The positive, storytelling side of PR A PR professional works with an organization, company, government, or individual to cultivate a story that portrays that client’s reputation, idea, product, position, or accomplishment in a positive light. So, in a sense, you can think of PR professionals as storytellers. Unlike advertisers, who tell stories through paid methods, PR professionals tell their stories through unpaid or earned media. These unpaid or earned avenues include traditional media, social media, or speaking engagements -- which are especially effective opportunities for reaching the general public. Keep in mind that a PR professional isn’t just trying to reach a paying customer ... she’s trying to reach everyone. Hopefully, this is a digestible definition of PR. If you’re still unsure of how PR looks in the real world, let’s explore some examples. Let’s say you work for a small interior design company, and your business just won an award: “Best Interior Design Company ...