Not every leader is a good communicator.
They might be great at parsing contracts or using spreadsheets to attract sponsors, but they don't understand the value of clear, concise communication. That means communicating within their organization or externally, with audiences and the media.
Lack of communication anywhere is a problem. And that's where PR comes in.
PR prioritizes consistency
Public relations specialists do more than write news releases and pitch stories. We help map plans for every book, ball or business we represent. We complement marketing and paid advertising instead of competing with them. We make sure publicity events align with PR goals.
We also help leaders communicate better within their organizations. Why? Lose your team’s attention and you lose influence. Lose their respect and that loss seeps beyond business walls.
You don't have to look far for examples. Sports are full of leaders who dodge interviews and avoid tough questions. The result is everyone else telling their story. Every one of those decisions sends a message.
Coach your leaders
Organizations, regardless of size, are prioritizing leaders who can make decisions quickly and explain them simply. Here’s how to be sure your messages stick with people who need to know them:
Schedule time with your PR specialist every day or at least every couple of days.
Your PR agent is likely tracking your message’s influence already, so ask what they’re seeing and hearing.
Decide what belongs in internal communication and what will help build your public image outside your base. Leave jargon and gibberish at the door.
Rehearse one- or two-sentence answers to anticipated questions, including follow-ups. Don't go machine-speak. People respond to conversations, not speeches.
Prepare, don’t pass on opportunities
One of the biggest misconceptions about PR is that we’re evil gatekeepers. The best of us don't exist to keep leaders away from microphones. We exist to make sure they're ready when they show up.
PR SIDEeffect – Declining to speak or muddying the message is still communication. It just lets someone else write your story.
©2026 Gail Sideman; gpublicity.com; SIDEbar
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