What Does a PR Agency Actually Do?

By Nick Leighton, Owner of NettResults International Public Relations

Public relations (PR) is constantly evolving, prompting one of the most common questions I hear: “What does a PR agency actually do?” Traditionally, PR agencies have focused on earned media—bridging the gap between companies and their audiences through press coverage.

But times have changed. As businesses lean into integrated communications strategies, PR agencies now tackle owned, paid, and social channels alongside traditional earned media. At NettResults, we’ve embraced this shift to deliver holistic strategies that drive meaningful results.

So, let’s break it down: What does a PR agency do?

PR Agencies Are Extensions of Your Team

Think of a PR agency as an extension of your marketing and communications team. We don’t just craft press releases—we help shape perceptions, build brands, and create strategies tailored to your unique business goals. From digital marketing agencies to PR firms, videographers, SEO specialists, and more, our work complements and enhances your efforts.

Key Services PR Agencies Provide

1. PR Strategy

Every great PR campaign starts with a solid strategy. We guide businesses through planning processes that align PR goals with overall business objectives—whether it’s growth, market expansion, or reputation building. The result? A roadmap for success across all communications efforts.

2. Messaging and Positioning

Your message matters. A PR agency helps refine your brand’s voice to resonate with target audiences. Through workshops and tailored exercises, we ensure your messaging aligns with your value proposition and connects with the market.

3. Media Coverage

The most visible PR win? Media coverage. PR agencies turn company news into compelling stories, shared at the right time with the right journalists. Our media relationships and industry expertise help get your story heard, whether it’s a product launch or a thought leadership piece.

4. Content Marketing

From press releases to podcasts, PR agencies create content that engages audiences and reinforces your narrative. Our materials go beyond self-promotion to provide real value, making your brand stand out.

5. Social Media Support

Social media is where PR comes to life in real time. Agencies advise on strategies, create content, manage platforms, and even handle paid campaigns. We ensure your online presence reflects your brand’s tone and messaging seamlessly.

6. Brand Awareness

PR drives brand visibility, whether you’re launching a startup or expanding into new markets. We design campaigns that make your brand memorable and credible, building awareness among the audiences that matter most.

7. Lead Generation and SEO

PR isn’t just about reputation—it’s about results. Through targeted media placements, PR agencies drive leads, boost backlinks, and improve SEO rankings. Our strategies ensure your PR efforts contribute to tangible business outcomes.

8. Crisis PR

When things go wrong (and they will), PR agencies are your safety net. We craft crisis plans, manage media responses, and help rebuild your reputation, ensuring you emerge stronger on the other side.

9. Reputation Management

Every message we craft and every campaign we run aims to enhance your reputation. Whether you’re shifting market focus or dealing with challenges, reputation management is the backbone of PR efforts.

PR Agencies vs. In-House Teams

Why hire an agency instead of building an in-house team? Agencies bring specialized expertise, established media relationships, and cost efficiencies. At NettResults, our global experience allows us to offer insights and strategies you won’t find in a standalone team.

What’s Next for Your Brand?

At NettResults International, we specialize in helping businesses like yours grow through strategic, impactful PR. Whether you’re looking to build brand awareness, improve reputation, or drive leads, we tailor our services to meet your goals.

Let’s talk about how we can help you reach your next milestone.

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