Public relations is often seen as a mysterious art form—one that’s creative, fast-moving, and hard to quantify. But when done right, PR can be one of the most powerful tools in your marketing arsenal. At Junipr Public Relations, we specialize in making PR a strategic force that fuels brand growth, visibility, and connection. Here’s a look into the essentials of PR and how to make it work for your brand.
 

What Is Public Relations?

At its core, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It’s about managing and disseminating information to shape perception and build trust. Unlike advertising, which is paid for, PR is earned—meaning your brand gets featured because it’s relevant, valuable, and timely.
 

Where PR Fits in the Marketing Funnel

PR is a classic “funnel filler.” It’s best placed at the top of the funnel to generate awareness and consideration—especially among audiences who might not yet realize they need your product or service. Whether you’re targeting customers, media, shareholders, regulators, or competitors, PR helps initiate those first crucial touchpoints.
 

Why PR Is Unique

PR is the art in a sea of marketing science. It thrives on storytelling, relationship building, and timely communication. But it also comes with challenges—like being reactive, hard to measure, and often dependent on the media’s timelines. That said, when leveraged strategically, PR can drive incredible brand value.
 

The Power of Earned Media

At Junipr, we create news. We study what journalists are covering, tailor our pitches accordingly, and craft compelling stories using AP style and newsroom sensibilities. Our goal is to reduce friction for media by offering ready-to-use content, quotes, visuals, and access to key leaders.
 

Navigating Today’s Media Landscape

• 24/7 News Cycle: Speed matters.

• Scrutiny is High: Credibility is everything.

• Church & State Separation: Editorial and advertising remain distinct.

• Affiliate Marketing & Influencers: They’re part of the mix now.

• Cancel Culture: Messaging must be thoughtful and inclusive.

Measuring Success in PR

PR metrics aren’t always straightforward, but they do exist. For awareness-driven campaigns, we look at:

• Impressions (e.g., Newspaper = 2.5x circulation; Magazine = 4x)

• Unique Visitors per Month (UVM)

• CPM (Cost per Thousand Impressions)

• Ad Value Equivalency (AVE)

• Media placements, interviews, and asset inclusions

Establishing measurement benchmarks at the start of a campaign is essential to track progress and demonstrate impact over time.
 

Partnerships That Work

Strong PR doesn’t happen in a vacuum—it needs alignment with marketing, advertising, and influencer strategies. At Junipr, we believe in collaborative partnerships that integrate across functions. Our most successful campaigns involve:

• Brand Integrations

• Celebrity Endorsements

• Influencer Campaigns across platforms like TikTok and Instagram

A one-size-fits-all approach won’t cut it. We help our clients develop phased, targeted strategies that meet their brand goals without diluting the message.
 

Final Thoughts

PR can’t—and shouldn’t—operate on its own. It needs to be part of a holistic, strategic marketing framework. When executed with intention, PR not only builds awareness but drives meaningful action.

Want to learn more or see how we can partner? Let’s connect.