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  • Writer's pictureNicole Peternel

Don't Just Build It

Updated: Feb 3, 2021

Creating a Great Company is Fruitless Without PR

“If you build it, he will come.” ~ Field of Dreams, 1989

But what if he doesn’t?! What if she never shows up?! What if they never hear about us?! Building something great and waiting for someone to notice isn’t going to get you too far in business. The fact is, you’re going to need to be proactive, target your audience, shape your message, and share your story (a story worth a James Earl Jones voiceover). When you boil it down, ALL of that is a part of a solid public relations strategy. There’s a reason it’s a multi-billion dollar industry. Instead of billions of reasons you need PR though, we’ve got five paired with five memorable quotes (because we really like movies).

“I'll have what she's having.” ~ When Harry Met Sally, 1989

Talk about a ringing endorsement! Ok, so Meg Ryan is memorable in that scene for more than one reason but, the point is, how something is said and who’s saying it often matters more than what’s being said. You probably can’t hire Meg Ryan (and if you can, we’d love an intro) but you can do PR. PR Persuades. Here’s an example: When you pick up a magazine, do you pay more attention to the glossy advertisement for a new restaurant or the five-star review of the same place? We’re going to bet a pretty penny that review holds more weight. Robert Wynne, a Forbes contributor, really says it best: “With advertising, you tell people how great you are. With publicity, others sing your praises.” Want to see some numbers to back that up? PR is almost 90% more effective than advertising. Those are numbers we can get behind.

“Show me the money!” ~ Jerry Maguire, 1996

If we could get Cuba Gooding Jr. to change that line just for us, we’d have him say, “SAVE me the money!” Getting written up in the paper, chatting with a radio host, or doing a spot with your local TV station is more cost-effective than advertising. PR Saves. Did you know, an ad in Forbes will run you six figures?! Instead, you can spend a fraction of that amount by hiring someone to handle your PR or take a media relations training program like PResence and land the media coverage yourself. We’re Rein Communications and we approved this message.

"To infinity and beyond!" ~ Toy Story, 1995

If you snagged a media placement, your story doesn’t stop there. Working with the media means you can give your story legs. PR Grows. Thanks to the shelflife of online coverage, the people you want to reach can learn about your company through an article or an interview years after it was done. You can’t always say the same for advertising. Another pro? You can share that article or interview on social media, which gets people talking about what you do. Chatter = awareness = leads.

“It’s alive! It’s alive!” ~ Frankenstein, 1931

Sure, Victor Frankenstein created a monster and we’re not suggesting that but you should start thinking about what YOU want to create. PR Creates. Public relations creates a story that engages your audience, making you relatable and unique, while introducing people to your company in a way that’s organic and memorable. Authentic storytelling creates a personality for your brand, bringing it to life. Congratulations! It’s a business!

"Here's looking at you, kid." ~ Casablanca, 1942

You’ve gotten media coverage, now what? Build on it, of course! PR Builds. With social media infiltrating everything we do, we have more tools at our disposal to share our experience, ideas, and perspective. A solid PR strategy involves building on each media engagement, developing a credible voice along the way. Credibility paves the way for expertise and journalists are always looking for experts in a variety of fields. That’s where the tables turn and journalists are the ones coming to you. Way to go, kid!

So if you’ve built it but you want some help making sure he/she/they will come, let us help! We can do it for you or teach you how to take the reins yourself (pun intended). Rein Communications is a full-service agency that combines the expertise of a PR pro with the inside-knowledge of a journalist. Whether it’s PR, media training, crisis communications, public speaking, content strategy or copywriting, we can make it happen at a price that won’t make you clutch your pearls. If you’re a force to be reckoned with, we reckon you’re just right for our PResence class. It’s a day-long, immersive public relations and media training program developed exclusively for women business leaders. We’ll give you the keys to create and drive your own PR strategy.

For more information on how to get started, visit us at


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