Why Smart Brands Never Skimp on PR
A Love Letter from Our Co-Founder Who's Tired of Seeing PR Budgets Get Cut
When it comes to PR, there’s a persistent misconception that continues to puzzle seasoned publicists like myself: public relations is often the first budget item to face cuts. And, it drives me crazy every time, because here’s the truth – cutting PR is like deciding to stop maintaining your car because you can't directly measure how many accidents the maintenance prevented.
I've worked with brands of all sizes, both in-house and on the agency side, and I'll tell you something interesting I've noticed: the brands that stick with PR through thick and thin? They're usually the ones crushing it in the long run. It's not just about getting your name in the press (though that's nice too). PR is the foundation that determines how people see, talk about, and value your brand in the real world.
Here's something that might surprise you – even in our hyper-digital age, PR hasn't become less important. If anything, it's become absolutely crucial. Let me break it down:
Think about those moments when something goes viral (good or bad) – the brands with solid PR frameworks already in place can jump on relevant opportunities or handle crises like pros. It's not just about putting out fires; it's about being ready to shine when your moment comes.
And let's talk about your brand's story. A strong PR strategy keeps your message consistent whether someone's reading about you on LinkedIn, seeing your Instagram post, or chatting with your customer service team. It's like having a good GPS – it keeps everyone heading in the same direction.
Plus, thanks to the internet, PR wins keep on giving. That great article about your brand? It's not just yesterday's news – it's discoverable content that can keep bringing value for years. In fact, we’ve had so many clients that are still tracking purchases from articles published about them from 2+ years ago.
If you're one of those leaders who sees PR as a "nice-to-have" rather than a "must-have," you're leaving a lot on the table. Here's what solid PR investment actually gets you:
Real, earned credibility that no amount of advertising can buy
A direct line to your customers' hearts (and wallets) through authentic engagement
Crisis armor that protects your reputation when you need it most
A competitive edge in attracting top talent (because everyone wants to work for a respected brand)
The ability to shape industry conversations rather than just react to them
As we navigate through 2025 and beyond, the brands that will thrive are those that recognize PR as a fundamental business function rather than a luxury add-on. They're going to be the ones who get that PR is as essential as their product development or sales strategy.
Whether you invest in PR with DeskSides or work with one of the many amazing publicists we know and love in this industry, investing in PR is investing in your brand's future.
Here's the bottom line: Sure, marketing campaigns can get you quick wins (and we love those), but it's strategic PR that builds the kind of brand equity that keeps you thriving year after year. Think of PR as playing the long game – it's not just about managing your image today, it's about building a brand that people will trust and respect for years to come.
And trust me, that's worth every penny!
-Allison