Is Your PR Team Moving Too Slow?

Are you not seeing the results you want from your PR team?

It's something I hear all the time. Often, the team over-promised. When a brand allows us to audit their efforts (often they don't want to put the time into this) before we decide on partnering together, it's something we often discover.

Sometimes though, expectations for what a brand deserves in the media are overly inflated.

If you're not a modern PR practitioner though - as in you didn't make any media calls yourself in the last year - you may not realize how the landscape has changed. Relationships matter, but only to an extent.

Here's a quick snippet from a closed networking group I'm a part of. The journalist writes for a wide range of outlets and on a variety of topics (I'm not sure how she keeps it all straight). People on my team have a great relationship with her, and I've worked with her before too. All that said, her post is the reality in modern media relations right now.

On the consumer-products side, she received 35 packages yesterday.

Thirty-five! How many emails do you think she received that resulted in that? Earned media represents an incredible value, but it often doesn't happen overnight. I'll flood your inbox with thoughts on strategy and timing another time.