Communications Strategy vs PR: Don't Get It Backwards

I have a confession to make. I always say founders are so close to their work that they find it hard to tell their story. Well, that includes me. When someone asks what I do, I find it hard to explain because I do a lot. The answer truly depends on the client.

Sometimes, I write messaging for a company that has never put its story on paper. Other times, I help a founder reconfigure their pitch deck or prepare for an upcoming speech. Occasionally, I sit in a strategy meeting with a leadership team, helping them find the common thread in what each of them believes their company does. So when someone asks what I do, I say, “It really depends on who I am working with.”

While the work is always different, the underlying problem is typically the same: the story is not clear. Until it is, nothing else works as it should.

The Role of a Communications Leader

Brainstorming session

I am a communications leader who works on a project basis. Some of that can be fractional, meaning I collaborate with organizations that need senior communications leadership without a full-time hire. This flexibility allows me to adapt to various needs and provide tailored support.

Understanding the Importance of Clarity

The clarity of your story is crucial. If your message is muddled, it can lead to confusion both internally and externally. I often encounter leaders who have a great plan but fail to consider how it will resonate with their audience. This oversight can lead to missed opportunities and ineffective communication.

Communications Strategy vs. PR & Marketing

They Are Not the Same Thing

Many people use the terms communications strategy, PR, and marketing interchangeably. However, this confusion can cost organizations money.

Public Relations (PR) manages how your organization is perceived by the media and the public. A good PR firm secures coverage, manages your reputation, and helps you respond when things go sideways. It’s built around relationships with journalists and media outlets. While I have experience in PR and can offer credible insights into choosing the right partner, it’s not my primary focus.

Marketing is about driving awareness and revenue. It reaches your audience, moves them toward a decision, and keeps them engaged. Effective marketing converts interest into action. I have run a marketing team and understand how strong messaging improves marketing strategy. However, that is also not my main role.

Communications strategy is the foundation for both. It answers critical questions: What does your organization stand for? What makes it different from competitors? Who are the key audiences, and what do they need to hear? Where do we reach them, and what do we say?

If you cannot answer these questions clearly, your PR pitches will miss the mark. Your marketing will attract the wrong people and confuse the right ones. You may invest in both and wonder what went wrong.

The Part Most Organizations Get Wrong

I’ve seen it repeatedly. Leaders build the strategy first, hire a PR firm or marketing agency to execute it, and then bring in someone like me when the messaging is not landing. By that point, the problem is harder to fix because the plan is already in motion.

Communications strategy needs to be the building block. The person who understands how your story lands with the outside world must be in the room when inside decisions are made. I’ll be honest; I may annoy you. I’m going to ask the uncomfortable questions you may not want to answer. It’s the only way to ensure the message is true, clear, and built to reach the right people.

I have sat in rooms where a leadership team had a smart plan that made complete sense internally. However, no one stopped to ask how it would sound to people outside the room. Sometimes the answer is fine, which to me is not good enough. Other times, that question highlights a problem in the strategy itself, not just the language around it. You have to ask the hard questions first.

Before You Hire a PR Firm or Marketing Agency

Try answering these five questions as clearly as you can:

1. What does your organization do?

2. What makes you different from your closest competitor?

3. Who are the two or three audiences you are most trying to reach?

4. What does each audience need to believe to trust you?

5. Where do those audiences actually go to get information?

   
   

If those answers are not clear, clean, and consistent across your leadership team, communications strategy is the right first investment. PR and marketing will perform at a higher level once you have it.

Frequently Asked Questions

What is the difference between PR and communications strategy?

PR manages your reputation and media relationships. Communications strategy defines the story that makes PR worth pitching. They work together, but they are not the same discipline. A PR firm needs a clear story to tell. Without one, coverage is harder to get and sustain.

Do I need a communications strategist before I hire a PR agency?

If you cannot clearly and consistently explain what your organization does, who it serves, and what makes it different, then yes. A PR agency will do their best work when they have a sharp, honest story to tell. Without that foundation, you are paying for effort that cannot perform at full capacity.

What does a Fractional CCO actually do?

A Fractional CCO brings senior communications leadership to an organization without the full-time hire. The work includes defining messaging and narrative, aligning leadership communication, supporting major announcements, and ensuring communications strategy is part of how decisions get made rather than a response to them once they already are.

Why is my marketing not working even though I am investing in it?

Usually, the story underneath it is not clear. Marketing amplifies a message. If the message is not right, amplifying it creates more confusion, not more growth. The fix is almost never more marketing spend. It is about getting clear on what you are actually saying and why the people you want to reach should care.

When does a company actually need outside communications help?

Earlier than most leaders think. The clearest signs are that your team describes what you do differently depending on who is talking. Your materials no longer reflect where the company actually is. You are preparing for a significant moment like a fundraise or a launch, or something is not landing, and you cannot figure out why.

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The Importance of Storytelling in Leadership

In today’s fast-paced world, effective storytelling is essential for leaders. It’s not just about sharing information; it’s about creating a connection. When leaders tell their stories well, they inspire trust and loyalty. They engage their teams and stakeholders, making everyone feel part of a larger mission.

Building a Strong Narrative

A strong narrative is built on authenticity. It reflects the core values and beliefs of the organization. When leaders are clear about what they stand for, it resonates with their audience. This connection fosters a sense of belonging and commitment.

The Role of Feedback in Refining Your Message

Feedback is crucial in refining your message. It helps identify areas of confusion and highlights what resonates with your audience. Regularly seeking input from your team and stakeholders can lead to a more robust communication strategy. It ensures that your story remains relevant and impactful.

Conclusion: The Path to Clear Communication

In conclusion, clear communication is the foundation for successful leadership. By investing in a solid communications strategy, you set the stage for effective PR and marketing. Remember, the story you tell matters. It shapes perceptions and influences decisions. So, take the time to clarify your message. The results will speak for themselves.

About the Author

Kim Fischer is a strategic communications consultant and Fractional CCO with 16 years of experience in journalism and nearly a decade working with founders, executives, and leadership teams. She helps leaders understand how to talk about what they do, whether that means writing messaging, sharpening a pitch deck, or finding the story that was buried in the one they already had. She is based in Dallas-Fort Worth and works with clients across the country.