Public Relations (PR) and editorial work—these two are deeply intertwined in the publication industry. Over the years, many editors and writers have observed—and experienced firsthand—the strong relationship between the sectors. Not only has it shaped narratives but also cultivated enduring trust, credibility, and loyalty. Because of this, the result is content that exhibits authenticity.
Though as time passed, there has been a noticeable shift in how PR and editorial teams interact with one another. With the rise of content creators and influencers, one can’t help but wonder: Has the priority list changed? Where does the public now place its trust and credibility? And how should editorial teams navigate the ever-changing world of media? These are just a few of the pressing questions that have been circulating within publishing circles, and it was brought to light at the recent edition of UN/CONVENTION/AL hosted by The Beauty Edit, Bylines & Beyond: The Editors Forum.
As the current Vice President for Business Development and Operations at Buensalido PR & Communications, Monique Buensalido brings over 15 years of experience in marketing, communications, and digital strategy. For her session, she reestablishes the importance of the bond between PR and editorial, while also shedding light on the often unspoken challenges faced by professionals in the publishing industry.
“The more you are honest, and we see that you are honest in your reviews or your work, the more we tend to trust you.”—Monique Buensalido
Editorial in the Digital Landscape
One of the most familiar conversations in the publishing world today revolves around the impact and relevance of editorial content in the age of content creators and influencers. Does an editor’s word still carry the same weight as that of an influencer? Amid this quiet concern, Buensalido offered reassurance to a room full of editors: their words still matter.
“We believe that all the smart PR agencies and brands recognize that beauty media remains incredibly impactful and highly relevant—even today, when much of the momentum comes from online,” she shared. That moment brought a collective sigh of relief—a much-needed assurance that editorial voices still hold power in a fast-paced media landscape.
Of course, the conversation goes beyond just impact and relevance. For any writer, there’s a responsibility to investigate, research, and ultimately deliver honesty—a principle that PR agencies and beauty brands deeply understand. As Buensalido aptly put it, “You can still deliver that value in a way that a lot of other platforms can’t.” It’s this credibility that gives true value to the products and services that are featured in editorial content.
Beyond the Expected Transaction
The relationship between PR and editorial is far more layered than it may appear at first glance. To an outsider, it might seem like a simple invite-then-article exchange, but that’s not the case at all. In reality, the dynamic is built on collaboration, trust, and a mutual understanding of how stories are shaped and shared.
What sets PR apart from advertising is its intention. The expectation to create content isn’t the practice of PR because, for them, their goal is rooted in authenticity and storytelling. The objective isn’t just to create content—it’s to cultivate meaningful narratives that align with a brand’s essence while allowing editorial voices to shine through with integrity.
As Buensalido explained, “Our picture of success is when you tell your stories in your own way—when you understand the brand, the product, the service, and through your unique media outlet, truly share with your readers what it’s all about.”
To give writers better support, the PR team must move with continuous curiosity and genuine concern. Their role is not just to provide information—it’s about understanding the unique tone, audience, and purpose of each media outlet. This act alone gives the intention more depth. In other words, PR is editorial’s biggest fan.
An often-forgotten practice in the editorial role is communicating feedback. What was done right and what was lacking in these events? Granted, these conversations are sometimes considered taboo, for fear of offending agencies and brands. However, these insights are invaluable for PR teams to further elevate their approach and better support what the editorial needs.
Buensalido explained, “From our perspective, we want to offer value before following up or asking you to publish something. How can we help? How can we give you better angles? For us, the goal isn’t just to get coverage—it’s about building a true partnership and helping you do your job, all while respecting your editorial talent and integrity.”
Speak with Truth and Depth
Now comes the favorite topic amongst writers and editors, and that is integrity. In all honesty, the process of crafting stories becomes difficult when brands and partnerships enter the picture. It raises an important question: Should writers bear the responsibility of maintaining these relationships through their articles?
Buensalido offers a grounded perspective: “We try to illuminate [our clients] on your freedom, because when you’re able to write from a place of integrity—from a place of truth—it brings so much value back to the brand, the product, or the service you’re talking about.”
In other words, authenticity doesn’t compromise brand value—it enhances it.
Understanding the impact of your words extends far beyond the writer’s document—it’s a responsibility that should never be taken lightly. Integrity isn’t just about authenticity and honesty; it’s also about the moral principles a writer upholds when creating stories.
“The more you are honest, and we see that you are honest in your reviews or your work, the more we tend to trust you,” shared Buensalido. And as Gen Z might say, that’s a hot take worth noting.
If there’s truly a divide between PR and editorial, then we respond with purpose as we usually do. Push for stories that have the power to plant seeds in your readers’ minds, and shine a light on topics that others may shy away from—and this goes beyond just beauty. Once you’ve caught sight of the powerful collaboration between the two sectors, that’s when you’ll discover the truly beautiful creations they can produce for the industry and its readers.
