‘Messages into movements’: How Pam Perry uses storytelling to craft strategic PR campaigns

Ask clients about Pam Perry PR and they’ll tell you this: when you hire her firm, you get Pam Perry herself — not an associate, not a partner, but Perry — a visionary whose track record proves her dedication to delivering PR campaigns that have elevated brands.

And when you work with her, whether you’re an author or an aspiring public speaker aiming to take your brand to the next level, you can pick up the phone and call her directly. No red tape, no middleman — just frank conversation about how her PR firm can implement a strategic communications plan to help you reach your goals.

In her conversation with EIN Presswire, Perry shared how decades in journalism, marketing and public relations shaped her approach to helping clients craft “buzz-worthy” stories that gain earned media and build effective digital brands with a strong social media presence.

Before earning all her accolades, Perry recalled how her upbringing in Detroit helped shape her vision. Growing up in the Motor City during the 1960s, she said she “learned at a very young age about the necessity and power of public relations and marketing in fulfilling a dream,” a lesson that stayed with her as she built her career.

A native of Michigan, she began her career writing and producing for Detroit media. Later, she launched Speakers Magazine, a monthly publication she still runs today that highlights professional and motivational speakers, with a special focus on amplifying Black voices in the industry.

Touted by Publishers Weekly as a “PR Guru,” Perry has expanded her portfolio beyond public relations to include events, podcasting and a Substack publication.

Her annual two-day event “Speak Sell Shine,” held in Washington, D.C., brings together professional speakers, authors and entrepreneurs to help advance their careers through media training, brand development and networking.

She even stresses to clients and event attendees the importance of using press release distribution services like EIN Presswire to get their news picked up by media outlets and into the AI tools people use every day, such as ChatGPT and Gemini — a growing strategy known as generative engine optimization, or GEO.

In our interview, Perry opened up about how her early love for writing, her time in Detroit media and her drive to help others be seen all shaped the work she does today.

Q: Tell us more about your journey into public relations and communications, and how you got started.

A: I’ve always been passionate about media and messaging. Even back in high school, I was writing stories that highlighted people doing great things. In college at Wayne State University, I took that love for communication even further: publishing newsletters, working at the campus newspaper, and getting hands-on experience at WDET, our PBS station. That early exposure to journalism taught me the power of storytelling and how it can shape perception and purpose. Eventually, that passion evolved into a career in public relations — first working in nonprofit PR, and later launching my own firm to help others tell their stories strategically and shine in the spotlight.

Q: Describe your firm and the industries and clients you serve.

A: At PamPerryPR.com, I help experts, authors, and entrepreneurs elevate their visibility, credibility, and influence. My firm focuses on transforming messages into movements through storytelling, strategy, and media exposure. I also publish Speakers Magazine, host the Get Out There and Get Known podcast, and run the Ready Set Go Speak community — a hub for speakers and thought leaders ready to amplify their platforms. My clients range from corporate professionals to faith-based leaders and creative entrepreneurs, all with one thing in common: they’re serious about making an impact and leaving a legacy.

Q: Earned media is a major goal for many brands. How does effective storytelling help achieve this?

A: Earned media is all about connection. Journalists, producers, and audiences are drawn to authenticity; stories that inform, inspire, and ignite emotion. When your message reflects your mission and your audience sees themselves in your story, that’s when the magic happens. A well-crafted narrative makes editors lean in, not scroll past. Effective storytelling turns what you do into why it matters and that’s what earns coverage that lasts longer than any paid placement ever could.

Q: From your perspective, how has the PR and communications industry evolved? Have best practices shifted—and if so, what new approaches are emerging?

A: The industry has completely transformed. We’ve gone from faxing press releases to producing podcasts, from pitching newspapers to building personal media empires. Today, everyone has access to platforms but not everyone knows how to use them effectively. The best practices now blend traditional PR with digital strategy. It’s about creating content that’s both credible and clickable. Personal branding, video storytelling, and thought leadership have become essential parts of the mix. Publicists today must think like journalists, producers, and marketers all rolled into one.

Q: What is one of the biggest mistakes you see brands, companies, or organizations make in the field of PR?

A: One of the biggest mistakes I see is people chasing visibility before they’re ready for it. They want the spotlight, but they haven’t built the foundation. You can’t pitch the media without a clear message, strong visuals, and a solid digital footprint. Another common mistake is thinking PR is a one-time event, it’s not. It’s a process, a relationship, and a rhythm. Consistency and credibility go hand in hand. You don’t just want to be seen; you want to be remembered.

Q: Anything else you’d like to share about the industry you work in or helpful tips?

A: PR is about purpose, not just publicity. The best results come when your story serves others. Whether you’re a speaker, author, or brand leader, remember that people don’t buy information, they buy inspiration. Stay true to your message, invest in your image, and always keep learning. The media landscape changes fast, but integrity and authenticity never go out of style.

And if you want to hear my unfiltered thoughts on the industry, subscribe to my Substack, Get Out There and Get Known. I rant there (with love and a little Detroit grit.)