PR - Who Needs It?

Ever wonder what people are saying about you when you’re not in the room? For me that’s a topic better left untouched – I like to think that whatever people are saying about me is none of my business.

How about what people are saying about your business when you’re not in the room? Now that’s a different story. What people think of your business most certainly is, well, your business, and a lack of insight into the reputation and credibility of your company can cause you serious problems. Maybe not today. Maybe not tomorrow. But maybe someday.

That hypothetical should be enough to make you ask yourself: what is my reputation worth?

“We don’t need PR”

I hear it a lot, and I get it. Your sales are pretty good, your marketing budget is tight, you have a fairly decent Linkedin follower count for when you need to get some company news out there.

But relying solely on your own channels means you’re likely only speaking to the people who already know you. PR can put you in front of the people that don’t, but should. These people are reading trade publications, listening to podcasts, attending industry events – and they might just be ready to buy.

Trust: back in fashion

In January, we asked, ‘who can we trust in 2026?’. Aside from the fact that the further we get into the year, the more vexed this question becomes, the point still stands – when we can’t always believe our eyes and ears, trust’s currency skyrockets. 

A 2025 analysis from PR software provider Muck Rack found that 90–95% of AI citations come from earned media: journalism, trade publications, and independent reporting. As it seems that our robot friends favour authoritative and credible third-party sources, such as, for example, reputable trade publications, now might just be the perfect time to explore PR’s potential.

Maybe next month, a competitor is included in an industry magazine feature and you’re not. Not the end of the world. Next year, that competitor is part of the dataset that AI is using to define the most trusted players in your niche – and you’re not. Now it’s starting to feel a little more like you’re being left out of the conversation.

The long game

Whilst we all love a quick win, a reality of B2B success as with developing abs, building a nest egg, or growing out an ill-advised fringe (again) is that it can take a looooong old time. I love when our team can celebrate a new client win, or pat ourselves on the back for an amazing event, or share a great piece of coverage with a client. But I’m most proud of our resilience, persistence, and consistency every day. The bits no-one sees, without which the highs wouldn’t happen.

In the long game, timing is everything. Fortunately, your existing customers have found a great solution, your solution, when they needed it. How many more prospects are out there that don’t need your solution right now but would love to have you on their radar, and how many more do need it now but don’t even know you exist? With B2B PR and communications, you can always be in the right place, and in front of the right audience, at the right time.

Success at the long game takes consistency – if you think you’ve got the time to implement and stick to a consistent rhythm of PR and social media activity on top of your day-to-day duties...then I admire your optimism. I can only imagine what your calendar is like right now, and I don’t even want to think about your inbox.

So – who needs PR?

If you want people to say great things about your business when you’re not in the room, maybe you need PR.

If you want to reach an audience far larger than what’s possible with your own sales and marketing outreach, maybe you need PR.

If you want your trust and credibility to be quietly compounding in the background, maybe you need PR.

Maybe you’re right. Maybe you don’t need PR. But if you’re even slightly curious, it’s probably worth a conversation. 

Karis@kariscoppmedia.com - I’m always happy to talk!