Progressions

Why the Little Wins Matter in PR 

When people think about public relations, they typically envision large-scale campaigns, high-profile clients and prestigious awards. But some of the most interesting parts of the industry come from the smaller wins. The smart campaigns, strategic hires, and creative decisions that may fly under the radar are the ones that really show how PR is changing. 

Nike’s NYC Marathon Moment 

Nike is not an official sponsor of the New York City Marathon, but that did not stop the brand from making its presence known at this year’s marathon. Through a targeted approach focused on New York runners, Nike found creative ways to directly connect with the community. 

Orange billboards with black writing were scattered around the city, featuring messages like “Only 231-Mile Runs Left” and “If You Don’t Hate Running a Little, You Don’t Love Running Enough.” The campaign centered on authenticity, using emotional storytelling and motivational ads across the city that captured the excitement of running the New York City Marathon. These billboards were placed in high-traffic, relevant locations like Whitehall Terminal near the marathon’s start, to maximize impact. By leaning into emotion and real experiences, Nike showed how powerful PR can be when it focuses on people, not products.  

Starbucks’ “Back to Starbucks” Strategy

Starbucks is focusing on connecting with customers in a meaningful way through its new “Getting Back to Starbucks” strategy, led by Dominic Carr, senior vice president of communications and corporate affairs. His team is focused on helping “the world understand Starbucks and Starbucks understand the world.”

The world is changing fast, but Starbucks continues to find ways to stay connected to what customers want. From introducing protein milk and protein cold foam to tapping into the fast-growing iced coffee trend, the company is listening closely to its audience. Starbucks is proving that modern PR is not just about public statements but about creating stories that reflect real consumer habits and values.

PRWeek’s 40 Under 40: The Next Wave of PR Leaders

PRWeek recently announced its 2025 40 Under 40 class, highlighting rising professionals who are shaping the future of the industry. While the recognition is a major milestone, it reflects steady growth and long-term development rather than a single defining moment. These honorees have built their careers through consistent effort, strengthening media relationships, adapting to new platforms, and fine-tuning campaigns over time.

They represent a new generation of communicators who balance traditional skills like media relations with newer areas such as digital strategy, content creation, and social media. As Steve Barrett, VP and editorial director of PRWeek, notes, “The 40 Under 40 alumni from the past decade represent a who’s who of communications, and many honorees have gone on to senior positions in the industry.”

This recognition shows how progress in public relations often comes from steady, intentional work rather than overnight success. It’s a reminder that even the biggest achievements are built on the small, everyday wins along the way.

Small Wins Worth Noticing

While they may appear in headlines, many PR successes are easy to miss, yet they reveal how the industry continues to evolve. Coca-Cola’s new holiday campaign has sparked conversation about the role of artificial intelligence in advertising, and USAA launched its “Honor Through Action” initiative, which demonstrates how strategic PR can align a brand with social causes to engage audiences. 

Agencies are also making moves that show the field’s priorities. Actum, a Washington, D.C. based public affairs firm, hired Cecilia Prewett from SKDK as senior managing director, bringing expertise in government communications. Hotwire Global named Grant Toups as CEO to guide international growth, and REI brought on Tara Darrow to lead communications, strengthening the brand’s focus on community engagement.

Although they can be easy to miss, these smaller wins highlight the strategy, leadership, and innovation behind PR successes and what students can learn from them. 

Learning From the Little Things

As students enter the field, it can be easy to focus on big campaigns or viral moments. But often, smaller stories say more about the direction of public relations. Watching how companies find creative ways to connect with their audiences and how new leaders are rising through the ranks gives us a real-time look at what is shaping the industry.

Public relations is not just about the spotlight moments. It is about everyday decisions that help people see, trust, and connect with brands. And sometimes, those small wins teach us more about the future of PR than any headline ever could.