What is Public Relations?
Insights from pros who make magic happen
I’ve spent the last 12 years navigating the dynamic world of PR and Communications—a career journey that started in-house, moving to the agency-side, then veering into freelancing, starting a boutique agency with a partner, and my most recent venture: Bassil & co. Despite my best efforts to explain what I actually do, family and friends often glaze over with a ‘still no clue, but totally support you!’ look and I get it. PR can feel like a magical art form unless you’re in the thick of it.
The same goes for many brands and founders I meet—they’re brilliant at conceptualizing and creating, but getting their genius noticed? That’s where PR pros step in. Picking the right partner in a sea of agencies, freelancers, and self-proclaimed communications specialists can be exhausting. But here’s the secret: it’s all about finding someone whose energy clicks with yours—someone hungry, open-minded, and willing to act quickly yet thoughtfully, someone to amplify your brand in a way that feels as authentic as it is effective.
I’ve tapped into my network of exceptional publicists to share their personal take on What is Public Relations? in a digestible way. I hope this can inspire future generations of publicists and communication experts and act as a tool for seasoned specialists to reflect on. In this industry, your network truly is your net worth so I am thrilled to spotlight some of the amazing professionals I work with on the regular.
Jenn Pavelchak, Managing Director of MP-IMC. I met Jenn during our time at Jennifer Bett Communications— she has 20+ years under her belt working with brands across beauty, fashion, wellness, CPG, home, health, celeb/VIP, non-profit, you name it. She’s a true PR veteran—an OG in the field—I can always count on her for candid, no-nonsense feedback. She has a knack for diving deep into the details and transforming ordinary narratives into unexpected stories—where the magic of standout press placements truly lies.
I asked Jenn, in the most digestible way, how do you describe: What Is Public Relations? “Ways to optimize your brand voice and positioning through strategic, social and editorial channels, inspiring awareness, credibility, adoption and loyalty.”
Morgan Kilmer, Founder of Kilmer Communications is a longterm collaborator and one of the most dedicated publicists I know. We first crossed paths at Agentry PR where she started her career as an intern and with obvious drive and talent, quickly propelled her to new ventures from joining me at JBC and working with me at b.good PR. Morgan’s commitment and work ethic are unparalleled—she consistently goes above and beyond to ensure clients receive exceptional attention and breakthrough results. Now based in Kansas City, Morgan runs her own firm, partnering with brands across wellness, lifestyle, CPG, home, and health.
I asked Morgan, in the most digestible way, how do you describe: What Is Public Relations? “Unlike other marketing avenues, PR operates through strategy and personal relationships, rather than data, to connect clients/brands to the right people (oftentimes journalists, tastemakers, celebs) to help share their story with the public.”
Delaney Vetter, Founder of Vetter Communications is one of the best in the CPG space—and if you’re a brand in this category, you need her in your corner. She cheers for her clients like she’s the founder herself, bringing unmatched energy and passion to every partnership. She’s my go-to for discovering the coolest snack brands or finding that perfect offbeat gift, always ready to swap ideas and dive into a brainstorm. Her dedication is palpable, and I am obsessed with her Instagram haul recaps highlighting new, fun snacks to know about. Delaney is based in Brooklyn and works with brands in the CPG, Culinary and Home space.
I asked Delaney in the most digestible way, how do you describe: What Is Public Relations? “These days I feel like everyone has their own definition of what PR means, especially since media is changing so quickly. For me, PR is all about building brand awareness, reputation and relationship building with media and other tastemakers to grow brand affinity. It's about sharing brand's story(ies), important messages and more-what changes are the tools and methods we use to do that!”
