What is a PR Team? Roles, Skills, and How to Build One

Imagine this:

You’re scrolling through the headlines, and one story grabs your attention.

A once-struggling brand has become the darling of the business world, thanks to a perfectly timed campaign that got everyone talking.

Was it just luck? Not quite. It was likely the work of a PR team expertly shaping the narrative.

According to the 2024 Edelman Trust Barometer, 66% of people globally trust businesses to “do what is right.” But here’s the catch: trust doesn’t just happen—it’s built. That’s where PR teams come in, crafting stories and strategies that earn public confidence.

A great example is Old Spice, which transformed its outdated image into a cultural phenomenon with a clever, trust-earning campaign. Sales soared, and the brand became a household name again.

So, what exactly do PR teams do? How are they different from marketing, advertising, or communications? And what does it take to build and manage a successful PR team? Let’s unpack it all.

What Is a PR Team?

A PR team is the group that manages how the public views a person, brand, or organization. Think of them as reputation managers—they make sure people hear the right stories and see the best sides of an organization, all while steering clear of unnecessary drama.

Their job involves more than just sending out press releases or planning events. PR teams focus on building trust and creating goodwill. They shape public perception through social media updates, written content, press conferences, and even community outreach. This is to establish credibility and help attract customers, investors, employees, and other key audiences.

Imagine an organization facing a sudden crisis, like a data breach or an unflattering news story. It’s the PR team that steps in, crafting messages to address the situation calmly and professionally. Or consider a company launching a new initiative—PR is the team ensuring the public knows about it in a way that connects with them and builds interest.

PR also works to maintain positive relationships with the media and the community, acting as a bridge between an organization and the outside world. When done well, this builds not just recognition, but trust—something no business or individual can succeed without.

In short, a PR team is there to protect, promote, and nurture the public image of whoever they represent. It’s a job that takes a lot of strategy, communication skills, and the ability to think on their feet.

What Do PR Teams Do?

PR teams are the ultimate multitaskers, juggling a mix of strategic planning, communication, and relationship-building to keep an organization’s reputation intact—and thriving.

Their work often goes unnoticed unless there’s a crisis, but their contributions are vital every single day.

Here’s a closer look at their responsibilities and daily activities:

Media Relations

Building relationships with journalists, news anchors, editors, and even social media influencers is a big part of the job. PR teams pitch stories, share newsworthy updates, and work to secure positive coverage for their company.

For example, if a company lands a significant investment, the PR team ensures the right media outlets are talking about it in the best possible way.

Crisis Management

Every company hopes it won’t face a crisis, but if one hits, PR teams are the ones who step up. Whether it’s a product recall or a controversial incident, they craft statements, provide updates to the media, and help the organization navigate the situation with transparency and care. Think of it as damage control with a strategic twist.

Content Creation

PR teams often double as content creators. From blog posts and social media updates to in-depth research reports, they produce materials that align with company goals while engaging audiences.

For example, an eco-friendly brand might release a report or blog series about the benefits of sustainable products to position itself as a thought leader in the space.

Event Planning

PR teams also organize events like press conferences, community outreach programs, or product launches. These events help create buzz, foster connections, and reinforce a positive image of the organization.

Reputation Management

Monitoring public sentiment is a daily task for PR teams. They track news stories, analyze media coverage, and work to address any negative perceptions before they spiral out of control. A good PR team is always one step ahead, ensuring the organization’s image stays polished.

Strategic Planning

Behind every press release or campaign is a carefully thought-out strategy. PR teams align their efforts with the company’s goals, ensuring every action contributes to maintaining a positive public image and achieving long-term objectives.

Measuring Effectiveness

After executing campaigns or initiatives, PR teams analyze metrics such as media mentions, audience engagement, and sentiment changes. This data helps them understand what worked, what didn’t, and how to improve future efforts.

In short, PR teams do a bit of everything—but all with one aim: ensuring the organization looks good, sounds good, and stays credible in the eyes of its audience.

That said, PR teams don’t operate in isolation. Their work often overlaps with other departments like marketing, advertising, and communications, yet each plays a distinct role in supporting the organization’s goals.

Let’s take a closer look at how PR differs from these functions.

What Is the Difference Between PR and Other Departments?

At first glance, PR might look similar to other communication-heavy departments like marketing, advertising, or corporate communications. After all, they all involve messaging, campaigns, and connecting with audiences.

But dig a little deeper, and you’ll find that each has its own distinct role and approach. Here’s how they stack up:

PR vs. Marketing

PR is about shaping perception, while marketing is about driving sales. PR focuses on building trust and credibility over time, ensuring people see your organization as reliable, ethical, and worth supporting. Marketing, on the other hand, is laser-focused on creating demand and delivering measurable results, like conversions or revenue.

For example, a PR team might arrange an interview where the CEO shares their vision for the future, fostering thought leadership. Meanwhile, marketing is running an ad campaign promoting a product launch.

PR sets the stage; marketing brings the audience to the table.

PR vs. Advertising

If advertising is like a loudspeaker saying, “Look at us!” PR is the quiet conversation that gets others to say, “You should check them out.” Advertising relies on paid media—think TV spots, billboards, or digital ads—to grab attention. PR earns that attention through press coverage, partnerships, and organic buzz.

For instance, an ad campaign for a new product might showcase its features in flashy ways. A PR effort, however, might focus on getting journalists to write stories about how the product solves a real-world problem.

PR vs. Communications

PR is a part of communications but with a narrower focus.

Communications handles both internal and external messaging, covering everything from employee newsletters to shareholder updates. PR, by contrast, is all about the public—managing external perceptions through media relations, events, and strategic storytelling.

In simple terms, PR is like the public-facing arm of communications, working to build relationships and maintain a positive image with those outside the organization.

Understanding what PR teams do is one thing, but knowing when your organization needs one is just as important. Let’s explore the scenarios where having a PR team can make all the difference.

When Do You Need a PR Team?

A PR team isn’t just a “nice-to-have” for big companies with deep pockets—it can be a game-changer for organizations of all sizes. But when does bringing in a PR team really make sense?

1. When You’re Launching Something New

Launching something new is exciting, but making sure it reaches the right audience takes planning.

A PR team can create a launch strategy, pitch stories to the media, and develop content that generates buzz. Think product reviews in top-tier publications or feature articles highlighting the product’s benefits.

2. When You’re Growing or Entering a New Market

Expanding your business comes with new challenges, including introducing yourself to a broader or unfamiliar audience. A PR team can help you establish credibility, build awareness, and make connections in new regions or industries.

3. When You Want to Build or Protect Your Reputation

Reputation takes years to build and moments to lose. If you’re focused on establishing trust with your audience—or addressing minor concerns before they escalate—a PR team can steer you in the right direction. They’re the ones who craft thoughtful responses, manage media narratives, and ensure your side of the story is heard.

4. When Crisis Strikes

Nobody likes to think about the worst-case scenario, but when it happens, a PR team can step in to manage the fallout. Whether it’s a negative news story or a social media mishap, PR professionals know how to communicate clearly, mnimize damage, and keep trust intact.

5. When You’re Hosting an Event

Planning a corporate event, product launch, or community initiative? A PR team can help promote it, handle logistics, and secure media coverage. They’ll make sure the event not only runs smoothly but also leaves a lasting impression on attendees and stakeholders.

6. When You’re Ready to Be a Thought Leader

Positioning yourself or your company as an industry leader doesn’t happen by accident. PR teams can help you share insights, secure speaking engagements, and get featured in media outlets that matter to your audience.

7. When You Need to Engage with the Community

Strong community relationships are invaluable, especially for local businesses or organizations with a community focus. A PR team can help you organize events, connect with local media, and foster goodwill that keeps your brand top-of-mind.

Knowing when you need a PR team is just the first step. Once you’ve decided it’s time to bring in the pros, the next challenge is assembling a team that’s equipped to handle your goals.

How to Build a Strong PR Team?

Building a PR team is more than just hiring talented individuals. It requires thoughtful planning, careful structuring, and a commitment to fostering collaboration.

Here’s how you can put together a team that gets results.

Step 1: Define Your Goals

Before anything else, identify what you want your PR team to achieve. Clear, measurable goals help shape your team structure and strategy. Are you focusing on building brand awareness, managing crises, or expanding into new markets?

For example, if your goal is to secure media coverage in top-tier outlets, you might need team members skilled in media relations and storytelling.

Step 2: Structure Your Team

Your team’s structure will depend on your organization’s size, resources, and PR needs. Decide whether to build an in-house team, partner with an agency, or use a hybrid model.

An in-house team gives you direct control and deep familiarity with your organization, while an external agency can bring specialized expertise and fresh perspectives.

• In-House Teams: Best for companies with consistent PR needs. These teams provide control and deep understanding of your organization but require ongoing investment in skills development.
• Agencies: Ideal for complex campaigns or specialized expertise. Agencies can provide broader reach and flexibility, but they may lack intimate knowledge of your company culture.
• Hybrid Approach: For smaller companies or those with limited budgets, hiring a PR consultant for specific projects can be a practical starting point. It’s a way to fill gaps without long-term commitments.

Evaluate your business size, budget, and campaign complexity to choose the structure that fits your needs.

Step 3: Hire the Right People

Once you know what your team structure will look like, it’s time to bring in the right talent. Start by identifying the skills and roles your team needs.

A good starting point is a PR specialist—someone skilled at media relations, crafting compelling stories, and monitoring your brand’s reputation.

Look for individuals who:

• Communicate clearly and persuasively.
• Write exceptionally well—whether it’s press releases or blog posts.
• Think creatively to develop fresh ideas and strategies.
• Stay calm and resourceful under pressure.

Diversity in skills is also important. If your team includes experts in areas like influencer marketing, social media, and content creation, you’ll have the flexibility to tackle a wide range of campaign.

Step 4: Foster Collaboration

A strong PR team thrives on collaboration. Set up clear structures for teamwork both within the PR department and across other areas of the business, like marketing or leadership.

Here’s how:

• Establish clear communication tools, such as shared project management platforms.
• Set expectations for regular updates and cross-departmental brainstorming sessions.
• Align all messaging across campaigns to maintain consistency with your brand’s voice and goals.

Step 5: Scale When the Time Is Right

As your business grows, your PR needs will too. Here are some signs it’s time to expand:

• Overwhelming Workload: If your current team is stretched too thin, bringing in additional talent ensures quality doesn’t suffer.
• Specialized Needs: For example, when launching an international campaign or handling SEO-heavy projects, hiring experts with niche skills can make all the difference.
• Global Reach: Outsourcing to agencies with experience in international markets can help you connect with global audiences effectively.

Scaling doesn’t always mean hiring more full-time staff. You can outsource specific tasks or work with freelancers to fill skill gaps.

How to Manage Your PR Team?

Once your PR team is in place, the next challenge is ensuring they’re set up for success. A well-managed PR team keeps your team aligned, motivated, and prepared to adapt to any challenge.

Here’s how to manage your team effectively:

Clarify Roles as Needs Evolve

While roles are initially defined during the team-building process, revisit them regularly to adapt to evolving campaigns or priorities.

Clear responsibilities prevent overlaps and ensure accountability as your team grows.

Set and Adjust Actionable Goals

Instead of simply setting broad team goals, break them into actionable, measurable objectives. For instance, aim for specific outcomes like securing 10 media placements in top-tier outlets or increasing brand sentiment by 15% over the next quarter.

Provide regular updates on progress to keep the team motivated and aware of their contribution to broader business objectives.

Encourage Proactive Problem-Solving

Effective PR management isn’t just about reacting to crises—it’s about anticipating them. Foster a culture where team members feel comfortable raising potential risks or offering solutions before issues arise.

For example, when a pricing decision sparks customer backlash online, PR teams act quickly to address concerns before it escalates into a full-blown crisis.

Prioritize Team Development

Even the most talented team needs ongoing growth. Provide opportunities for professional development, such as:

• Workshops on media relations, content creation, or crisis management.
• Networking events to build connections and stay informed about industry trends.
• Access to industry publications, webinars, or online courses for continuous learning.

Encourage team members to stay sharp by attending conferences, reading books, and learning new tools like SEO or video editing.

Streamline Collaboration

Managing a PR team means ensuring they work seamlessly together and with other departments. Use tools like shared editorial calendars or project management platforms to keep campaigns organized and transparent.

Encourage cross-departmental collaboration for major projects, like aligning with marketing during a product launch to maintain consistency in messaging across PR and advertising channels.

Foster Creativity and Ownership

Give your team the freedom to innovate and take ownership of their projects. Encourage brainstorming sessions for new campaign ideas and allow team members to lead initiatives that play to their strengths. This not only boosts morale but also helps generate fresh approaches to PR challenges.

Recognize Successes and Offer Feedback

Celebrate wins, whether it’s landing a major media feature or successfully handling a tough crisis. At the same time, provide constructive feedback to help the team continuously improve. A balanced approach keeps morale high and drives growth.

Monitor Performance and Adjust

Use metrics like media impressions, sentiment analysis, and campaign ROI to evaluate success. If something isn’t working, work with the team to identify gaps and adjust strategies.

Managing your PR team effectively ensures they’re empowered to do their best work. But how do you know if their efforts are truly paying off?

Let’s explore how to evaluate your PR team’s success, looking at key metrics and methods to measure their impact.

How to Evaluate the Success of Your PR Team?

Evaluating your PR team’s success starts with tracking the right metrics and using data to inform your next steps.

Key performance indicators (KPIs) like media mentions, social media engagement, website traffic, and conversion rates offer a clear picture of how well campaigns are performing. Tools like Google Analytics, social media dashboards, and media monitoring services can help you gather insights.

For instance, if your goal is increasing brand awareness, look for growth in media coverage and social impressions. If website traffic spikes after a campaign, it’s a good sign your messaging is resonating.

Use your analysis to adapt. If media coverage is falling short, refine your pitches or explore different outlets. Negative social sentiment? Deploy a crisis communication strategy to address concerns. Testing can also help fine-tune your approach—experiment with different calls to action or content angles to see what works best.

By combining data with strategic adjustments, you can ensure your PR efforts stay effective and aligned with your goals.

Wrapping It Up

By now, you’ve seen the ins and outs of what PR teams do, when you need one, and how to build and manage a great team.

The final step? Putting these insights into action.

Take the time to align your PR efforts with your bigger goals, measure what’s working (and what isn’t), and invest in a team that can grow with your business.

With a clear plan and the right people, your PR team can be one of your organization’s most valuable assets—ready to guide your brand through opportunities and challenges that come your way.