In today’s hyper-connected world, public perception can make or break a brand. The most successful companies understand that Public Relations (PR) is not just a department—it’s a core part of their business strategy.
From handling crises to building emotional connections and telling authentic stories, top brands know how to use PR to grow trust, loyalty, and long-term value.
So, what can we learn from them? Let’s explore 10 powerful PR lessons from globally recognized brands and how these strategies can be applied to businesses of all sizes.
1. Control the Narrative – Apple
Apple has become one of the most valuable companies in the world, and much of its success is rooted in its ability to control its own story.
Through carefully staged product launches, exclusive leaks, and highly produced keynotes, Apple creates anticipation and dictates how its innovations are perceived.
Rather than relying solely on media coverage, Apple builds its own ecosystem of storytelling. Every word, every image, and every public appearance is designed to reinforce its brand image—clean, innovative, elite.
Lesson: Don’t wait for the media to define your story. Take control of your narrative through strong messaging, strategic events, and consistent brand language across platforms.
2. Stand for Something – Nike
Nike has long been associated with bold branding, but its PR strategy truly shone during the 2018 Colin Kaepernick campaign.
By supporting the former NFL quarterback who protested racial injustice, Nike took a clear stance on a divisive issue.
The backlash was real—but so was the loyalty from those who admired the brand’s courage. Nike stayed true to its values, and sales surged.
Lesson: Purpose-driven PR builds emotional loyalty. When your values align with those of your audience, standing firm can build deeper brand relationships—even during controversy.
3. Handle Crises with Transparency – Johnson & Johnson
In 1982, Johnson & Johnson faced a major PR crisis when seven people died after taking cyanide-laced Tylenol capsules.
The company’s swift and transparent response—including recalling 31 million bottles and working with the media—became the gold standard in crisis management.
Rather than protecting profits, they prioritized public safety. This honesty helped rebuild trust and reinforced their long-term credibility.
Lesson: In times of crisis, honesty and quick action matter. Communicate clearly, take responsibility, and prioritize your customers’ well-being.
4. Turn Customers into Influencers – Glossier
Glossier, the beauty brand born from a blog, used everyday users and micro-influencers to build its image.
Rather than hiring big celebrities, Glossier encouraged customers to share their skincare routines and makeup looks on Instagram, creating a grassroots PR movement.
Their fans became the brand’s most powerful advocates, driving both trust and sales through peer-to-peer recommendations.
Lesson: People trust people. Empower your fans to share their experiences and spotlight them in your content. It creates authenticity that paid media can’t match.
10 PR Lessons from Top Brands5. Create Emotional Moments – Coca-Cola
Coca-Cola’s “Share a Coke” campaign replaced its iconic logo with popular first names. The result? A viral sensation that got people hunting for bottles with their names and sharing them with loved ones.
This campaign touched something emotional and personal, making consumers feel connected to the brand in a unique way.
Lesson: Emotional storytelling drives engagement. When your PR campaign taps into something personal or heartfelt, it becomes memorable and shareable.
6. Build a Loyal Community – Starbucks
Starbucks doesn’t just sell coffee—it creates a lifestyle. From its loyalty app and rewards program to its socially conscious campaigns, Starbucks builds a two-way relationship with its customers.
They celebrate baristas, highlight customer stories, and foster a sense of belonging. Their PR emphasizes the human side of the brand, which builds loyalty that goes beyond caffeine cravings.
Lesson: Use PR to celebrate your community. Share customer stories, engage meaningfully on social media, and make people feel like part of your brand family.
7. Engage in Real Time – Wendy’s
Wendy’s Twitter account has become a legend in PR circles. Known for its witty roasts, clever comebacks, and real-time engagement, Wendy’s has turned fast-food PR into entertainment. It’s a bold, modern strategy that has resonated with younger audiences.
By jumping into trending conversations and not taking itself too seriously, Wendy’s built a unique brand voice that stands out.
Lesson: Don’t be afraid to show personality. Engaging in real time and having a distinct voice can make your brand feel more human and relatable.
8. Use Thought Leadership – Microsoft
Under CEO Satya Nadella, Microsoft repositioned itself as a forward-thinking, ethical, and empathetic company. Nadella frequently speaks on topics like accessibility, AI ethics, and leadership, positioning himself—and Microsoft—as trusted voices in tech.
This thought leadership approach builds not just product awareness, but reputation and credibility.
Lesson: Make your leadership visible. Share expertise through interviews, keynote talks, op-eds, and articles. People want to buy from brands they believe in.
9. Listen and Evolve – Netflix
Netflix pays close attention to audience feedback, from viewer habits to social media conversations. When a show gains unexpected traction, Netflix adjusts marketing strategies accordingly. They also use memes, fan comments, and trends to shape their communication.
Their PR isn’t static—it evolves with their audience.
Lesson: PR should be a dialogue, not a monologue. Monitor public sentiment, engage with feedback, and adapt your messaging to meet audience expectations.
10. Maintain Brand Consistency – Disney
Disney is a massive empire, but whether you’re watching Marvel, Pixar, or classic Disney content, one thing remains clear: the brand’s core identity—magic, family, wonder—is consistent. PR teams across divisions work together to ensure messaging aligns with the larger brand vision.
This consistency builds trust. Audiences know what to expect when they see the Disney name.
Lesson: Consistent messaging builds a dependable brand. Align your tone, visuals, and values across all campaigns and platforms to reinforce your identity.
The world’s top brands don’t treat PR as an afterthought—they treat it as a strategic, long-term investment.
Whether it’s shaping powerful narratives, responding to crises, or building communities, these brands understand that PR is essential to maintaining trust and relevance.
If there’s one overarching theme across these 10 lessons, it’s this: PR is about relationships. Relationships with your audience, your employees, the media, and the wider world.
Brands that nurture those relationships—with authenticity, consistency, and empathy—aren’t just surviving; they’re thriving.