At Junipr Public Relations, we believe that strong public relations strategy is more than just sending out press releases — it’s about building lasting relationships, telling stories that matter, and making sure the right voices are heard at the right time. That philosophy was at the heart of our recent “PR 101” Lunch & Learn session with the bioMérieux team.

Here are a few key takeaways from our workshop on the fundamentals of public relations — and how strategic communication can move the needle for organizations in any industry.
 

What Is PR — Really?

Public relations is often misunderstood. At its core, PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It involves managing reputation, sharing meaningful stories, and guiding public perception.

Effective PR can take many forms:

• Thought leadership articles and op-eds

• Crisis communications and media training

• Proactive and reactive media outreach

• Internal communications and change management

• Press releases and pitching journalists

And while all these tactics serve different purposes, they’re most effective when they’re guided by a well-defined strategy.
 

The Role of PR in the Marketing Funnel

Where does PR fit in the customer journey? In most cases, PR serves as a “funnel filler” — raising awareness among both familiar and unfamiliar audiences. Whether your audience is active, aware, or latent, PR helps shape how they view your brand and value proposition before they even visit your website or speak to your team.

Understanding your audiences — from media and customers to regulators, shareholders, and vendors — is critical. Each public interacts with your brand differently, and effective PR meets them where they are.
 

Today’s Media Landscape: Fast, Fierce, and Focused

The media world has changed dramatically. The rise of the 24/7 news cycle, the merging of media companies, the influence of affiliate marketing, and the scrutiny journalists face all impact how and when stories get told.

At Junipr, we don’t just respond to the media — we understand how it works. We create newsworthy content, write like journalists, and make it easy for reporters to include our clients in their stories by providing clear information, strong visuals, and quick access to spokespeople.
 

Press Releases vs. Pitches: What’s the Difference?

A press release is a formal announcement, written in a news article format and distributed broadly. It’s factual and objective — meant to inform.

Pitching, on the other hand, is personal. It’s about crafting a brief, compelling hook for a journalist that makes them want to learn more. Pitches can be proactive (based on your news) or reactive (tied to current events). Both are essential tools for creating relationships and telling your story in the media.
 

Why Thought Leadership Matters

Sometimes, your company doesn’t have a big announcement — and that’s okay. Thought leadership fills the gap. By consistently sharing expert insights, innovative thinking, and industry perspectives, you build trust and raise your profile over time.

In B2B, it matters more than you think:

• 58% of decision-makers say thought leadership influences who they choose to work with.

• 61% say they’d pay a premium to partner with a recognized thought leader.

Through consistent storytelling and a willingness to add to the conversation, any organization can become a trusted voice in its field.
 

Measuring PR Impact

PR isn’t about clicks or conversions alone — it’s about awareness and influence. That’s why we use a mix of traditional metrics like impressions, ad value, and number of placements, alongside qualitative impact. The key is consistency: defining how success will be measured early and tracking it across every campaign.
 

Final Thoughts

At Junipr, we believe in strategic, thoughtful, and authentic public relations. Our partnership with bioMérieux reflects this commitment — aligning messaging with mission, and media strategy with long-term goals.

Want to bring your brand’s story to life in the media? Let’s talk.