PR ON THE GO • June 8, 2026

“What Exactly Do You Do?”

PR Experts Explain Their Role In Public Relations.

To gain a better understanding of their profession, we asked our experts to explain their role in public relations. New entrepreneurs can learn what public relations entails, what kind of specializations exist in this field, and what kind of services are offered. Learn about related fields and alternative terms for PR professionals, such as communications expert or publicist.

Helping brands communicate with clarity, consistency, and purpose

Emily Reynolds, Owner at R Public Relations

"Public relations is ultimately about shaping perception through clear, intentional communication. At its core, PR helps brands build credibility, strengthen visibility, and navigate how they show up publicly across media, digital platforms, partnerships, and community engagement.

As the founder of a PR firm specializing in hospitality, lifestyle, wellness, and consumer brands, my work focuses heavily on media relations, brand positioning, thought leadership, reputation management, and strategic storytelling.

PR professionals can have many titles depending on the role, including publicist, communications strategist, media relations specialist, brand communications expert, reputation advisor, or crisis communications consultant. Regardless of title, the goal is often the same: helping brands communicate with clarity, consistency, and purpose in increasingly crowded markets."

Building credibility

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"Public Relations is the process that helps establish the manner in which a business organization, the founder, or the brand name is going to be viewed in the eyes of the public, press, consumers, and any other parties involved.

PR professionals help organizations build their credibility, manage their reputation, get press coverage, get their message across, and position themselves properly.

I specialize in providing PR services to startups, digital reputation management, founder branding, and growth-oriented media strategies especially for tech, artificial intelligence, SEO, and consulting companies.

PR services usually encompass media pitching, press release placement, podcast bookings, thought leadership initiatives, crisis management, brand positioning, and digital reputation management.

PR practitioners may go by various names based on their areas of expertise, such as publicist, communications professional, media strategist, reputation manager, press secretary, corporate communications director, brand communications specialist, or publicity agent."

It is People Relations.

Jodi Lynn Karpes, Owner at GreenQueen PR

"I often describe my role as an Octopreneur – from building the business foundations, business model, adjusting to the market and industry changes, new business development, client relations, crafting and implementing the PR plan, writing, media relations, content building, and results tracking.

Public Relations is about People Relations. That is at the core of PR and what it entails to get clients earned publicity across media platforms. Additional skills needed include writing, organization, planning, budgeting, resourcefulness and solution oriented leadership and management skills. And, using AI tools to work smarter. Being genuinely collaborative and transparent, in my 25+ years of experience, is the only way to do business. I love to help clients get seen, be in the spotlight and get publicity. It is such a wonderful feeling of accomplishment.

I specialize in profiling entrepreneurs, founder-led consumer brands and lean towards female entrepreneurs, home, biohacking and wellness verticals.

Titles vary, being consistent, transparent and real matters more."

Public Relations as the driving force for business development

Melanie Marten, Owner at The Coup Public Relations

"I see public relations as the driving force of business development. In our era of rapid advancements, I focus on relevance — helping brands, entrepreneurs, and organizations provide relevant offerings and stay relevant.

With 16 years of experience in public relations, I specialize in global campaigns that reach North America, the U.K., Germany, Austria, Switzerland, and beyond in English and German.

Over the years, we have built strong relationships with clients in the B2B technology sector, food industries, and publishing. For example, we manage editorial processes for book publications for NGOs and magazines for art galleries. A large part of my work for exclusive lifestyle offerings is trend analysis.

"I'm in PR": The term "Public Relations Consultant" does not fit well, as I not only consult but also execute all the campaigns. When working as a public relations officer for a technology company as an external provider, I will hold this title within the company. If I work in publishing or the arts, I am usually referred to as a publicist."

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