Practicum Strategy

Too often, public relations work lacks strategy. People churn out posts and press releases. Occasionally they land. Often, they just add noise. That’s why journalists mock misguided pitches.

We need a clearer focus on audiences, purpose, and especially, outcomes. That’s the job: creating outcomes, which in large measure depends on persuasion.

We persuade people to buy, invest, enroll, vote, attend, donate or change their minds. Whether overtly or subliminally, PR is linked to selling. Some PR practitioners may flinch at that idea, but like it or not, we work in an attention economy, and attention has value.

Simply getting a story “out there” isn’t enough. Clients need results, which start with perception. To shift perception, we need a marketing mindset.

Retail Roots

One of my first jobs was designing department store displays. The goal wasn’t just to make things look good; it was to sell. Managers drilled that in: “No sales, no jobs…for all of us.” So, I worked with merchandise staff to create an environment to showcase top-selling products, promote the slow movers and create excitement in our store.

That lesson stuck. I still use that approach. Confession: I’m not a natural salesman, but I am a persuader.

PR isn’t journalism. We don’t have to “show both sides.” We’re not broadcasting or merely an information delivery system. Our work is about promoting a product, service, an idea or a way of life. We educate, support, amplify or defend. We create understanding and influence perception to drive actions by our audiences. That’s persuasion. Sounds a lot like marketing.

Some PR pros view marketing as tainted by advertising, but that’s shortsighted. Our work overlaps. Both disciplines aim to spark a response.

We seek action, and that can be monetary or emotional. Think purchases and donations but also votes and volunteers. Transactions can be of money, time or belief. Facts help. So do logic and emotion. The best messaging uses all three.

What Counts as Conversion?

In marketing, getting someone to act is called “conversion”. Conversion isn’t just about sales. It’s about decisions. Change. Movement.

In nonprofits, it might be volunteering. In politics, it’s turning out the vote. In education, it’s applications and enrollment. In healthcare, it’s treatment adoption. All are outcomes. All are measurable, and all begin with persuasion.

PR sets the stage. It shapes how people view brands, institutions, leaders. It builds trust. It motivates. It doesn’t always close the deal, but it starts the process by creating an environment of information and emotion.

Our work has real impact. Strong reputations boost value, drive loyalty, and soften crisis fallout. Trusted brands retain customers and attract new ones with less effort. That’s ROI. It’s not just about profit. It’s about purpose.

The Bottom Line

PR must embrace persuasion and conversion. That’s the job. We aren’t neutral narrators. We influence. We motivate. We change minds. Done well, our efforts drive action and deliver value for clients, causes and communities.

Get strategic. Start today. Contact me. I can help.   

© 2025 Robert Hornsby, Founder, Practicum Strategy

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