How to Make Your PR Strategy Work: Choosing the Right PR Partner
By Pelayo Pintado, Founder of Idónea Comunicación
Pelayo Pintado, CEO of idónea Comunicación
At Everything Now, we know that great marketing is nothing without great storytelling, and PR is one of the most powerful tools to shape how a brand is perceived. But let’s be honest: PR is often misunderstood, even by senior executives.
So, we invited Pelayo Pintado, founder of Idónea, to break it down. With years of experience shaping the public image of lifestyle brands, Pelayo has seen it all, from companies that master PR to those that struggle to make it work.
If there’s one thing he’s learned, it’s that PR isn’t just about media coverage or influencer collaborations. Done right, it builds brand credibility, shapes public perception, and drives real business impact. But even the best PR agency can’t work magic on its own, success depends just as much on how well a company collaborates with them.
So if you’re thinking about bringing in PR support but don’t know where to start, here’s a no-nonsense guide to choosing the right partner and making the relationship work.
1. Understand PR—And Find a Team That Helps You Get It
It may sound obvious, but it’s crucial. If you don’t fully understand what PR is and how it can help your business, start by finding a team that can explain it in clear, practical terms. You shouldn’t move forward unless you truly grasp what PR entails, what results to expect, and how it differs from advertising or digital marketing.
PR isn’t just about landing press coverage or securing influencer deals—it’s a strategic tool for managing brand perception. If the agency you’re considering can’t explain that to you in a way that makes sense, they might not be the right fit.
2. Personal Connection Matters
PR is business, but it’s also deeply personal. The agency you choose will represent your brand to journalists, influencers, and key stakeholders. They need to understand your brand’s voice, speak your language, and align with your vision.
Every PR agency has a different approach—some are more creative, some more strategic; some specialize in niche brands, others in global corporations. The key is finding a team you trust and genuinely connect with because a strong working relationship is essential for long-term success.
Idónea Comunicación – Meeting Room
3. Manage Expectations From the Start
PR exists in a space of uncertainty—you can’t guarantee exact results because success depends on third parties (media, journalists, trends). Not everything you envision will be achievable, and not every PR proposal is realistic.
To avoid frustration, work with an agency that is honest about what’s possible and in what timeframe. Ask for references, case studies, and examples of past successful campaigns with similar clients. If an agency promises overnight success or guarantees unrealistic outcomes, that’s a red flag. A great PR team will aim high but always set expectations that are achievable.
4. Your Involvement Is Key to Success
Hiring a PR agency doesn’t mean you can step back and let them do all the work. The best PR strategies come from close collaboration.
Regular check-ins, open communication, and sharing relevant updates with your PR team make all the difference. Often, business leaders don’t realize what makes a great story because they’re too deep in day-to-day operations. But a strong PR team will spot those hidden opportunities—the more you involve them, the better results they can deliver.
5. PR Only Works If It’s Aligned With Business Goals
PR is not an extra expense or just a marketing add-on—it’s a strategic investment that should drive business growth.
For PR to truly work, it needs to be connected to your broader company goals—whether that’s brand awareness, reputation management, or lead generation. While PR can be unpredictable, clear and measurable objectives should still be set. Work with your agency to define the impact you want to achieve and how success will be measured. A strong PR team will tie their work back to business results in a tangible way.
Idónea Comunicación – Office
Choosing the right PR agency isn’t just about budget or prestige—it’s about trust, shared vision, and a clear strategy.
If you find the right partner, stay involved, and set realistic expectations, PR can become one of your most powerful brand-building tools. The right agency won’t just get your name out there—they’ll shape how people perceive, understand, and connect with your brand.
About Idónea
Idónea is a Madrid-based boutique PR agency specializing in lifestyle brands. Founded by Pelayo Pintado, Idónea takes a tailored, strategic approach to PR, helping brands build credibility, craft compelling narratives, and secure high-impact media placements. With a deep understanding of the industry and strong media relationships, Idónea turns brand stories into headlines.
For more about Idónea, visit idoneacomunicacion.com.
