Proven Public Relations Tactics

TL;DR — PR strategy defines what a company wants to communicate and why; PR tactics are the tools that put that strategy into action.

• This guide breaks down seven proven PR tactics, from media pitching and newsjacking to executive thought leadership, stakeholder engagement, awards, and crisis communications.
• It also explains what makes a PR tactic effective, how to choose the right approach for your goals, and which metrics can help determine whether it’s actually working.

In an effort to make itself relevant again, Nike is using public relations on two levels: strategy and tactics.

Under new CEO Elliott Hill, the apparel giant launched Sport Offense, a turnaround plan that aims to put athletic performance back at the center of the brand.

That vision shapes Nike’s PR strategy, which determines how it presents itself to the world. But it takes concrete tactics to put that strategy into action. As a 2026 World Cup sponsor, Nike released a short film called “Rip the Script,” featuring Kylian Mbappé, Erling Haaland, and other stars. Meanwhile, Hill himself has done media interviews to make the case for the company’s new direction.

Nike’s approach highlights the importance of both strategy and tactics in public relations. A PR strategy defines what a company wants to communicate and why, while PR tactics deliver that message to the right people. Even a well-defined strategy can fall short if its tactics don’t connect with the intended audience.

That’s why companies and their leaders need a range of proven PR tactics they can deploy for different goals. Some focus on the organization or brand, while others put executives front and center.

A PR tactic must serve the strategy, not just the moment. In addition to generating buzz, it should reinforce the broader strategic narrative.

What Makes A PR Tactic Effective?

For companies, using PR tactics effectively is easier said than done. A few key factors separate tactics that earn coverage and trust from those that come off as noise.

First, a PR tactic must serve the strategy, not just the moment. In addition to generating buzz, it should reinforce the broader strategic narrative.

A PR tactic needs to reach its audience where they actually pay attention. A tactic aimed at consumers, such as a branded film or a product launch, works differently from one aimed at investors or media, like an executive interview or bylined op-ed. Picking the right channel matters as much as the message itself.

The best PR tactics also come with a built-in reason to cover them, often by tying the company to something newsworthy or timely. Nike’s World Cup sponsorship gave it exactly that hook for “Rip the Script.”

A PR tactic must be measurable, too. Without a way to gauge whether it worked, a company can’t tell a good bet from a lucky one.

PR tactics also benefit from a human face and voice. A CEO or other leader deeply invested in the company can bring authenticity and passion to its message. Executive thought leadership can ultimately shape how business audiences perceive the organization itself: seven out of 10 decision-makers say they’re very likely to think more positively about organizations that consistently produce high-quality thought leadership.

Public Relations Tactics That Actually Work

There’s a reason organizations keep coming back to the same PR tactics. Done right, they raise the profile of a business and its leaders, build trust with stakeholders, and even protect a company’s reputation. These seven tactics have stood the test of time.

Press releases and media pitching

Getting news in front of journalists remains one of the most fundamental PR tactics. A company can issue a press release for a major announcement, notable event, or product launch, then follow up with targeted media pitching to seek coverage from individual reporters.

That approach still works because two-thirds of journalists rely on PR-provided content, including press releases, pitches, and media kits, for story ideas, making PR the leading source of story leads.

The key is having something newsworthy to say and tailoring the pitch to journalists who cover the topic or industry. Even then, reporters respond to less than 5% of the pitches they get. You’re four times more likely to get a reply if you keep it short — under 150 words.

Airbnb used this playbook for its 2025 launch of Airbnb Services, revamped Experiences, and a redesigned app. After the company issued a detailed press release, executives spent three weeks visiting six cities, meeting with more than 600 members of the press, partners, policymakers, and hosts to amplify the kickoff locally.

Ryanair🤝Coldplay
splitting up couples https://t.co/UgwuK3X5Au

— Ryanair (@Ryanair) July 18, 2025

Newsjacking

Newsjacking involves inserting a company or executive into a news story that’s already attracting attention. To gain this real-time relevance, you have to find a credible tie-in and move fast enough to become part of the conversation while it’s still happening.

Ryanair pulled that off during the Coldplay “kiss cam” scandal. When the video of two Astronomer executives embracing at a concert went viral in 2025, the discount airline reposted it with the line “Ryanair 🤝 Coldplay, splitting up couples” — a tongue-in-cheek quip about the concert incident and the airline’s own irksome seating policies.

Community and stakeholder engagement

Engaging directly with communities and stakeholders has a long history, but in a world where backlash can quickly gain momentum online, it’s becoming an increasingly important way for companies and their leaders to address concerns directly. That’s especially true in industries that invite criticism for their negative social and environmental impact.

Here, the most important thing is to avoid coming off as cynical or opportunistic. Whether it’s through community partnerships or stakeholder consultations, companies and executives who decide to engage must show a willingness to listen and genuine concern.

Microsoft president Brad Smith has emphasized the importance of earning local trust as the tech titan expands its data-center footprint. With communities raising concerns about higher power prices, water use, and pollution, Smith said businesses need to tackle those issues rather than simply expect local support.

For the launch of the Ray-Ban Display glasses, Meta sponsored an unboxing video by a prominent influencer. Credit: YouTube.

Analyst and influencer relations

For any company that wants to raise its profile, building relationships with analysts and industry influencers can be a powerful approach. Credible analysts shape how investors, buyers, and other industry decision-makers understand a company and its market, while respected influencers can help amplify its expertise and point of view.}

The key is to build relationships before you need them. Companies can brief analysts on new products or market developments, offer executives as expert sources, and give influencers access to people or information that adds value to their content.

Meta used both industry influencers and analysts to create buzz around its 2025 launch of Ray-Ban Display glasses. Tech content creator Unbox Therapy published an unboxing video sponsored by the company. And at the launch, a Forrester research director weighed in on the product’s potential.

Award and ranking submissions

Putting a business and its leaders forward for industry awards and rankings is a tried-and-tested PR tactic.

When going this route, it’s important to identify credible competitions with a strong reputation in their industry or the wider business world. For example, Fast Company’s Most Innovative Companies list accepts applications from organizations across industries, giving winners a chance to gain recognition from audiences outside their sector.

A win or high ranking can provide third-party validation, generate media opportunities, and give them something meaningful to share with customers, investors, and other stakeholders. The strongest submissions align with the company’s broader goals and make a compelling case for why the organization or executive deserves recognition.

Nike CEO Elliott Hill has given media interviews to explain the apparel giant’s renewed focus on sport. Credit: Nike.

Executive thought leadership

Companies shouldn’t overlook executive thought leadership as a PR tactic. Essentially, it’s the practice of using a leader’s expertise, experience, and distinctive point of view to build credibility and establish authority in a particular field.

Executive thought leadership can take many forms, from contributed articles and op-eds to public speeches and social media posts. LinkedIn is particularly useful for executives, helping them connect directly with a business audience.

A strong social media presence is a cornerstone of executive visibility, helping leaders build recognition between media interviews and public appearances. Spokesperson development can reinforce that visibility by preparing executives to deliver clear, compelling messages when the media spotlight turns their way or they step onto an event stage. Together, these tactics help leaders build a recognizable voice that extends beyond any single appearance.

Nike’s Elliott Hill illustrates how executive visibility can reinforce a wider corporate narrative. His interviews explaining the company’s renewed focus on sport give a human voice to the strategy behind its campaigns.

Crisis communications preparation

Besides using PR tactics to promote themselves, companies need to be ready if a crisis draws unwanted attention. Crisis communications preparation means anticipating potential problems and developing the messaging, spokespeople, and response plans needed for a swift, effective response.

Before an American Airlines flight crashed near Washington, DC, in 2025, the carrier had spent years rehearsing crisis scenarios. Within hours of the accident, American issued verified updates, activated its Customer Assistance Relief Effort (CARE) Team, and had CEO Robert Isom address the public.

How To Choose The Right Tactics For Your Situation

The right PR tactic depends on what you’re trying to accomplish, how much time you have, and the resources available to you.

If you want media coverage, pitching or newsjacking may make sense. To build an executive’s authority, thought leadership is a better fit. Awards and analyst relations can provide third-party validation, while community engagement can help build trust with key stakeholders.

For companies just getting started, some of the easiest places to begin are executive thought leadership and awards submissions. Building a presence on LinkedIn, developing bylined content, or putting a leader forward for relevant industry recognition can create visibility and credibility without requiring a major campaign.

As your goals become more ambitious, you can layer in tactics that require more coordination or a faster response. Higher-touch efforts like media pitching and newsjacking require more cycles from a PR team. But the payoff, while not guaranteed, can be significant.

How To Measure PR Effectiveness

Measuring the effectiveness of PR tactics starts with defining what success looks like. A campaign designed to raise awareness will require different metrics from one focused on generating leads or strengthening an executive’s reputation.

Useful PR metrics include:

• Media coverage: Track the number, relevance, and reach of media placements, as well as share of voice.
• Audience engagement: Monitor website traffic, social impressions, engagement, followers, and other signs that people are paying attention.
• Reputation and influence: Look for changes in sentiment, brand mentions, speaking invitations, and other qualitative signals of growing credibility.
• Business outcomes: Where possible, connect PR activity to leads, conversions, sales, or other business results.

No single metric tells the whole story. Raw impressions or coverage volume can also be misleading if the tactic reaches the wrong audience or fails to advance the underlying PR goal. Comparing results against benchmarks and tracking trends over time can reveal what’s working and help refine the strategy.

Putting PR Tactics To Work

For companies and leaders looking to raise their profile and strengthen their reputation, the right PR tactics can turn a broader strategy into real visibility and credibility. The right thought leadership partner can help executives identify the stories, ideas, and opportunities most likely to resonate with the audiences they want to reach. To learn more about building executive visibility through thought leadership, read this.

FAQ

What are the 7 Cs of public relations?

The 7 Cs are commonly described as clarity, credibility, consistency, content, context, continuity, and channels. Together, they emphasize communicating a clear, trustworthy message, adapting it to the audience and situation, and reinforcing it consistently through the right channels.

What are the seven types of public relations?

There’s no single official list, but common types of PR include media relations, investor relations, internal communications, community relations, government or public affairs, crisis communications, and executive communications. Companies typically use several of these at once depending on their audiences and goals.

What are the best PR strategies?

The best PR strategies start with a clear business goal and audience, then build a consistent narrative around them. Effective approaches can include earning media coverage, developing executive thought leadership, engaging key stakeholders, responding to timely news, conducting original research, and preparing for potential crises. The right mix depends on what the organization is trying to achieve.