What 25 Years In PR Has Taught Us About Brand Perception

Brand perception doesn't happen in a single campaign, press feature, or social media post. Instead, it’s built through every interaction that’s made with your brand. From how you're represented in digital media to how you and others communicate about your brand online.

Since 1995, The McRae Agency has worked and partnered with brands navigating the ever-changing digital media landscape. What started as a public relations agency has evolved into a full-service, boutique-style firm encompassing PR, social media, strategic AI, marketing, and more.

After more than 25 years in the industry, we've learned that strong brand perception isn't about being everywhere. It's about being intentional about how your brand is seen, understood, and remembered.

Brand Perception Is Bigger Than Your Logo

What people experience and remember about your brand builds your brand’s reputation, not what you say about it. Things like media coverage, social media, community involvement, and your brand’s website, and more all shape the public’s perception more than anything you could come up with in-house. 

A brand can have beautiful visuals and a polished website, but if its messaging is inconsistent or its public reputation doesn't align with its positioning, audiences will notice. Brand perception is created through the entire experience—not just the pieces a brand controls directly.

What we've learned: Every interaction, message, and public touchpoint contributes to how people perceive your brand– and this matters!

Reputation Is Earned, Not Announced

Earned media is your brand’s biggest ticket to carrying weight for your brand. One of the biggest lessons we’ve learned is that brands have to give a reason as to why they’re reliable and memorable. You have to give your audience a reason to believe it. Earned media, thought leadership, community relationships, and third-party recognition can all contribute to that credibility.

What we’ve learned: PR isn't just about getting a story published. It's about shaping the reputation that story contributes to.

Consistency Builds Recognition And Trust

Your brand’s voice, messaging, visuals, and values should come across all platforms that you harbor. Transparent and consistent communication builds trust and strengthens reputation across your audience. Today, a brand might appear in a news article in the morning, on Instagram that afternoon, and in a Google or AI-generated search result that evening. Those touchpoints may look different, but the brand behind them should feel recognizable. Users should recognize your brand no matter where they find you.

What we've learned: The strongest brands don't just show up consistently; they make sure every appearance feels unmistakably like them.

The Media Landscape Will Change & Your Strategy Has To, Too

After more than 25 years in the business, we’ve learned that the fundamentals of PR haven’t changed, but how audiences discover information has. Traditional PR and media relations sit alongside evolutions in modern media– such as AI. 

When The McRae Agency began, the media landscape looked very different from what it does today. Today, audiences discover brands through traditional media, social platforms, creators, search engines, podcasts, and AI-powered tools. 

What we’ve learned: We aren’t abandoning what worked before– it’s about being ahead of the curve of where audiences are going next.

After more than 25 years, one thing remains constant: brand perception doesn't happen by accident. It takes strategy, consistency, and an understanding of how audiences are changing.

At The McRae Agency, we've evolved alongside the media landscape while staying grounded in what makes PR effective: strong relationships, compelling stories, strategic communication, and measurable results. Today, that means combining public relations, social media, marketing, strategic planning, and emerging tools like AI and GEO to help brands build visibility and credibility.

Ready to shape how your brand is seen? Contact beth@mcraeagency.com for a complimentary consultation.