PR ON THE GO • September 11, 2026

Explain like I'm 5: What the Heck Is Public Relations?

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To help first-time entrepreneurs understand Public Relations, we asked our PR and growth experts for their insights on the topic. From communication strategies to relationship building, there are many aspects of public relations that shed light on its broad functions.

It gives people a reason to trust a business

Emily Reynolds, Owner at R Public Relations

"That’s a question I get asked more often than you might think! PR is really about helping people understand who you are, what you do, and why they should care. It includes the stories you tell, the relationships you build with journalists and other influential voices, and the way you communicate when something goes wrong.

Good PR helps your business become known for something meaningful and gives people a reason to trust you. For founders, that can be especially valuable because reputation often starts building long before someone becomes a customer."

It's being able to rely on a lot of credibility

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"If I had to explain PR to a five-year-old, I'd say it's basically making sure people know who you are, what you stand for, and why they should trust you.

Advertising is you paying to say, 'We're brilliant.' PR is helping someone else make the statement, "No, actually, these guys have something going for them." This could be a journalist writing about you, a podcast interviewing you, customers talking you up, or experts talking about your work.

What I see entrepreneurs missing when it comes to PR is that it’s about making connections and establishing credibility before you actually need them. When your reputation is good, introducing a product, recovering from a mistake, or entering a new market gets a lot easier.

I have always felt that great PR would look less like megaphone-y shouting and more like being able to rely on a lot of credibility when you’re not there to defend yourself."

It's about being seen and recognized

Jodi Lynn Karpes, Owner at GreenQueen PR

"Remember being so full of excitement about something, you ran home to share it with your family? And they felt that joy with you, and then they shared it with more family members, and friends, and they shared the news too. Public relations works in a similar same way. You score a goal, and you want to tell your world. In Public Relations, we need the media to help us share that news, they are our “friends and family”.

Advertising on the other hand, is you paying to tell people you're great. PR is when someone else, a journalist, a podcast host, a trusted media outlet, says it for you. When that happens, it carries real weight and gravitas, because it's earned. Good PR starts with real news, something worth telling. And at its heart, PR is about being seen, and recognized, for who you truly are. Being seen changes everything. After all, there’s no point in winking in the dark."

PR works with journalists, who are the original influencers

Melanie Marten, Owner at The Coup Public Relations

"When someone invents something, has a new product or service, or offers entertainment or education, people like to hear about it from people they trust.

Journalists are the OG influencers. While print media is decreasing, media from publishing houses, such as online magazines and broadcast, still have the greatest reach. Audiences trust journalists' editorial selections because their job is to report on topics from an objective point of view.

Public relations experts know the media formats and journalists, and they craft messages about the new business so that they are relevant to the topics the journalists cover. Therefore, there is a greater chance that it will receive attention and potential coverage. Public relations also uses tactics and strategies to place the new business in contexts or environments where the media already reports. They use visuals authentically, without incorporating them into a campaign. They use solely product photos or founder headshots, not marketing claims.

This process is designed to raise awareness of the new offering and pique people's interest in trying it themselves."

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