From Fax Machines to Feeds: “Friends”-Era PR Then and Now
Central Perk - the iconic coffee shop on Friends.
Among my favorite ‘90s shows is Friends. There’s just something about the iconic characters’ coffee-fueled chaos that still hits. Funny how so much has changed in our world since the show’s debut 30 years ago, yet the quirky comedy remains a go-to comfort show— even for Gen Z.
The same could be said about public relations: a lot has evolved, but the fundamentals? Still there.
Back then, when Phoebe first serenaded us with “Smelly Cat”, a glossy press kit in a FedEx envelope was the PR equivalent of Monica’s apartment window - showing everything you needed and then some to tell the full story. And a well-timed stunt could get you on the local evening news.
We’ve come a long way.
But if you squint (or maybe tilt your head like Chandler during a sarcastic comeback), you’ll see today’s PR pros still chasing what their ’90s counterparts did: attention, trust and relevance. The only difference? The tools—and the timelines—have gotten a whole lot stealthier.
So, silence the pager, take a seat on the orange sofa, and let’s chat about how much we’ve seen PR pivot.
THEN: Faxed Pitches & Press Kits
NOW: DMs and Reels
In the Friends era, we pitched stories via fax—yes, actual paper—and mailed out press kits with headshots, bios, and CD-ROMs.
Today, pitches slide into reporters’ inboxes or DMs. Press kits are digital. And storytelling? It's packed into 30-second Reels with lo-fi audio and trending sounds. Video production has gone mainstream with the click or two of a smartphone.
THEN: “Can We Get on Good Morning America?”
NOW: “Is This Post Viral worthy?”
Legacy media still matters but getting social goes beyond a seat on the sofa at Central Perk. We now rely on TikTok traction, influencer duets, and that elusive algorithm bump. Instead of hoping for a three-minute segment on national TV, today’s brands want their fame in the feed.
THEN: “We’ll Get Ahead of the Story”
NOW: “We’d Better Already Be There”
Crisis communications used to mean carefully crafted, reactive statements (maybe typed on Rachel’s clunky laptop?). Today, it’s about live-monitoring, drafting tweets before the press release drops, and staying ahead of Reddit before it turns your misstep into a meme.
Remember when Ross got interviewed on TV and ended up being mocked on-air? I’m guessing he’s glad there was no such thing as Threads back then.
Proactive crisis management is the Gunther of PR—quiet, ever-present, and best noticed when things are running smoothly behind the scenes..
THEN: One Spokesperson, Many Outlets
NOW: Many Voices, Many Channels
Back in the day, the spokesperson was singular—well-trained, media-coached, and dressed for a sit-down with Katie Couric.
Now? Everyone’s a spokesperson with a platform of their own. Employees, customers, TikTok creators, even unhappy customers on Google. We have solutions like online forums, brand ambassador programs and chatbots to engage and build thoughtful messages with our audiences.
OK, so what’s still the same?
Despite all this change, some things are as timeless as Friends reruns:
Storytelling still wins. A good hook, a surprising moment, or something painfully human will always rise to the top. Just like your favorite episode you can quote on demand.
Relationships matter. Whether you’re pitching to a TV producer or a content creator with 2K followers, people work with people they like (and trust).
Reputation is everything. One misstep still undoes a dozen good stories. The stakes haven’t changed—just the speed of the fallout.
Could today’s PR be any different? While the tools have advanced and the timeline’s tighter, the heart of PR still beats with authenticity and genuine connection.
