Why PR Still Matters More Than Ever

The evolution from publicity to strategy—and why clarity, credibility, and trust still win

Public relations has quietly undergone a transformation. Once viewed as the domain of press releases, press kits, and publicists working the phones, it has evolved into something far more strategic—and far more essential to a business’s long-term success.

Today, PR isn’t about one-time media hits or splashy coverage. It’s about building clarity, credibility, and trust over time—across multiple channels, audiences, and platforms. The press release may no longer be the primary vehicle, but the principles behind effective PR are more relevant than ever.

We live in an era where trust is scarce. According to the 2024 Edelman Trust Barometer, only 42% of Americans trust the media to do what is right. Businesses now find themselves in a position once held by institutions—expected to lead with transparency and to earn credibility through consistent communication, not polished spin.

Strategic communications has stepped in to fill that role. It combines brand messaging, thought leadership, stakeholder engagement, and media positioning into a single discipline that shapes perception and drives authority.

Public relations, in its modern form, operates upstream. It informs brand voice, crisis readiness, internal culture, investor messaging, and digital positioning. It is proactive, not reactive. According to McKinsey & Company, companies that align messaging and operations across functions are 3.5 times more likely to outperform peers in both growth and trust.

That alignment starts with clarity—something many organizations underestimate. Vague, jargon-filled language may feel impressive, but it rarely connects with real people. Clarity requires intention. It’s the result of deep messaging work, not a quick headline tweak. And it’s at the center of how today’s PR earns attention in a world where attention is expensive.

Modern PR also extends beyond traditional media. In fact, Pew Research shows that less than one-third of U.S. adults regularly consume news from national outlets. That means relying on “coverage” alone is no longer a sustainable strategy. Organizations must own their story across owned channels—websites, social media, podcasts, email—while building visibility in earned spaces like industry publications and curated speaking opportunities.

What’s working? Story-first communication strategies rooted in the problems customers actually face. Subject-matter expertise that drives authentic thought leadership. A consistent narrative that runs from internal talking points to public-facing interviews.

And at the center of it all: a communications leader who understands how to bring it together. Whether in-house or fractional, this role is increasingly vital. It’s why more companies are hiring strategic communications partners to act as a kind of fractional Chief Communications Officer—ensuring alignment from boardroom to newsroom.

The traditional tools of PR aren’t gone. But they are no longer the heart of the discipline. The press release has its place, especially in regulated industries or significant milestones. But it can’t carry a brand. Not on its own.

The most effective organizations are those who treat public relations as a leadership function, not a support service. They don’t chase hype—they build reputation. And they do it by communicating clearly, consistently, and strategically.

That’s the evolution of PR. And that’s why it matters more now than ever.

Sources:
• Edelman Trust Barometer 2024
• Pew Research Center, Journalism & Media Reports
• McKinsey & Co. “Connecting Communication to Performance” Report