Public Relations: The Mortar That Binds Us — 10 Things Every Leader Should Know on World PR Day

By Marc C. Whitt

Today (July 16th), on World PR Day, we pause to recognize and celebrate a profession that too often works behind the scenes— but whose impact is front and center in every successful organization. Public relations is far more than a press release or media interview. It is the steady, strategic force that connects the dots, builds trust, and shapes reputation.

As one elementary school student once said when asked to define salt, “It’s something you don’t know is there unless it’s gone.” PR is much the same way.

So to our colleagues in the C-suite, nonprofit boardrooms, and executive leadership teams: Here are 10 things you should know about PR’s critical role in your organization—and why PR not only deserves a seat at the table, but active engagement at every step of the journey.

1. PR Is a Strategic Partner, Not Just a Tactical Function

Too often, PR is brought in at the end—asked to “spread the word” or “get this in the news.” But real public relations begins upstream. When PR professionals are included in strategic planning, they help shape the story before it’s even told—and ensure every move aligns with the organization’s mission, values, and reputation.

2. We’re Experts in Issues Management

Every organization faces challenges—some anticipated, others unexpected. PR is your frontline for identifying potential risks, managing crises, and navigating reputational landmines. We help you prepare, respond, and recover with transparency, accountability, and empathy.

3. We Build Relationships That Matter

Public relations is, at its core, about relationships. Whether it’s cultivating donors, informing stakeholders and the media, motivating employees, or engaging community partners, we build and nurture the trust that keeps your organization standing strong in good times and bad.

4. We Shape and Share Your Message with Precision

Messaging isn’t about snappy taglines—it’s about clarity, consistency, and connection. PR professionals craft strategic messaging that resonates with both the general public and your specific audiences. We ensure your voice is authentic, unified, and impactful.

5. Media Relations Is Just One Piece of the Puzzle

Yes, we pitch stories, write op-eds, and coordinate interviews. But don’t reduce PR to just media outreach. We’re also your communication strategists, brand stewards, digital content creators, and audience analysts. We connect across platforms, channels, and communities.

6. We Create Meaningful Internal Communication

Great organizations don’t just communicate outwardly—they lead from the inside out. PR ensures your internal audiences—your employees, volunteers, and stakeholders—are informed, inspired, and included. We build a culture of transparency and trust.

7. We Bring a Unique Perspective to the Table

PR professionals often see the big picture and the tiny details all at once. We think like journalists, strategists, and audience advocates. Including PR in your leadership discussions brings a holistic view that’s often missing—one that sees around corners and listens to the voices that matter.

8. We’re Your Networkers and Connectors

Need a partner for a community event? A nonprofit collaborator? A public affairs ally? Your PR team likely already has the relationships—or knows how to build them. We open doors, make connections, and help expand your network and influence.

9. We Tell Your Story Better Than Anyone Else

Every organization has a story. We help you tell it with heart, credibility, and strategy. Whether it’s through video, social media, speeches, campaigns, or events, we ensure your story doesn’t just inform—it inspires.

10. We’re the Mortar That Binds the Organization

We may not always be visible. We may not always be loud. But PR is often what holds the organization together—like mortar between bricks. When done well, it makes everything run more smoothly. When missing, the cracks begin to show.

So today, on World PR Day, let’s celebrate the communicators, the counselors, the brand champions, and reputation protectors. Let’s remember that PR isn’t optional—it’s essential.

To my colleagues in public relations: thank you for making a difference every single day. Whether you work in the public or private sector, in higher education, healthcare, nonprofits, agencies, or government—your work matters.

Congratulations and best wishes on World PR Day! Keep showing the world what PR truly means.