I’ve been telling my clients lately that 2025 feels a little… 2020-coded. Budgets are tight, the world feels uncertain, and a lot of business owners are asking the same question: Is now really the time to invest in marketing or PR?

As someone who’s spent years in communications, here’s what I know for sure: the companies that stay visible during downturns always come out ahead. That’s why I was so excited to sit down for a conversation on Business Origin Stories with Jennifer Kaplan, founder of Evolve PR and Marketing. Jennifer has been running her agency for 20 years, and she’s built it into the largest PR firm in Arizona. She’s a seasoned entrepreneur who knows what it takes to grow, pivot, and thrive.

Our conversation left me with so many takeaways I want you to hear, whether you’re thinking about PR for the first time or wondering if it’s worth keeping in your budget this year.

PR Is More Than Just
Media Coverage

A lot of people think PR is about landing a flashy TV spot or getting your name in Forbes. Those things are amazing, but Jennifer reminded me that PR is really about building credibility over time. When you consistently show up as a trusted voice, whether it’s in an article, a podcast, or a community event, you’re building the know-like-trust factor that drives real business growth.

She explained that earned media works because it’s not a sales pitch; it’s education. A chef giving a cooking demo on TV isn’t trying to hard-sell you a pizza — he’s sharing value and expertise. And when you share value, people naturally want to work with you.

Your Reputation Is Your
Greatest Asset

One of my favorite parts of our conversation was when Jennifer talked about reputation. She said something that really stuck with me: “Fear is the real four-letter F word.” That willingness to step into the spotlight, even when it feels uncomfortable, is what allows businesses to stand out.

But reputation isn’t built only through media hits. It’s shaped by every interaction—how you respond to a negative review, how you show up in your community, even how your team communicates internally. In today’s polarized world, every message matters. Jennifer stressed the importance of being intentional about when and how you speak up. Not every headline is an opportunity worth chasing. Sometimes the smartest PR move is knowing when not to comment.

Awards and Thought Leadership Still Matter

Here’s a strategy I hadn’t heard anyone unpack quite like Jennifer did: applying for awards and rankings. From “40 Under 40” lists to local business awards, these opportunities are often free (or low cost), and they add credibility you can leverage for years.

Jennifer encourages clients to display plaques, share awards on social, and even dedicate a media page on their websites. It reinforces your expertise and builds the kind of perception that earns trust. And when your team members step into their own thought leadership too? That only strengthens your company’s brand.

The Long Game of Visibility

If you’ve ever felt frustrated that one media feature didn’t translate into an instant flood of sales, Jennifer would tell you: PR is a long game. Yes, you might land a timely story that drives immediate attention. But more often, it’s the slow burn—the layering of mentions, interviews, and features—that creates momentum.

She compared it to big brands like McDonald’s or Coca-Cola. They never stop showing up, even though we all know who they are. Visibility isn’t a one-time event. It’s the consistency of showing up that sets businesses apart.

Here’s what I hope you take away: PR isn’t optional if you want to build a sustainable business. It’s one of the best tools you have to create trust, shape your reputation, and keep your business top of mind. Especially in uncertain times.

If you’ve been waiting for the “right moment” to start, this is it. Begin by clarifying your message, paying attention to what the media is talking about, and thinking about the awards or features that align with your brand. And when you’re ready, having the right PR partner in your corner can fast-track your visibility in powerful ways.

Because the stories you tell and the reputation you build are the currency that will carry your business through every season.

🎧 Listen to this full conversation of Business Origin Stories now on Apple Podcasts or Spotify.