The Real Value of PR: Moving Beyond Media Hits and Vanity Metrics To Create Real Consumer Connections

Studies have shown that a significant percentage of UK consumers prioritise brands that align with their values. Making noise and getting coverage is secondary to creating authentic connections.

It’s not just about what people hear about you; it’s about how they feel about you. The brands that truly understand this shift and embrace it will be the ones to thrive.

Yes, chasing coverage still matters – but it’s no longer the sole focus of PR – we’ve evolved far beyond that, meaning press relations is just one of the many outputs we do.

The best PR campaigns are therefore less about just being seen, it’s about making people feel connected to something. The brands that leverage PR to foster genuine affinity with their audiences will see their customer base evolve into passionate communities and long-term advocates. This shift from transactional relationships to more meaningful, sustained engagement will drive long-term, steady growth – and PR is at the beating heart of that movement.

Public relations was once seen as just a tool for securing media placements. Now, more than ever, it’s about building and nurturing relationships with the people who matter most to your brand. These relationships are rooted in trust and authenticity, not just a well-placed article or an informative press release.

The most beloved brands don’t rely on solely one channel to tell their story.

They integrate PR into every touchpoint, letting it guide messaging through-the-line. PR used correctly will embrace social media, influencer partnerships, experiential marketing, brand collaborations, as well as strategic earned and paid media. The goal isn’t just to be heard; it’s to be felt, understood, and as a result, to help people naturally discover you, without the need for conversion looming in the shadows.

Brands that get it understand that true PR success involves shaping perception, earning trust, and creating a sense of belonging for potential customers by inviting them into a community.

Awareness might still be the industry buzzword, but the question is: where does that awareness lead?

Brands that focus on visibility alone without offering real substance risk being drowned out in an oversaturated market.

It’s crowded out there, and with so many competing voices, it’s easy to be forgotten.

To build brand affinity, you need more than attention – you need engagement. So, while PR gets people to open the door, it’s your marketing and social media that gets your audience to come in and stay. This is where, for many brands, ill-aligned strategies, and conversion-focused directives leave potential customers loitering in the doorway.

Consumers today are more discerning than ever.

They are no longer passive recipients of a brand’s message; they want to be a part of the conversation.

PR strategies that create emotional resonance will turn audiences into advocates. These advocates will not only spread the word about your brand but will also feel invested in your story, values, and role in their lives.

The future of PR is about creating immersive, meaningful brand experiences for your target audiences. PR needs to go beyond just being visible; it needs to be authentic, tell a story, and above all else, be intentional.

This means telling stories that aren’t just informative, but inspiring. It’s about building a brand narrative that cuts through and stands out in a way that feels real and relevant.

The brands that truly understand this will be the ones that shape the conversation, not just participate in it.

Many PR professionals are stuck in the cycle of chasing media placements without considering whether they’re truly valuable. The truth is, media relations is not about who you know – it’s about how well you understand what matters to a journalist and their audience right now.

If you’re still operating under the assumption that PR success is measured by the volume of media placements rather than the stories being told, it’s time to rethink your approach.

Relevance wins over volume every time.

Some hard truths to keep in mind:

Consider for a moment whether what you’re working with truly adds value. And most importantly, don’t be afraid to pull back or say no if the story, angle or campaign doesn’t feel right.

PR is ultimately about respect – not just for the media, but for the audience you are trying to reach as well.

All this to say, the true success of PR lies in how it shapes consumer perceptions, builds trust, and creates meaningful, lasting connections.

Here are some ways to measure PR success that go beyond the numbers:

So perhaps it’s time to rethink what success looks like in PR. Ease up on the numbers and instead think bigger about the value you’re creating for your audience. That’s the true power of PR.