PR Then and Now

When I started this public relations course six weeks ago, I thought I had a decent idea of what PR professionals do. To me, PR meant writing press releases, managing social media pages, and stepping in to protect a brand’s reputation when something went wrong. I didn’t think much about the behind-the-scenes work or the strategy that shapes those public moments. I pictured PR as reactive — fixing problems, promoting events, or creating quick campaigns to grab attention.

Now, after weeks of diving into strategies, research methods, and case studies, I see how limited that view was. PR is not just about putting information out into the world — it’s about planning and executing a long-term approach to building trust, creating meaningful connections, and ensuring every message has a purpose.

Learning to See the Bigger Picture

One of the first major shifts in my understanding came from learning about the PESO model — Paid, Earned, Shared, and Owned media. Before this class, I might have been able to guess what each category meant, but I didn’t realize how powerful they become when used together. Paid media expands reach, earned media brings credibility, shared media creates engagement, and owned media gives a brand full control over its story. When all four are integrated, a campaign has a stronger, more consistent impact across every platform (Rodsevich, 2024).

Why Research Comes First

Another big change in my perspective came from understanding the role of research. I used to think you could brainstorm a creative idea, post it, and then see if it worked. Now I know that PR starts with asking: Who is our audience? What do they care about? How do they want to receive information? Without those answers, even the most creative idea can completely miss the mark.

This was especially true in our class project, where we researched Generation Z’s communication habits. We found that authenticity, innovation, and transparency are the values that matter most to them. As Harvard Business School’s insights blog explains, identifying your target audience’s demographics, behaviors, and motivations is what allows you to personalize campaigns and actually connect with people (Gibson, 2024).

Research also helped me understand why Gen Z responds differently than other generations. Studies show they are highly skilled at evaluating information online, practical in decision-making, and quick to filter out anything that feels inauthentic (Chang & Chang, 2023). That means PR messages aimed at them need to be transparent and aligned with real brand values — otherwise, they’re dismissed.

The Importance of Authenticity

Before this class, I thought authenticity was just a trendy word brands used. Now, I understand it’s the foundation of any lasting relationship between a brand and its audience. People can tell when a message is forced or performative. If your communication doesn’t align with your actions, it damages trust. In a world where information moves fast, being authentic isn’t just the “right” thing to do — it’s a strategic advantage.

PR as a Team Effort

One thing I didn’t fully appreciate before was how collaborative PR really is. Campaigns don’t come together because of one person’s work — they’re built by teams balancing creative ideas, client needs, research data, and audience feedback. PR isn’t a one-time event; it’s a process of adjusting, improving, and responding to what works and what doesn’t.

Where I Am Now

Looking back, my early definition of PR was simple and reactive. Now, I see it as a thoughtful, proactive process that blends creativity with strategy, research, and ethics. Over these six weeks, I’ve learned that PR is less about making noise and more about earning trust. It’s about telling the right story to the right people at the right time — and doing it in a way that aligns with both audience values and organizational goals.

As I move forward, I’ll carry three lessons with me:

1. Always start with research — it shapes every smart decision.

2. Integrate multiple channels using the PESO model for greater impact.

3. Lead with authenticity to build genuine, lasting connections.

   
   

Six weeks ago, I saw PR as a tool for pushing information out. Now I see it as a craft for building relationships that last.

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References

Chang, C.-W., & Chang, S.-H. (2023). Reaching Gen Z: Understanding media habits and engagement strategies. SAGE Open, 13(3). https://doi.org/10.1177/21582440231191741

Gibson, K. (2024, January 23). Why identifying your target audience is important to your marketing strategy. Harvard Business School Online Business Insights Blog. https://online.hbs.edu/blog/post/target-audience-in-marketing

Rodsevich, M. (2024). The PESO model in PR: Paid, earned, shared, owned media. PRLab. https://prlab.co/blog/the-peso-model-in-pr-paid-earned-shared-owned-media/