When investors, partners, and clients are deciding who to trust, one thing matters: credibility. And in a noisy, competitive market, credibility isn’t claimed — it’s earned. That’s where strategic public relations comes in.
PR isn’t just about getting your name in the press. It’s about shaping perception, building authority, and creating long-term brand value that drives growth. When done well, it delivers real business impact — in ways traditional paid media can’t match.
Here are four essential questions every founder or growth-stage leader should be asking about PR:
1. How does PR actually drive leads and sales?
People buy from brands they trust. In complex or high-ticket B2B environments, trust is often the biggest obstacle in the sales process. A strong media presence acts as a trust accelerator. It shortens sales cycles, raises perceived value, and boosts close rates — all by providing third-party validation at the right moment. One well-placed article in a respected outlet can outperform an entire paid campaign by doing what ads often can’t: establishing legitimacy.
2. What makes earned media more valuable than paid ads?
Ads are rented attention — once the spend stops, so does the exposure. Earned media, on the other hand, becomes a long-term asset. A credible feature or expert quote can be repurposed across investor decks, sales collateral, email campaigns, and social content. It reinforces your narrative without additional spending. In this way, PR creates compounding visibility — delivering value long after the initial placement.
3. How do you measure the ROI of PR?
The true value of PR lies in its ability to influence perception and support business outcomes. At Kafka Media Group, we use a methodology called Soft Analytics™ — a blend of quantitative data and qualitative insight designed to surface key signals like conversion assist, brand lift, and credibility indicators investors actually care about. It’s about tying PR to real business movements, not just media hits.
4. Why should PR be a permanent part of your growth strategy?
Because credibility compounds. Founders who treat PR as an ongoing investment — not a one-time push — reap the benefits over time. As your company grows, so does the value of your media footprint. Investors, acquirers, and clients don’t just see what you’re doing now — they see a consistent track record of trust, relevance, and influence.
The bottom line: PR isn’t about vanity — it’s about velocity. It doesn’t just get you noticed; it gets you taken seriously, especially at critical moments like fundraising, product launches, or market expansion.
Dion Rincon is the Director of Finance at Kafka Media Group and his favorite movie is Wolf of Wall Street.