By Jen Carmichael | Red Rock Branding – Your Purpose Driven Agency

At a time when companies are creating their own content daily — on social media, YouTube, and blogs — it’s fair to ask: Is public relations still relevant? 

After all, if you control the message, the platform, and the timing, why invest in traditional PR strategies, such as media outreach, op-eds, or community engagement?

But in 2025, PR isn’t just relevant — it’s indispensable. Here’s why:

The Power of the Third-Party Endorsement

When a company discusses its own products or achievements, it’s expected. But when someone else — a respected journalist, a trusted publication, or an industry leader — chooses to highlight your story, that’s when credibility kicks in.

Third-party validation builds trust. And while your owned content might get good views, a well-placed story can drive influence and long-term visibility in ways no in-house video or reel ever could.

Take our client, Matelex, for example. When Tops Markets installed Matelex’s automatic leak detection technology in some of its commercial refrigeration units, we saw the news value immediately. That judgment was validated when Progressive Grocer chose to cover the story — providing industry-wide recognition.

Thought Leadership Cuts Through the Noise

In a content-saturated world, expertise rises to the top.

PR offers a platform for your executives and specialists to share insights — through opinion pieces, bylined articles, and letters to the editor — to showcase real expertise. These aren’t just self-promotional; they make meaningful contributions to conversations that matter. When a third-party gatekeeper deems them worthy of space, it signals authority and trustworthiness.

That was the case again for Red Rock’s client Matelex when HVACR Business Magazine invited company leadership to author a bylined article on how businesses can comply with the EPA’s AIM Act Rule. This regulation requires the phasedown of hydrofluorocarbons (HFCs), potent greenhouse gases used in commercial refrigeration. This timely piece positioned Matelex as both a subject-matter expert and a forward-thinking partner in environmental compliance.

But thought leadership in 2025 isn’t limited to the written word. Podcasts, webinars, and broadcast segments are equally influential. These platforms enable you to speak directly to your audience, showcase your personality, and build trust through tone, not just text.

Whether it’s an interview on a local news station or a niche industry podcast, these appearances live on as valuable content that companies can share across their digital channels.

For example, when Red Rock helped launch Mindmap 2.0, a statewide campaign in Connecticut focused on raising awareness about the early identification and treatment of psychosis, NPR interviewed Dr. Vinod Srihari, founder of the STEP (Specialized Treatment Early in Psychosis) Learning Collaborative, which operates Mindmap 2.0. This radio segment brought the campaign’s message to an engaged and desirable audience.

Don’t Overlook Relationships

While external media attention is exciting, internal alignment is just as important.

One of PR’s most overlooked roles is ensuring your own people — across departments — are informed and inspired by what the company is doing. Some of your most powerful storytellers are already inside the building.

If a campaign or announcement is exciting enough for the public, it should be just as energizing for your team. From accounting to HR, every employee is a potential brand ambassador — but only if they understand what’s happening and why it matters. It’s important to feature your news in internal company newsletters or hold a presentation about your new campaign or launch solely for your employees.

The same applies externally. Strategic partnerships can amplify your reach. Whether it’s co-developing a pitch or identifying new spokespeople, collaboration brings new energy and credibility.

With Mindmap 2.0, for example, we worked closely with Local Mental Health Authorities, funded by Connecticut’s Department of Mental Health and Addiction Services (DMHAS), to appear on television and radio segments alongside Mindmap’s spokespeople. These trusted and respected professionals helped explain the urgency of early intervention for psychosis. Through these partnerships, we also connected with local police departments and town officials, further grounding the campaign in the community and expanding its reach.

Community Relations Still Matter — Maybe More Than Ever

We’re all glued to our screens — but people still crave connection.

Face-to-face engagement through community events, public library talks, nonprofit partnerships, or local panels creates lasting impressions and fosters goodwill in ways that social media campaigns can’t replicate.

Each year, another Red Rock client, APT Foundation, participates in an International Overdose Awareness Day event on the New Haven Green. It’s an opportunity to stand alongside like-minded organizations, support the community, and share resources. And often, these events garner coverage on the local news.

The Ripple Effect of PR

Companies are louder than ever on their own channels. But the role of public relations isn’t to compete with that — it’s to enhance it, legitimize it, and extend it.

That third-party validation, thought leadership, internal alignment, and community presence — these aren’t just brand-building tactics. They’re the foundation of a credible reputation.

Every media placement, podcast interview, or community partnership creates a ripple effect — leading new audiences back to your company’s owned content, your story, and your mission.

And once they’re there?

They might follow, subscribe, share, or comment on all the great work you’re doing.

Want to explore how PR can elevate your marketing strategy?

Book a free one-on-one discovery call with Red Rock‘s Founder & CEO, Glen.