We’ve Been Doing PR Wrong – Let’s Rethink Our Strategy

PR is often the first line of connection between a brand and the world. But too often, public relations is misunderstood as simply a tool for damage control, buzz generation, or one-time announcements. The reality is that effective PR is a powerful, ongoing strategy that builds trust, authenticity, and influence over time. It’s a cornerstone of any brand that wants to create lasting connections with its audience, partners, and media.

If your PR efforts haven’t been yielding the results you’re hoping for, you may be falling into some common traps. In this edition, we’ll walk through the most frequent missteps in PR, why they happen, and how to rethink your approach. Let’s dive into the world of effective public relations, with some thought-provoking questions to help guide your strategy in a new direction.

Mistake #1: Viewing PR as a “Quick Win” Tactic

The number-one error brands make is treating PR as a short-term fix for quick visibility or temporary engagement. While it can be tempting to focus on landing a few big news stories, this “quick win” approach overlooks the true, long-lasting potential of a comprehensive PR strategy.

Reframe It: PR is a long game that requires consistent effort. Building strong relationships with journalists, industry influencers, and thought leaders takes time. Consider the following:

• How often are you connecting with your media contacts without needing something specific?
• Are you creating moments for your brand to be memorable even when you don’t have news to share?
• What’s your strategy for remaining relevant and maintaining those relationships long-term?

Mistake #2: Not Defining a Clear Brand Story

Imagine your brand as a person—what is their personality, voice, and story? If your PR efforts lack a consistent narrative, it’s easy for audiences to feel disconnected or confused. Without a clear story, you risk coming across as just another brand competing for attention, rather than standing out as a unique voice in your industry.

Reframe It: Develop a compelling, cohesive story for your brand that resonates across all your PR efforts. When your story is clear, every interaction with the media becomes an opportunity to reinforce that message. Some questions to consider:

• What are the key messages or values that define your brand?
• How does your PR narrative differ from your marketing narrative, if at all?
• Are there personal stories, anecdotes, or behind-the-scenes elements that could bring your brand story to life?

Mistake #3: Ignoring the Value of Digital PR

Traditional media outlets remain crucial, but a well-rounded PR strategy also includes digital PR efforts like social media, podcasts, blogs, and influencer partnerships. With digital PR, you can target niche communities, connect with audiences in real time, and engage with them where they already are online.

Reframe It: Consider digital PR as an extension of your brand. Beyond press releases and print mentions, how can your brand leverage digital spaces to expand its influence? Reflect on:

• What role could podcasts, blogs, and social media influencers play in your PR efforts?
• Are you engaging with online publications that align with your brand’s niche?
• How can digital PR help reach audiences who may not engage with traditional media?

Mistake #4: Treating PR as a One-Way Channel

It’s tempting to use PR to simply “push” messages to your audience. But genuine PR goes two ways. Rather than focusing solely on broadcasting your latest news, effective PR also listens to audience feedback and adapts based on what’s working (and what’s not).

Reframe It: Think of PR as a dialogue. What would happen if you treated PR as a conversation rather than a monologue? Here are some questions to help:

• Are you responding to comments, feedback, and questions from your audiences?
• How often do you engage in active listening through your PR channels, like social media and press mentions?
• How can you use PR to foster relationships, not just awareness?

Mistake #5: Underestimating the Power of Metrics

Some think PR is “unmeasurable” – but today, that couldn’t be further from the truth. Without tracking the performance of your PR efforts, it’s difficult to know if you’re meeting your goals or if you’re just spinning wheels. Metrics allow you to make data-driven decisions, refine your approach, and ultimately, get better results.

Reframe It: Make metrics a priority. Imagine tracking your PR the way you’d track a marketing campaign. Ask yourself:

• What are the most important metrics for your PR strategy? Is it reach, engagement, sentiment, or something else?
• How can you establish clear, measurable goals for each PR campaign?
• Are there specific tools or platforms that could help you gather valuable PR insights?

Mistake #6: Overlooking the Influence of Timing and Consistency

Effective PR isn’t just about what you say—it’s also about when and how often you say it. Brands often overlook the importance of consistent, timely outreach in their PR strategy. If you only show up when you have major announcements, your brand may not seem trustworthy or reliable.

Reframe It: Make your PR presence felt consistently, rather than sporadically. Consider:

• How can you set a regular cadence of outreach, even if it’s subtle or less news-heavy?
• Are there seasonal or industry trends you can incorporate into your PR strategy?
• How often are you assessing your PR calendar to ensure consistency?

Wrapping It All Together: A New Vision for Your PR Strategy

Ultimately, PR is more than media coverage and reputation management; it’s a multifaceted, relationship-driven approach that can elevate your brand if done well. Effective PR requires a thoughtful combination of strategic planning, storytelling, and genuine audience engagement.

Are you ready to revamp your PR approach? Take a moment to consider which of these adjustments might benefit your brand and how you can incorporate them into your ongoing strategy. It’s never too late to pivot or refine your approach to maximize PR’s true potential.

Let’s hear from you! What PR challenges have you faced, or what questions do you have about building a strong PR strategy? Let’s keep the conversation going—reach out with your thoughts and feedback!