‘PR Diary’ entry #2: The ‘Invisible’ PR Nuances You Didn’t Know You Needed
Marketing campaigns generally include things like calendar listings, paid ads and social posts. But add PR, and suddenly CNN’s at your event. And when that headline isn’t what you wanted, we don’t just email a reporter; we know what’s appropriate, how to ask and how to turn it around.
That kind of outcome doesn’t happen by accident. It comes from understanding how the media actually works. There are things you can ask to be changed, things you should never ask to be changed and moments where saying nothing is the smartest move. Knowing the difference is where experience matters.
Ironically, much of the magic of PR happens behind the curtain. The headlines are great, but it's the often-invisible aspects of the work that really feed my soul.
Crisis management is a big part of that invisible work. Reactive crisis management, such as responding to inaccurate or damaging coverage, can look dramatic (and it is), but it isn’t likely to happen often. Most of the time, crisis management is proactive and looks much quieter, like catching an issue before it turns into a problem. We spend a lot of time reading between the lines, flagging potential risks and guiding clients away from decisions that could create headlines they never wanted in the first place.
Being a publicist means having a massive network, not just of journalists, but also of other entrepreneurs, investors, marketers and other business leaders. A huge part of our work happens in rooms our clients are not in. We are saying their names in conversations they may never hear about. Even when there is no active pitch out, our clients’ work, credibility and positioning are being reinforced. That quiet repetition builds familiarity and trust long before a formal opportunity ever appears.
We’re also generally the ones who make triple-sure that nothing slips through the cracks. We’re always thinking ahead on your behalf, just another invisible layer of the job. Yes, our job is to get you headlines. But it is also allowing our clients the room to focus on running their business while we’re in the background protecting their reputation, amplifying their efforts and making sure every move lands the way it should.
That’s the part of PR most people never see. Not the splashy coverage or fun events, but the judgment calls, the quiet guidance and the constant awareness of how one moves today echoes months from now. It’s knowing when to push, when to pause and when to quietly redirect before anyone else realizes there was a risk at all. That’s the fun of being a publicist and what draws us into the work each day.
🎵 Blog Soundtrack: “I Can Do It With A Broken Heart” by Taylor Swift
