What Does a PR Firm Do?

Jeannine Weaver
 Posted on 28, Nov 2022

If you think public relations is a bunch of mumbo jumbo, you are not alone. A lot of people doubt that PR helps companies even though it’s been proven to be effective at attracting and keeping customers. Why the disillusionment? Well, just like any industry, a few bad actors have delivered less than admirable results, leading to the impression that PR isn’t necessary. It’s understandable, then, that some companies wonder what PR firms - the good ones - actually do for their clients. If this is you, read on for our opinion on the responsibilities of competent public relations firms.

PR firms care about the success of customers.

This has been said so often that it’s almost a cliché, but it’s true. If a PR firm exists solely to make money, then it is going to fail its clients. At Imperium, we work with dozens of clients every day in industries as far ranging as cryptocurrency, movies, education, cannabis, and finance. Every one of them is equally important to us because what we write has the potential to push their companies to the next level. That, in turn, can help our clients to achieve the dreams they have had for years. When you think about it, it’s pretty amazing that we can impact other people this way, so we believe that any PR firm must start from a foundation of caring. Without it, the magic won’t be there.

Public relations professionals listen well.


We copywriters tend to be a pretty creative bunch, and when we learn about our clients, our brains immediately start coming up with angles for articles. While that’s a great attribute to have for our jobs, it can also trip us up if we get too far down the road. Our first task is to stop and simply listen to our clients. It’s very possible that our initial ideas may be the ones that make it into the articles. First, though, we have to really hear what our clients are envisioning so that we can make sure the articles accomplish their goals.

PR pros assimilate large amounts of information so that they can understand their clients.

Before we can start writing, we must first understand the entrepreneurs, companies, and influencers as deeply as possible. That means studying websites, reading answers to questionnaires, asking more questions, and talking to clients - all with the goal of having a solid foundation for writing. We are chameleons, jumping from industry to industry, many of which we have never worked in, yet we can understand it so well that we can write in each client’s voice.

Trust us, it’s a skill! If only we could remember everything we read…

PR writers flip their perspectives and enter the minds of customers.


The whole point of an article, blog post, or press release, of course, is to compel the reader to want to know more about a product, service, person, event, or company. What is the secret to doing this? Whole books have been written on this, but what it comes down to is one thing: a PR professional’s ability to see a piece from a customer’s perspective. 

If the article is about a ballet performance, we envision the words and imagery an article must have to make a ballet lover want to buy a ticket. If the press release is about an upcoming seminar, we work hard to build a piece that makes the reader curious and want to attend it. 

It is a lot of mental gymnastics as we go back and forth from the mind of the reader to the words we see on our computer screens, but our efforts lead to articles that hook readers and convert them into actual customers.

PR firms create sales funnels.


Someone who has never heard of your company is unlikely to become a customer overnight. They need to be guided along a sales funnel, that delicate journey that takes them to the point where they decide to purchase your product or service. PR professionals understand the nuances of this process and create strategies and pieces that move potential customers through the funnel.

Public relations firms help their clients to be in control of their brand’s image.


It’s true what the experts say - if you don’t define your brand, the public will define it for you. Getting back control of it is a long, difficult process that may never end. Far better is to establish it yourself from the very beginning. PR firms work to make this happen by strategizing with clients and putting out pieces online that establish the company’s image.

PR professionals help keep online chatter largely positive even when trouble strikes.

Your company may be wonderful, but the reality is that sooner or later, a bad review is going to come. It’s just how it goes in the business world. That negative feedback will be a lot easier to move past if it is surrounded by positive pieces. PR agencies saturate the Internet with blogs, podcasts, press releases, and other content both before a bad review hits and afterward so that its impact is minimized and forgotten.

So, what’s your verdict? Are PR firms worth the investment?

Public relations companies provide valuable services for their clients. What it really comes down to is whether or not you find the right one. Remember to not rush and to trust your gut: if something feels off, move on to a different PR firm. And, of course, never hesitate to reach out to Imperium. We are a pretty friendly group of people and don’t mind answering your questions about the fascinating world of public relations and what it can do for you and your company.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.  

For more information about Imperium Group, please see


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