There's a common misconception that public relations (PR) must deliver immediate, measurable results to succeed. Some may question its value if it doesn't produce a splashy headline or viral moment.
However, PR's most significant impact is rarely immediate and often not visible at first glance. You need patience and a long-term perspective to fully appreciate its power.
Yes, a great media hit can generate instant buzz, but PR's real power lies in shaping narratives over time. Consistent storytelling builds credibility and strengthens relationships with audiences, stakeholders, and the public. These outcomes can be challenging to quantify in the short term, but they’re vital to the health and growth of your brand.
We call these the invisible wins, the subtle, strategic gains from a thoughtful PR approach. They may not always show on a dashboard but affect how people see your brand. These wins also reveal how much people trust your leaders and how your organization stands out in a crowded market.
For more information about crafting a winning PR pitch that produces both tangible and invisible results, please read our recent blog. In this article, we explore some of the most critical invisible wins and share real-world examples to show just how powerful they can be.
Business leaders can measure PR campaigns through immediate outcomes like media coverage and social media buzz. However, some of the most significant impacts of a effective PR campaign are subtle, long-term shifts that enhance a brand's positioning and resilience.
Let's explore these "invisible wins" and how they contribute to sustained success.
What it is:
Consistent and targeted storytelling in PR campaigns helps slowly shift how people see a brand, whether it's repositioning in the market, updating outdated perceptions, or reshaping customer connections and loyalty.
Example: Burberry's Strategic Repositioning
Burberry's recent brand overhaul under CEO Joshua Schulman demonstrates how PR can drive brand repositioning. By emphasizing its British heritage through campaigns like “It’s Always Burberry Weather,” the brand is working hard to reconnect with its core identity. Initial results indicate increased visibility and engagement despite broader market challenges.
Example: Abercrombie & Fitch’s (A&F) Sentiment Shift
A&F once faced widespread criticism for fostering a culture of exclusivity fueled by accusations of racism, body shaming, and hypersexualized advertising. After longtime CEO Mike Jeffries stepped down in 2014, the brand began a long-term effort to rebuild trust and reshape its image. Its PR and marketing, once dominated by a narrow and homogeneous standard of beauty, now feature models of various ethnicities, sizes, and backgrounds. Even the in-store experience has changed. Bright, welcoming spaces that feel open and modern have replaced the once-dark, cologne-heavy stores. A recent Harris Poll report uncovers a significant improvement in how young consumers perceive A&F. The report shows signs of a successful repositioning.
What it is:
Strong PR nurtures consumer trust and loyalty. It can also help repair it. After a crisis, public-facing communications, transparency, and leadership visibility play a critical role in reputation recovery and brand resilience.
Example: Southwest Airlines’ Rebuilding Effort
Following its 2022 holiday travel meltdown, Southwest Airlines used PR to acknowledge the problem, apologize, and take action. The PR team issued transparent updates, public apologies from the CEO, and service corrections to regain trust and customer loyalty.
Example: The Royal Family's Transparency Shift
In 2024, the British monarchy began publicly sharing health updates for King Charles III and Kate Middleton, both just diagnosed with cancer. This notable change in the traditional communication approach reflects a broader effort to maintain public trust through openness.
What it is:
In sectors that prize innovation, research, and knowledge, smart brands use thought leadership as a powerful PR strategy. Establish credibility by showcasing key internal stakeholders as subject matter experts in PR pushes. Their expertise strengthens the brand and boosts influence across media sources, industry events, and communication channels.
Example: Law Firm C-Suite Media Strategy
Strategically positioning C-suite executives as thought leaders can improve a company's image. For instance, law firms have been focusing on elevating their executives' profiles through media engagement and public speaking to shape their firm's reputation and build trust.
Example: Executives Building Personal Brand Influence
A well-rounded PR plan could include empowering executives to share authentic insights on platforms like LinkedIn or through guest appearances on podcasts and webinars. This approach fosters genuine connections with customers and colleagues. It also positions leaders (and their companies) as authoritative voices in their industries.
To read more about the power of thought leadership, please read our recent blog.
What it is:
Effective PR boosts trust among important internal stakeholders, including investors, employees, partners, and potential hires. It can increase morale, strengthen partnerships, and improve access to capital. It’s estimated that the most trusted companies generate 2.5 times as much value creation as companies with average trust for the market.
Example: Sustainability Reporting Builds Investor Trust
Transparency in sustainability disclosures has become crucial for investor trust. A study by Deloitte and Tufts University emphasizes that clear and consistent sustainability reporting enhances investor confidence and access to capital.
Example: Stakeholder-Driven Growth
According to BCG, brands that clearly communicate values, transparency, and long-term purpose attract better talent and stronger partnerships. These are key advantages in a competitive business climate. More effective interactions with stakeholders result in lower turnover, higher premiums, and faster growth.
What it is:
In crowded markets, PR can shine a bright light on what makes a brand different. Through authentic storytelling and winning organic social proof, brands can rise above the noise and reach their audiences in the right media channels and digital spaces.
Example: The Good Charcoal Company
This emerging brand uses PR to position itself as a mission-driven alternative to big charcoal brands. They stand out in the legacy category by focusing their storytelling on sustainability and community wellbeing.
These examples illustrate that the true power of PR lies not just in immediate visibility but in its capacity to effect lasting, positive impact and change across various facets of a business.
While reports from Meltwater or Google Analytics may not always capture invisible PR wins, these wins leave measurable signs over time. But you need to know where to look. Here are a few ways to recognize the impact of a thoughtful long-term PR strategy.
Gradual changes (from negative/neutral to positive) in social media conversations or media mention tone can signal reputation repair, stronger consumer trust, or successful market repositioning.
An increase in unsolicited media inquiries, inbound interview requests, or organic mentions in thought leadership articles suggests your brand is becoming more credible and relevant in your industry.
Positive comments from your customers, partners, investors, or internal teams often reflect perception shifts sparked by consistent messaging and impactful brand storytelling.
Improved brand visibility and trust often link to upward trends in sales, investor confidence, talent acquisition, and employee engagement. This is especially true when you align your PR and marketing campaigns.
Tracking invisible PR wins requires both quantitative and qualitative evaluation. Remember, you're looking for sustained progress over time. If your R program is helping your brand show up in the right ways to the right people, you're likely seeing more invisible wins than you realize.
A long-term strategic PR approach can deliver valuable business results. These benefits go beyond instant foot traffic, web visits, social media likes, or even sales. PR can change how people view a brand. It nurtures credibility, gains stakeholder trust, and strengthens competitive positioning. These less visible outcomes builds a foundation for lasting business success.
PR is a long game. When thoughtfully maintained with consistency, intention, and creativity, it delivers returns far beyond the headlines.
Let’s refine your PR strategy together. Contact Phase 3 today.