Public Relations vs Communications: The False Divide Holding You Back
Welcome to the public relations vs. communications debate, which is largely focused on external vs. internal audience strategy.
In 1952, Cutlip and Center defined Public Relations (PR) as "the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends."
Over seven decades later, PR is still essential to building positive relationships with audiences and stakeholders through strategic engagement and branding. Moreover, the exponential growth of technological advancements birthed Digital PR, which is the perfect intersection between marketing and traditional public relations. Alternatively, communications is a broader field encompassing various disciplines to convey messages, like advertising, email marketing, or public speaking. In the communications vs public relations argument, all PR activities involve communication; not all communications activities are PR.
We've Been Asking the Wrong Question
The Avaans Media article "What's the Difference Between Public Relations & Communications?" makes excellent points about nonverbal communication, blurred industry lines, and the necessity of strategy. However, even leading agencies miss the point: all strategic communication starts with self-awareness.
Let me put it this way: let's say a brand is in crisis (no judgment—it happens). Would you trust a shaky CXO explaining the details of an impending lawsuit? It doesn't matter how good your lawyers are; your consumers, investors, or business partners will not trust a leader who does not trust themselves.
What if the real difference between public relations and communications isn't a matter of definitions or organizational objectives but a reflection of how well we understand ourselves?
The Trust Deficit: PR Has a Credibility Problem—Communications Does Not
People trust people more than they trust brands. Disingenuous public relations and corporate communications initiatives sound like brands blowing smoke. It’s why expert-led and authentic communications consulting services are paramount to growth. Moreover, given the rise of AI and questionable news sources, people are more skeptical than ever.
PR has a reputation problem—92% of people believe PR professionals hide the truth, writes PRWeek. This uncomfortably high number is not surprising. People aren't stupid; most communication is nonverbal. They sense when something feels inauthentic, or the vibe is off.
Brand public relations initiatives often go wrong when they focus so much on external messaging that they neglect internal alignment. But audiences reward transparency, not just a polished narrative. Why should anyone trust a message or be influenced by your movement if your canned PR campaign doesn't reflect genuine human understanding?
The Psychology Behind Why PR Falls Short
Human psychology and interpersonal communication are fundamental to strategic messaging. Headline counts and social media reach are surface-level metrics; true success comes from brands fostering genuine connections through value-driven storytelling.
Research shows that consumers are more inclined to trust brands that communicate transparently and acknowledge their audiences' intelligence. A study published in Psychology & Marketing found that transparent brand communication positively influences perceived brand authenticity, increasing consumer trust and favorable responses.
Yet, many companies operate with a disconnect between personal communication habits and public messaging strategies.
Consider three psychological principles that shape effective communication:
The Reciprocity Principle: People respond to generosity with generosity. If your campaign provides real value, it earns goodwill.
Cognitive Dissonance: When a company says one thing but behaves differently, audiences notice the inconsistency and disengage.
The Mere Exposure Effect: The more familiar people are with a message, the more they trust it. But familiarity alone doesn't compensate for insincerity.
Case Study: When PR Gets It Wrong
History is full of deceptive PR campaigns that eroded trust rather than building it. One infamous example is Big Tobacco's "A Frank Statement to Cigarette Smokers" campaign in 1954, positioning smoking as a symbol of women's liberation, falsely assuring the public that cigarettes were safe despite overwhelming evidence to the contrary. The campaign misled the public and marked the beginning of a prolonged strategy to dispute the harmful effects of smoking. More than a failure of ethics—the PR campaign was a colossal failure of strategic communication.
As public awareness of smoking's dangers grew and regulations tightened, tobacco companies faced declining cigarette sales. In response, they diversified their product lines, introducing alternatives like e-cigarettes, heated tobacco products, and nicotine pouches because smoking still isn't cool.
When messaging doesn't align with reality, the truth will eventually surface and live forever in college textbooks.
It's Not About Selling, It's About Connecting
PR and communications are deeply interconnected; they substantially overlap in the Venn diagram of strategic influence. They're both built on the intricacies of human connection. Effective messaging requires understanding psychology, organizational dynamics, and personal communication habits.
Thought leadership resonates most when it builds on your audience's understanding, offering insights that deepen their perspective and spark meaningful engagement. As Forbes notes, "True thought leadership is about advancing the conversation in a meaningful way to your audience," underscoring the importance of public relations management and why starting with internal clarity before external messaging is vital.
How to Apply Psychology and Communication Principles to Foster Connection and Brand Affinity
Listen to your self-talk. If you feel friction in your connections or are caught in constant misunderstandings, take a moment. Go for a walk and look at the sky. Drink bubbly water. Practice box breathing to reset your nervous system. It's not Pseudo-psychology: mental clarity fuels creativity, strengthens relationships, and fosters audience trust.
Observe communication in the wild. Pay attention to what makes you stop and engage. Notice what feels genuine and what feels forced. Which brand engagements feel like sales pitches? Was the conversation worth your time? You're constantly being sold to; use your insight to refine brand messaging.
Reframe your approach to PR. Shift the focus from controlling the narrative to contributing meaningfully to the conversation—your audience will notice. Understanding what your audience wants is essential, which is why SEO is so valuable for organic growth.
Internal alignment before external messaging. Your internal cohesion directly impacts external perception. Influential thought leaders communicate clearly and confidently, and their message resonates more effectively. A strong personal presence fosters more meaningful and strategic connections.
Communication Starts With You
Indra Nooyi, former Chairman and CEO of PepsiCo, once said, "Whatever anybody says or does, assume positive intent." When you operate from that mindset, your entire approach to communication changes. But let's be honest—do you extend the same grace to yourself?
If PR creates "mutually beneficial relationships between an organization and the publics on whom its success or failure depends," a harmonious relationship with yourself leads to harmony within your brand's engaged audience. If you're one of the human beings both blessed and burdened with an internal monologue, check yourself. Your self-talk will mirror words spoken out loud to your team, business partners, customers, and boss. Make sure those words are kind.
Communication starts with you. A communication strategist will help you execute your aligned vision and values. Your ability to influence begins with how you communicate with yourself. Grounded confidence translates to external credibility. It's not communications vs public relations. It's internal before it's external.
FTFY: Internal alignment resolves brand misalignment—when your values are clear inside, your thought leadership resonates authentically outside.
