviews, and social media platforms to share the brand’s story, reinforcing authenticity and trust. This PR-driven approach helped Rhode sell out within hours of launch, proving the power of credibility and strategic storytelling in brand success.
“People don’t buy products, they buy stories. PR helps shape the story they believe in.” (Guarneri, pg. 35)
By positioning yourself as an expert in your industry and securing media coverage, you’re not just gaining exposure, you’re earning trust, which is essential for long-term success.
PR is a Long-Term Strategy, Not a Quick Fix
Many people only think about PR when they’re in crisis mode, but reactive PR won’t save you if you don’t already have a solid reputation in place.
PR is most effective when it’s an ongoing effort, helping to build those strong, lasting relationships with your audience over time.
“If you only use PR when you need damage control, you’re already too late.” (Guarneri, pg. 52)
Brands that understand the importance and consistently invest in PR build resilience. They’re prepared to navigate potential challenges, maintain a positive public image, and stay relevant even when trends and consumer behaviors shift.
The Digital Age Has Made PR More Important Than Ever
With the rise of social media and online content, PR has evolved beyond traditional media placements.
Now, brand reputation is created in real-time through social media, online reviews, and influencer partnerships. These days, a strong PR strategy isn’t just beneficial, it's necessary for survival.
“In today’s digital landscape, a strong PR strategy isn’t optional—it’s survival.” (Guarneri, pg. 78)
Brands need to be proactive in managing their online presence, engaging with their audiences, and controlling their narratives before someone else does it for them.
How to Get Started with PR (Even on a Budget)
You don’t need a large budget to implement PR effectively. Here are four smaller but impactful steps you can take right now:
1. Build relationships with journalists and influencers. Engage with them on social media, comment on their articles, and introduce yourself professionally.
2.Position yourself as an industry expert. Write articles, contribute to blogs, or speak at industry events.
3. Leverage social media for brand storytelling. Share behind-the-scenes content, customer success stories, and company milestones.
4. Monitor your online presence. Use tools to track what’s being said about your brand.
“You don’t need a million-dollar budget to make PR work for you—you just need the right strategy.” (Guarneri, pg. 101)
PR is an Investment, Not an Expense
If you want to build a brand that lasts, PR isn’t optional—it’s essential. Investing in proven strategies will help you establish credibility, build trust, and create a powerful brand presence that goes beyond sales.
Want to learn more? Pick up a copy of You Need PR and start crafting a PR strategy that works for you!