Public relations is often misunderstood. Ask someone what PR is, and you’ll often hear “storytelling” or “getting media coverage.” While storytelling is a powerful tool in our PR toolkit, it’s not the purpose; it’s a tactic. The real purpose of PR is connection.
At Belle PR, and in alignment with the Public Relations Institute of New Zealand (PRINZ), we define PR as the deliberate, planned and sustained effort to establish and maintain mutual understanding and excellent communications between an organisation and its publics. It’s a two-way process. It’s about building relationships, fostering trust, and creating shared understanding.
Why does connection matter more than storytelling?
Storytelling is how we deliver key messages. But connection is why we deliver them. PR is about understanding your audience, what they care about, what they need to know, and how they want to engage. It’s about listening as much as speaking. It’s about being strategic, not just tactical.
Case study: Pushing out stories with no one to listen
This month, I had a conversation with a senior leader that perfectly illustrates the disconnect between storytelling and connection. I’d recently been added to the distribution list for their media releases and was surprised by how many they sent out! They have a decent-sized communications team, some of whom clearly know a thing ot two about writing for media because they're probably former journalists, so kudos to them for writing media releases well.
The updates were rich with insight and would be valuable to their audience. But when I asked, “Where do your media releases go?” the answer was vague: “To media… RNZ, you know, broadcast media, community and regional media... on our website." When I asked, “But media do not pick them up, so where else do they go?” The response was uncertain: “Social media and other channels... we use a range of channels.”
The reality? I hadn’t seen or heard this news anywhere, and you'd have to dig through other things on their website to find their 'news' section. These stories weren’t reaching the people who mattered.
This is the crux of the issue. If you’re “doing storytelling” and are like this business, relying solely on earned media, and your story isn't picked up, then you’re not fulfilling the purpose of PR. You’re not building relationships. You’re not creating mutual understanding. You’re not connecting.
PR is strategic, not just tactical.
Belle PR was set up to help organisations cut through the noise to share their messages in the most impactful way.
We shape communications strategies that align with your goals and values.
We take the time to understand your audience, your purpose, and your voice.
We're straight up, because authentic connection is what builds trust, and trust is what builds reputation.
We focus on reaching your audience in the most effective way possible - sometimes, that's a good old-fashioned conversation!
PR is about being intentional. It’s about choosing the right channels, crafting the right messages, and engaging in meaningful discussions. It’s about being seen, heard, and understood.
So, now that we've covered the purpose of PR, how can we help your business or brand? Let's chat.
