Revealing the Truth about PR: Breaking Down Misconceptions and the Future of the Industry

Join Molly Baker, founder of Indie Consulting, and Andie Rodriguez as they discuss all things PR! Our guest gives an inside look at what it's really like working in the PR field—revealing common misconceptions and the often-overlooked value of PR. She shares her strategies for building strong media relationships and offers valuable insights on expanding your impact as your career progresses. Tune in for a lively discussion that spans everything from the future of AI in comms to the surprising truth about PR (it’s nothing like the movies)!

Molly Baker (MB): So, what's top of mind for you professionally right now?

Andie Rodriguez (AR): I’m currently in between roles, transitioning into a new job, which has me reflecting a lot. I’ve spent five years at my previous company, so I’m thinking about how to bring my expertise with confidence but also remain open-minded about this new company’s approach. No two companies are the same, and after five years of getting used to one way of working, it’s important for me to stay flexible and adaptable.

MB: You work in communications. What’s the biggest misconception people have about this field?

AR: There are definitely some misconceptions, especially around PR. A big one is the idea that "all press is good press." That couldn’t be further from the truth. Negative press can be incredibly damaging to a brand's reputation. Another misconception is mixing PR and advertising. While PR focuses on earned media and reputation, advertising involves paid media. They have distinct roles, even though the lines are blurring a bit these days.

MB: How has your experience on the agency side compared to working in-house?

AR: Working in-house has been a great experience, and it built on my solid foundation from agency work. Agency life was fast-paced, working across multiple clients with different needs, which taught me how to manage a variety of projects. In-house, I’ve focused on just one brand, which means less context switching and more depth in the work. I also have more autonomy and visibility into the broader business, especially in areas like sales and finance, which is something I didn’t experience as much in agency life.

MB: How should communications and social media work together?

AR: I think they should be part of the same team. At my last job, I ran both PR and social media for a while. Social is integral to any communications campaign—it shouldn't be an afterthought. Whether it’s a product launch or brand campaign, social should be part of the strategy from the beginning. Social media has become such an important channel that sometimes it's even the primary one for announcements, making it critical to integrate it into the broader communications strategy.

MB: What relationship has been most impactful for you professionally?

AR: I would say the manager I had at my previous job. I had the same manager for over five years, and she was a fantastic mentor. She always saw my potential and gave me room to grow. She pushed me to take on new challenges, helped me identify growth opportunities, and always had my back. I’m very grateful for her guidance and support throughout my career.

MB: So..tell people who you are! 

AR: I am Andie Rodriguez. I am a senior communications professional focused on product PR. 

MB: Can you tell us a bit more about your background and your new role?

AR: I’m a senior communications professional specializing in product PR. I’ve spent the last five years leading product and partner communications at a company called Samsara, which helps companies digitize operations in physical industries. I’m about to join LinkedIn’s communications team, where I’ll be focusing on product PR for their advertising and marketing solutions. It’s a completely new industry and audience, but I’m excited for the challenge.

MB:: What’s the best and worst part of working in communications?

AR: The best part is definitely storytelling. I love taking complex issues or products and making them relatable to the audience. It’s so rewarding to see how storytelling can shape perceptions. The worst part? Sometimes there’s a lack of understanding about the value of communications. People often don’t realize where PR can really make an impact, and that can lead to unnecessary back-and-forth and misalignment with stakeholders.I think sometimes it's tough with the lack of understanding around sort of where we can really come in and and provide the most value, but always always ready to educate. 

MB: It does seem like it's a space that people don't really understand. 

AR: That's true. And I think that makes it harder for people, even within marketing, but outside of marketing, for sure. And I also think, like I said, people think, like, oh, you know, PR is just do you just throw parties and you do events?

MB: And then, like, you just wish. You just take, like, editors out to lunch. Right. Like, you just wine. Movie version of PR.

AR: It's not quite that. So yeah. No. I think there's that misconception, of course. And so sometimes I think there's that knee jerk reaction of, like, okay. We wanna get this out there. Let's do this channel, press release. And people kind of, like, knee jerk to, like, the output. You got to know what fits your brand and what makes sense and what doesn't. And, like, it's not everything. Yes. Not everything is gonna be a fit for you to jump on the trend. 

MB: How do you see the future of PR and communications?

AR: The field is definitely evolving. People are starting to understand that communications goes beyond just press releases or media outreach. With social media playing such a significant role, there’s a growing recognition that PR needs to work closely with social teams. And as the landscape shifts, companies are realizing the importance of storytelling not just in media, but across all platforms.

MB: So how do you think about comms for B2B versus B2C?

AR:I specialize in B2B, correct. I do have some B2C experience from my early agency days, and I quickly learned that I liked B2B better. I was working with some brands that weren’t necessarily the most exciting, like repping scanners.

MB: Wait, scanners?

AR: Yeah! It was around 2000-something, and I was repping personal scanners—helping people go paperless. It wasn’t glamorous, but I did a lot of content for Disney Parks, which was fun. But I got more into B2B as I spent time working with tech companies here in the Bay Area. My expertise now is in B2B tech.

MB: So, media relations is still an important part of your role?

AR: Yes, definitely. Building relationships with journalists is crucial. I think the digital age and post-COVID era have made in-person interactions more rare, but if you can meet in person, like for a coffee or lunch, that’s always great. However, a lot of journalists now live in different regions, and I’ve worked with journalists based in places like Detroit and North Carolina, which makes face-to-face meetings less feasible. But when you can, it’s nice to get in front of them. Once they see you in person, they’ll start recognizing your name in their inbox.

MB: How do you build and maintain those relationships?

AR: A big part of it is engaging with journalists when you're not trying to get something from them. Congratulate them on their promotions or connect with them on LinkedIn when they post something interesting. You want them to feel like a person, not just someone who writes stories for you. Also, be flexible with your pitching. Journalists usually won’t write the article exactly how you want, so meet them halfway and respect their creative liberty.

Another thing is to do your homework on journalists and their beats. Make sure that what you’re offering is relevant to them. You should also be open to setting up introductory conversations with executives or spokespeople—not with the goal of securing immediate coverage, but just to start building that long-term relationship.

MB: So, no hard selling?

AR: Exactly. Just treat them like a normal person. And, don't overthink your emails. Journalists get pitched all the time, so be concise and respectful of their time. A short subject line and a few sentences can go a long way. If you try to pack in everything into a long email, it’ll likely get ignored.

MB: And AI in comms? Do you see it as a threat or an opportunity?

AR: It’s definitely an opportunity! I don’t think AI will replace comms jobs, but it can definitely enhance and help with efficiency. It can help with drafting content, refining your writing, or even synthesizing media coverage. But the human element—especially storytelling and building relationships—is something that AI can’t replicate. That said, I think it’s essential to embrace AI tools to stay competitive. If you're not using them, you're falling behind. But it’s important to be mindful of the inputs you provide to AI, especially when it comes to confidential information.

MB: Do you have any advice for your younger self?

AR: I’d say focus on impact, not just output. Early in my career, I was all about executing and getting things done—especially in the agency world, where it’s about showing that you’re busy. But as I grew, I realized that it’s more important to focus on the impact of your work, not just the volume. It’s okay to do less if it has a bigger or more meaningful impact.

MB: That’s so true. And I think it’s something that gets clearer as you get more senior—learning how to prioritize and decide where to focus your energy.

AR: Exactly. It’s all about discernment—deciding what’s worth your time and what’s not. And sometimes, being able to say “no” or offer a different perspective can help everyone refocus on what really matters. You have to be comfortable challenging ideas and pushing back if needed.

Find Andie Rodriguez on LinkedIn.

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