Why PR Is No Longer Optional—And How Smart Businesses Use PR to Win

Public Relations (PR) has long been dismissed as a secondary function—a way to manage a company’s image, respond to crises, or generate media coverage when convenient. But in today’s business environment, PR is no longer just about communication. It’s about influence, competitive positioning, and survival.

Businesses that fail to recognize PR as a core strategic asset are putting themselves at risk. Markets today are shaped by perception as much as by product quality. Consumers, investors, and stakeholders make decisions based not only on what a company does but on how well it tells its story and controls its narrative.

If you’re still thinking of PR as a supporting function, you’re missing the bigger picture. PR doesn’t just help businesses thrive—it determines who wins and who fades into irrelevance.

The Research is Clear: PR is a Competitive Weapon

I’ve recently looked at three separate studies that came out over the last two years that all underscore the same point: PR is no longer optional—it’s fundamental to business success. These studies highlight how businesses that master PR build stronger relationships, command greater influence, and ultimately, shape the industries they operate in.

Let’s break it down and find out how smart businesses can use PR to win.

1. PR is the New Competitive Advantage

A study by Xiaochen Zhang and James E. Grunig (2023) (source) highlights how PR has evolved from traditional media outreach to a strategic function that directly impacts business outcomes. The study identifies four key factors that give companies an edge:

• Relational Closeness – The strength of relationships with media, influencers, and stakeholders determines whose voice is heard and trusted.

• Engagement – Companies that foster two-way communication with their audiences build credibility and long-term loyalty.

• Expertise – PR isn’t just about messaging; it’s about positioning your brand as a leader in its industry. Thought leadership is an asset.

• Added Value – Businesses that share industry insights and provide real value in their communication don’t just gain attention—they establish authority.

  
  

The takeaway? Businesses that fail to prioritize PR are essentially leaving their reputation—and their market influence—to chance.

2. The Battle for Mindshare: Storytelling as a Market Differentiator

Visibility is not enough. In today’s oversaturated digital landscape, the real currency is memorability. A study by Maria Thompson and Daniel R. Kreiss (2023) (source) emphasizes that brand storytelling is now a business necessity.

The research found that companies that excel at storytelling benefit from:

• Higher brand recall – Stories stick. Statistics and product descriptions don’t.

• Stronger emotional engagement – People connect with narratives, not corporate messaging.

• Competitive differentiation – In a crowded market, a compelling story is the strategy.

  
  

Nike doesn’t sell shoes. It sells ambition. Tesla doesn’t sell cars. It sells a vision of the future. The most successful brands aren’t just competing on price or quality—they’re competing on narrative.

3. PR Beyond Business: The Power of Reputation Management

PR isn’t just shaping brands; it’s shaping entire industries. A 2024 study by Linda C. Fisher and Mark R. Patterson (source) found that in higher education, PR plays a direct role in institutional success.

The research highlights that universities using strategic PR and digital engagement see:

• Higher student enrollment – Reputation drives desirability.

• Stronger alumni engagement – A well-maintained narrative fosters lifelong connection.

• Increased funding opportunities – Perceived prestige attracts investment.

  
  

If PR can determine the success of institutions that have existed for centuries, what does that mean for businesses navigating a hyper-competitive, always-online world? It means that those who ignore PR are setting themselves up for failure.

What This Means for Entrepreneurs and Business Owners

The question isn’t whether PR is important—the research is clear. The real question is how to leverage it strategically. For entrepreneurs and business leaders, this means shifting PR from an afterthought to a central pillar of business strategy.

Here’s where to start:

1. Define Your Narrative – What do you stand for? What’s the bigger story behind your business? If you don’t control the narrative, someone else will.

2. Invest in Thought Leadership – Position yourself or your company as an industry authority. Publish insights, engage in media conversations, and build credibility beyond your product or service.

3. Build Key Relationships – PR isn’t just about press releases. It’s about who you know and who knows you. Cultivate relationships with media, influencers, and industry leaders.

4. Leverage Digital PR – Social media, owned content, and digital engagement are no longer optional. Your online reputation is your reputation.

5. Manage Crisis Before It Happens – Every business will face reputational risks. The time to build a crisis communication strategy is before you need one.

   
   

Why Expertise Matters: PR as a Blueprint for Growth

Effective PR isn’t just about making noise—it’s about strategic influence. Just as businesses wouldn’t launch without a financial plan, they shouldn’t operate without a PR blueprint.

This is where expert guidance becomes essential. Working with PR professionals who understand media dynamics, crisis management, and narrative positioning ensures that PR isn’t just a reactive tool—it’s a proactive competitive advantage.

Companies that integrate PR into their overall strategy don’t just survive in competitive markets—they lead them.

The bottom line? PR is not an accessory to business. It is business.Will you control the conversation, or will the market define it for you?