Why PR might not be the right fit for your company

by SF Agency
August 22, 2024

All right. We might set off some alarm bells here. But it’s important to be honest: PR isn’t for everyone. If you’re considering engaging in public relations, here are three major signs that PR might not be the appropriate choice for you. At least not at this moment.

1. You’re in a rush for results

Public relations is a long-term strategy. If you require immediate results and are impatient for quick wins, PR is likely not the most suitable channel for you. Unlike advertising, where you can launch a campaign and observe metrics almost instantly, PR takes time. Building relationships, crafting the right narrative, and securing media placements can take weeks, if not months. A ramp-up period of 30, 60, or even 90 days should be anticipated before substantial coverage is achieved. Patience is essential.

2. You’re uncomfortable with the onboarding and pitching process

The initial stages of a PR campaign can be challenging, particularly during the onboarding phase and while pitching to media outlets. It is a period of uncertainty and waiting, which can be disconcerting if you are someone who desires immediate action and results. PR professionals understand that this discomfort is inherent to the process, and enduring it is crucial to securing meaningful coverage. If you find this phase difficult to navigate, PR may not be the right fit for you at this time.

3. You’re focused on immediate ROI and money spent

PR is not the most straightforward channel to quantify in terms of direct return on investment (ROI). If you are seeking immediate financial returns and need to justify every expenditure with concrete metrics, PR may not meet your expectations. The true value of PR lies more in building credibility and reputation—intangibles that can be challenging to measure in strict financial terms. Unless you are engaged in affiliate or product PR, where direct sales can be linked to coverage, tracking the financial ROI in traditional PR efforts may prove difficult.

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The true value of PR: credibility and reputation

So, what is the upside? The real value of PR is in building credibility and reputation—two of the most powerful currencies in business. Securing a cover feature in a major industry magazine or being highlighted in a key trade publication can set you apart from the competition. In the same way, being featured as a thought leader, quoted in a leading publication, or having your ideas showcased in an article can significantly elevate your reputation. In a similar way, receiving positive reviews or endorsements from influential figures in your industry can be transformative for your brand. It is not merely about visibility. It is about earning the type of credibility that money cannot buy. PR is about laying down a foundation of trust and authority that can propel your brand forward in ways that advertising and direct marketing simply cannot.

If any of the three things listed resonate with you, it may be prudent to reconsider whether PR is the right move for you at this time. PR requires patience, resilience, and a long-term perspective. However, if you value credibility and reputation, and you are committed for the long haul, PR can be one of the most valuable investments you make for your brand. In the world of branding, there is no stronger currency than earned media.