An Introduction to PR

How Dove and KFC Got It Right (and Pepsi and United Airlines Didn’t)

Public relations (PR) is one of those marketing-related disciplines that’s easy to misunderstand. For some, it conjures up images of celebrity publicists frantically dodging paparazzi. For others, it’s about writing press releases or organising events. But at its core, PR is about managing reputation; shaping how a brand, organisation, or individual is perceived by the public.

For marketers, understanding PR is essential. Advertising might buy attention, but PR earns it. In an age of distrust in traditional media, fake news, and constant scrutiny online, skilful PR can be the difference between a respected brand and one under fire.

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A Brief History of PR

To understand modern PR, it helps to know where it began.

Ivy Lee (early 1900s)

Often called the “father of modern PR,” Lee believed organisations should be transparent with the press. His “Declaration of Principles” in 1906 argued that PR should be about facts, not spin.

He worked with companies like the Pennsylvania Railroad to communicate openly during crises.

Edward Bernays (1920s-30s)

A nephew of Sigmund Freud, Bernays added a psychological dimension. He viewed PR as a way to shape public opinion by tapping into human desires and emotions.

Famously, he ran a campaign encouraging women to smoke “torches of freedom” to associate cigarettes with female empowerment.

Clever, but ethically questionable.

Both figures highlight a tension that still defines PR: balancing truth-telling with persuasion.

PR vs Marketing: Where They Overlap

PR and marketing often work hand in hand, but they aren’t identical.

  • Marketing – is about driving sales and market share.

  • PR – is about building reputation and trust.

In practice, the two functions increasingly blur. A great PR campaign can fuel sales. A poorly executed marketing campaign can create a PR disaster.

Smart marketers treat PR not as a bolt-on, but as a core part of the mix.

The Evolution of PR

Traditional PR was once all about media relations; getting coverage in newspapers, magazines, TV and radio. But today’s PR toolbox is far broader:

  • Digital PR – Creating shareable online stories that earn backlinks and improve SEO rankings.

  • Influencer relations – Working with bloggers, YouTubers, and TikTok creators to amplify brand messages.

  • Crisis communications – Managing reputational threats in real time, especially across social platforms.

  • Brand activism – Taking stances on social or environmental issues (though brands risk accusations of opportunism if insincere).

  • Owned media – Company blogs, podcasts, and newsletters now play a role in PR by controlling the narrative directly.

Case Studies: When PR Worked

Dove’s Real Beauty Campaign

Dove reframed the conversation on beauty by challenging unrealistic standards. By championing authenticity, the brand earned huge media coverage, strengthened trust, and boosted sales.

It’s a reminder that PR done well builds emotional connection, not just awareness.

KFC’s “FCK” Apology

When KFC ran out of chicken in the UK in 2018, it was a clear crisis. This could have crippled KFC’s image, instead, they ran a cheeky ad showing their logo rearranged to spell “FCK” on an empty bucket. It was honest, funny, and disarming – turning a potential PR disaster into a masterclass in self-awareness.

Case Studies: When PR Backfired

Pepsi’s Kendall Jenner Ad

This campaign was so bad, and so high-profile that it just keeps coming up as an all round catastrophe.

But if you’re new to Marketing Made clear; in 2017, Pepsi released an ad showing Kendall Jenner diffusing a protest by handing a policeman a Pepsi. Critics accused the brand of trivialising social justice movements. What was meant to look inclusive felt tone-deaf and opportunistic, a clear example of failing to read the public mood.

United Airlines Passenger Dragging Scandal

In 2017, United Airlines forcibly removed a paying passenger from an overbooked flight. Videos went viral, and the CEO’s initial PR response came across as cold and defensive.

The incident damaged trust for years, showing how a poor crisis comms strategy can intensify the damage.

Lessons for Marketers

So, what should marketers take away from these examples?

  • PR is about trust. Lose it, and no ad spend can buy it back.

  • Be transparent. In the digital age, spin is quickly exposed.

  • Act fast in crises. Silence or denial rarely work – honesty and accountability do.

  • Think audience-first. What feels clever internally might come across as tone-deaf externally.

  • Integrate PR with marketing. Don’t silo it – strong campaigns use PR to amplify marketing and vice versa.

The Future of PR

The future of PR lies in agility and authenticity. Audiences are savvier, sceptical of spin, and empowered to call brands out publicly. Social media has democratised influence – one viral TikTok can have more impact than a front-page story.

For marketers, this means embracing PR as a strategic discipline. It’s not just about generating headlines, but about building resilient brands that can withstand scrutiny, stand for something meaningful, and communicate with clarity.

As Philip Kotler has long emphasised, marketing is about creating value for customers. PR extends that by ensuring that value is understood, trusted, and shared. Or to borrow a phrase from George Orwell:

in a world of doublespeak, clear and honest communication is revolutionary.

TL;DR

PR is the art of managing reputation – from Ivy Lee’s early press principles to today’s digital-first landscape. For marketers, it’s essential to understand how PR builds trust, shapes perception, and supports brand value. Done well, it creates iconic campaigns (like Dove and KFC). Done badly, it creates disasters (like Pepsi and United Airlines). The lesson is clear: treat PR as a core part of marketing, prioritise transparency, and never underestimate the power of public opinion.