The Power of Being Helpful: Why Helping Others Is the Heart of PR

In public relations, the instinct to help comes naturally. It’s what draws so many of us to this profession in the first place — that internal drive to connect people, share information, and make things happen.

PR pros are problem solvers by nature. When a client calls in a panic, a reporter needs background fast, or a story needs facts and visuals to come alive, our instinct is to jump in and say, “I got you.”

At the core of what we do is the simple desire to make things easier for other people. We help clients tell their stories — shaping their messages, clarifying their voices, and finding the best ways to reach the audiences that matter most. We help reporters write theirs — by offering access to credible sources, providing background information, fact-checking details, and delivering ready-to-use assets like photos and video. When everyone’s working toward a common goal — accurate, engaging, and meaningful storytelling — the results are powerful.

And here’s the thing: the best PR pros are just as effective when they don’t have any skin in the game. One of the most underappreciated skills in this field is the ability — and willingness — to help just to be helpful. That means sharing a contact, suggesting a source, or providing a quote or statistic, even when it doesn’t directly benefit you or your client.

Why? Because helpful people get remembered.

Reporters notice who makes their job easier. They remember the PR pros who respond quickly, who send accurate information, who don’t overpromise, and who follow through. Those are the people who get callbacks, who get quoted, and who get asked, “Hey, do you know anyone who could speak on this topic?”

Over time, that reputation — being seen as a reliable, trustworthy, and generous resource — pays off in ways that can’t be measured on a spreadsheet. Reporters start calling you when they’re on deadline or need an expert fast. Clients benefit from that credibility and access. And you build genuine relationships that last far beyond a single story or campaign.

In other words, being helpful builds trust, and trust builds opportunity.

There’s no shortcut to that kind of reputation. It’s earned, moment by moment, through small acts of professionalism and kindness that make someone else’s day — or job — a little easier. And that’s what separates a transactional PR practitioner from a true communications professional.

So the next time a reporter calls and you don’t have exactly what they’re looking for, don’t just say “sorry.” Try saying, “I don’t have that, but I might know someone who does.” The next time you see a journalist looking for a source on social media, share their post even if it’s not your beat. The next time you’re tempted to hold back a useful piece of info because it’s “not your story,” share it anyway.

Because the more you give, the more you earn: credibility, trust, and a lasting place in the newsroom’s contact list.

In PR, being helpful isn’t a side strategy — it is the strategy.