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WELCOME TO THE NEW ERA OF PR
For a long time, PR was largely built on relationships with journalists and editors. It was all about making sure your press release would actually be published, and your product or service would be seen by relying on third-party media outlets.
But PR has changed.
Today, it lives far beyond the inboxes of journalists. The way people discover new brands and products has expanded dramatically. Social media, creators, and online communities have completely reshaped what it means to build relationships, influence perception, and spark conversation.
PR is no longer just about press. It’s about relevance, connection, and creating moments people actually care about. It’s a brand’s ticket to the heart of culture. And above all, it’s about being able to create the kind of momentum that doesn’t just flash by, but that is unforgettable. So how do you do that?
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get people talking
It starts with getting people talking. Not by showing up once, but by building something people want to step into, experience and share. Yet many brands still treat PR as a functional tool to get a message across.
An international study among CMOs shows this clearly: 41% don’t see PR as a creative channel, 20% don’t see the value of earned campaigns, and 53% view it as purely functional.
But PR has evolved. It’s still about what others say about you, but who “others” are has expanded. Creators, communities and audiences now shape that narrative in real time.
That means PR no longer lives in one lane. Gifting, events, creators, campaigns and community all work together. Not as separate tactics, but as one connected ecosystem. And that’s where the opportunity lies.
PR is now deeply intertwined with the rest of the marketing machine, opening up far more creative ways to show up, connect and stay relevant. Brands that understand this build momentum. The ones that don’t, risk being seen once… and forgotten just as quickly.
Let’s look at a few ways to do that, starting with experiences.
Bringing brands to life
When you launch a product or a brand, creating visibility is key. Gifting is a great start, but if that’s the only thing you’re doing, your product will only go so far. You first have to introduce your brand to your audience, and meet them where they are. One of the best ways to do that? Bring it to them IRL with an unforgettable experience.
That’s exactly what Liquid I.V.® did right when they launched their electrolytes in the Dutch market. They first created hype around the product by inviting creators to an exclusive event, where brand ambassador Jutta Leerdam gave them a killer workout. The in-time content and coverage created during this event created an extra layer of exposure for the product launch. To finish it off, they showed up at two of the country’s biggest festivals (the perfect place for the problem their product solves, and where their target audience already is). No single standard launch event, but multiple moments with different touchpoints to create momentum.
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Gifting, but better
Gifting is a huge part of PR in getting products out to the right people and building relationships. But if it’s the only part of the strategy, or not unique enough, you risk your product ending up in someone’s drawer. Creators are flooded with the same packages, over and over again. So standing out is key.
What makes an impact is when a product becomes part of an experience. Something fun, unexpected, or worth documenting. That’s when it works; not just for content, but for how people connect your brand to a feeling.
Alix Earle did just that for the launch of her brand Reale Actives. She gifted creators PR packages with mystery puzzle pieces over a period of 24 hours, creating suspense and curiosity. Then, an IRL billboard came together where the pieces revealed the brand name. Here, gifting wasn’t just about the product. It was a creative linchpin that carried the launch and built hype. Proving that you can achieve so much more with gifting than just sending it out to creators and hoping for the best.
find your niche
Another important part of PR is who talks about your brand. There’s always a niche (or not so niche) fandom or community your brand belongs to. These fandoms are more powerful than you think. If they really resonate with your product or brand, they’re going to talk and post about it. But don’t try to become the center of attention. Understand their culture and align your product with their needs.
Namdong, a Korean inspired noodle-brand, understood that perfectly. They first invited creators from the K-pop niche to an immersive event where they could taste their noodles and meet their mascot Rami for the first time. To round out the event, all creators were invited to see K-pop band ENHYPEN at the Ziggo Dome.
In the days following the event, ambassador Thomas Panterpoes made the rounds at different creators houses with a tray of goodies, including chopsticks, a branded bowl and their own noodles of course. That’s how you give creators an experience and a story to tell, and something that hits home more than a standard PR package.
Make pr creative again
At the end of the day, it’s no longer about sending something nice and hoping for the best. PR today is about creating something people actually want to be part of, and talk about (not because they have to, but because they want to).
That means thinking bigger. Finding the communities, fandoms, or cultural moments your brand can tap into, and building from there. Creating anticipation. Building layers. Getting creative with gifting. Inviting people in before, during, and after the moment. Because PR today isn’t just about one touchpoint. It’s about momentum. Get creative, and the results will follow.
building real relationships
Britt Messing, Founder For You Agency:
"These days, creators and celebrities are flooded with gifting, packages, and invites on a weekly basis. But what we’re hearing from creators is that they want something different.
They don’t just want a product, they want something they can experience. They want to build real relationships with brands, and the people behind them. They want to lean into their niche or community, and be part of things that feel different.
Something they genuinely resonate with, and events they actually want to be at. That’s when they create content that reflects real enthusiasm.
We’re seeing a shift towards “experience PR”: not just another event, invite, or gifting moment, but something people actually want to talk about."
WHAT'S IN IT FOR THE MARKETER?
This new era of PR is a far more creative and powerful way to build a brand. Rather than relying solely on traditional media coverage, PR now offers the opportunity to shape the conversation through experiences, creators and communities. It’s part of a bigger marketing machine, allowing brands to get more creative, connect with audiences and stay relevant in different ways.
Bringing your brand to life IRL, creating thoughtful gifting campaigns, and finding the right niche are great starting points, but PR doesn't stop there. Brands need to get more creative and give people a genuine reason to talk about them. There are multiple ways to do this, and the key is finding the most creative approach that resonates with your audience and delivers results for your brand.
