A Public Relations Program Is Like Caring for a Plant
I was recently watering the plants in my house, some of which were named during the pandemic, and I realized that, like so much in life, managing your company’s public image is very similar to plant care. At first glance, public relations and plant care may seem unrelated. One is about strategic communications and media engagement; the other involves soil, water, and sunlight. But they share a powerful truth: both are simple in concept, yet require consistency, care, and foresight to truly flourish.
Too often, organizations treat public relations as something to use only during a product launch, crisis, or major announcement—like watering a plant only when it’s visibly wilting. But just as a neglected plant can’t bloom overnight, a brand’s reputation won’t thrive without ongoing attention. Like plant care, PR success comes from small, deliberate actions repeated over time.
Start with the Right Foundation
A thriving PR program, like a healthy plant, begins with the right foundation. For a plant, that’s good soil, the right pot, and appropriate light. For a PR strategy, it’s a clear message, a defined audience, and the right tools and channels for communication. If the soil is too dry or dense, the roots won’t take hold. Similarly, if an organization launches PR efforts without a clear voice or purpose, the messaging won’t connect.
Before reaching out to journalists, publishing content, or developing talking points, ask: What are we trying to grow? Is it brand awareness, investor confidence, customer trust, or thought leadership? The answer shapes everything that follows.
Water and Light: Consistency Is Everything
Plants don’t need gallons of water all at once—they need the right amount, regularly. A few drops daily or weekly, depending on the plant, is what sustains growth. PR works the same way. It’s not about flooding the media with constant press releases. It’s about maintaining steady, thoughtful communication: sharing updates, publishing insights, and engaging meaningfully with your audience.
A monthly press release, a timely op-ed, a quote in a trade publication, or consistent social media activity—these are the PR equivalents of watering and turning your plant toward the sun. Done consistently, they build credibility, visibility, and trust.
Pay Attention to the Seasons
Plants grow in cycles. Some months bring blooms, others focus on root growth or rest. PR has its seasons, too. Summer might be filled with conferences and earnings reports, while winter may offer quieter time for planning and long-form storytelling.
The key is to move with your business and industry’s natural rhythms. Pitching a holiday story in March is as ineffective as overwatering a cactus in winter.
Don’t Panic Over Setbacks
Even the healthiest plants occasionally drop a leaf or health issues. PR is no different—negative press, low engagement, or a missed opportunity are all part of the process. What matters is how you respond. Don’t abandon the effort. Instead, assess what went wrong and adjust your approach. Sometimes a small shift—like moving a plant to a sunnier window—can spark renewed growth.
Growth Happens Over Time
The most vibrant plants don’t appear overnight. Their growth is slow but unmistakable. The same goes for a strong PR program. It doesn’t hinge on one media hit or viral moment—it’s built gradually, through every earned mention, thoughtful response, and relationship nurtured with care and intention.