Insights from PR Consultants Group’s Talking PR Podcast
By Jo Trizila, TrizCom PR & Pitch PR
3/19/2026
PR Consultants Group has launched its podcast, Talking PR, uniting senior communications leaders from across the country to share real-world insight and strategic perspective on the issues shaping public relations today. In Season 1, Episode 1, “It All Starts With PR Strategy,” Jeff Davis of J. Davis Public Relations, representing Maryland, and Nancy Wiser of Wiser Strategies, representing Kentucky, examined why strategy is the foundation of every successful communications program and why skipping that step leads to activity without impact.
Their message was clear. Public relations without a strategy is just an activity.
Press releases, social posts and events may create motion. But without alignment to business goals, they rarely create measurable impact.
Quick Takeaways
• Strategy must align with business objectives
• Tactics without strategy waste time and budget
• Senior-level counsel changes outcomes
• Seat-at-the-table access improves results
• AI can support strategy but cannot replace strategic thinking
What Is PR Strategy Really?
Nancy Wiser defines strategy as stepping back before acting. It means ensuring every communication effort supports the organization’s larger goals.
Public relations should flow directly from business objectives. Whether the goal is revenue growth, reputation management, regulatory approval or internal alignment, communications must serve that outcome.
Too often, organizations skip this step.
They jump from a goal such as increasing sales directly to “We need a press release.” That shortcut ignores audience analysis, message development and channel strategy.
Strategy answers one question first: How will we approach the challenge to achieve the objective?
Only after that question is answered should tactics be selected.
Why Press Release PR Falls Short
Jeff Davis shared a common scenario. A client wants visibility. Their instinct is to issue a press release.
But a press release is a tactic. It is not a strategy.
In many cases, targeted outreach, stakeholder engagement or digital storytelling may be more effective than broad distribution. Without strategic thinking, organizations default to activity that feels productive but produces limited return.
Strategic PR focuses on influence and outcomes, not volume.
The Value of Senior-Level Counsel
PR Consultants Group is built on senior practitioners for a reason.
Entry-level professionals may execute tactics efficiently. But strategic thinking requires experience, pattern recognition and business acumen.
Nancy described being brought into a transportation company following the death of its founder. The founder had been the primary communicator. Without him, the organization faced both reputational and operational risk.
Because Nancy was seated at the leadership table, she understood internal dynamics and long-term priorities. That strategic insight allowed her to respond quickly and effectively when challenges arose.
Strategists connect communication decisions to enterprise risk and opportunity.
Strategy in Action – The Libby and Art Campaign
Jeff shared a case study involving the Council of Independent Colleges. Liberal arts education was under public attack. Rather than issuing a defensive press release, his team created two characters: Libby and Art.
They conducted research, identified key influencers such as parents and guidance counselors and developed messaging tailored to address skepticism about liberal arts degrees.
Through social listening and digital engagement, the characters responded to criticism online. The campaign gained national media attention and won industry awards.
The key takeaway is simple. Strategic creativity beats reactive messaging.
Anticipating Risk Before It Becomes Crisis
Nancy also shared an example involving a utility company seeking regulatory approval for a major project.
Midway through the process, she paused the team to map stakeholders and potential opposition using an issue management model. That pause revealed an emerging opposition group preparing legal action.
Because the risk was identified early, attorneys and communicators were able to prepare.
Strategy often prevents crisis rather than reacting to it.
Where Does AI Fit into PR Strategy?
Both speakers acknowledged artificial intelligence as a valuable tool. AI can assist with research, environmental scanning and message testing.
However, AI reflects existing patterns. It cannot replace independent judgment or creative strategic thinking.
Strong prompts can surface useful insights. But strategy requires experience, business context and intuition.
AI supports strategy. It does not create it.
Why Strategy Requires a Seat at the Table
Communications leaders must be part of leadership conversations.
If PR is brought in only to execute after decisions are made, strategy is compromised. When strategists understand financial goals, regulatory pressures and competitive dynamics, they can design communications that advance those priorities.
Without that access, PR becomes reactive.
With it, PR becomes a driver of value.
Strategic PR vs. Activity-Based PR
| Activity-Based PR | Strategic PR |
| Focuses on tactics first | Starts with business objectives |
| Measures output | Measures outcomes |
| Reactive | Proactive |
| Short-term visibility | Long-term influence |
| Limited leadership involvement | Integrated at leadership level |
Frequently Asked Questions
What is a public relations strategy?
A public relations strategy is the high-level approach that connects communications efforts to business objectives. It defines how an organization will achieve its goals, which audiences matter most and what messages will move those audiences to action. Strategy comes before tactics such as press releases, media outreach or events.
Why is PR strategy more important than tactics?
Tactics are tools. Strategy determines which tools to use and why. Without strategy, organizations default to activity such as issuing press releases or posting on social media without knowing whether those actions support broader business goals. Strategy ensures communications efforts drive measurable outcomes rather than just visibility.
How does PR strategy align with business goals?
Effective PR strategy begins with understanding the organization’s objectives, whether revenue growth, reputation repair, policy change or stakeholder engagement. Communications plans are then built to support those goals directly. This alignment ensures that awareness efforts ultimately contribute to real business impact.
What happens when organizations skip the strategy phase?
When organizations move straight to tactics, messaging may be inconsistent, key stakeholders may be overlooked and resources may be wasted. Important audiences such as employees, regulators or community members may receive information too late or not at all. The result is often activity without measurable progress.
Can AI replace PR strategists?
AI can support research, analysis and content development, but it cannot replace experienced strategic judgment. Generative tools rely on existing data and best practices. Senior communications professionals bring context, foresight and business understanding that allow strategy to be customized for each organization’s unique challenges.
How do you know if your PR strategy is working?
Success is measured by outcomes tied to business objectives, not just media impressions. Metrics may include reputation shifts, stakeholder engagement, policy outcomes, lead generation or crisis mitigation. Evaluation should always be built into the strategy from the beginning.
What Business Leaders Should Remember
Public relations is not about volume. It is about alignment.
Strategy ensures that awareness leads to understanding and understanding leads to action.
When positioning, messaging and objectives are aligned, communications programs deliver measurable results.
When they are not, organizations generate activity without impact.
About PR Consultants Group
PR Consultants Group is an exclusive nationwide network of senior communications and marketing professionals representing diverse disciplines in every major U.S. market and beyond. Since 2000, members have collaborated to amplify impact for clients by combining national strength with local expertise.
If you are ready to move beyond tactics and build a communications strategy rooted in clear objectives, strong positioning and measurable results, connect with an experienced PR Consultants Group member in your market.
About Talking PR
Talking PR is the official podcast of PR Consultants Group, an exclusive nationwide network of senior communications and marketing professionals representing diverse disciplines in every major U.S. market and beyond. Since 2000, members have collaborated to amplify impact for clients by combining national strength with local expertise. The podcast features real-world insights from seasoned PR leaders across the country. Learn more at https://www.PR Consultantsgroup.com/
About the Participants:
Nancy Wiser
Wiser Strategies is a strategic communication and creative services firm. We advise clients on business opportunities and risks and employ communication strategies that resonate. We inform, engage and motivate clients’ key audiences through public relations, marketing, research and advocacy. You can reach Nancy at (859) 227-8850 or nancy@wiserstrategies.com.
Jeffrey Davis, APR
JD/PR is headed by Jeffrey Davis, a former daily newspaper reporter with expertise in media relations, media training, crisis communications and social media. A member of the National Press Club, he holds the APR accreditation from the Public Relations Society of America and is a three-time president of PRSA Maryland. You can reach Jeff at (410) 916-4835 or jeff@jdprsocial.com.
About the Author:
Jo Trizila, Founder & CEO, TrizCom Public Relations
Jo Trizila leads Dallas-based TrizCom PR, an award-winning digital public relations agency she founded in 2008. She has guided integrated PR programs for startups, middlemarket companies and national brands, with deep experience in crisis communications, expert positioning and data-driven media strategy. Jo is also the creator of Pitch PR, a press release distribution company and a frequent speaker on earned media ROI, including sessions at the Earned Media Mastery virtual summit. Connect with Jo at (214) 232-0078 or jo@trizcom.com.