Public Relations (PR) is like building a fire: You need a solid foundation to ensure lasting success. And that can take time and skill.

While it’s true that some campaigns can take off with a flash, for most the journey is slower. But for those who are willing to stay the course — patiently and persistently — and follow some tried-and-true strategies that lay a solid foundation, the fire will likely catch and hold steady. 

Managing Expectations

Before starting on any PR journey, it’s crucial for publicists to manage their clients’ expectations and help them be realistic. No PR agency should ever guarantee coverage. Instead, the value lies in crafting compelling, unique angles and staying on top of industry trends. The success of placing a story hinges on timing, relevancy and newsworthiness. 

Having established contacts and access to PR databases like Muckrack or Cision can be immensely helpful, though creative research can also yield valuable media connections. Creating opportunities for stories requires a deep understanding of the media landscape and finding ways to contribute meaningfully to ongoing conversations.

Starting Small and Building Momentum

One effective PR strategy is to encourage clients to participate in smaller interviews and podcasts. These opportunities not only serve as excellent practice and media training, but also offer potential long-term benefits. Today’s small podcast could be tomorrow’s major platform.

Take, for example, the journey of iconic actor Corey Feldman. When I began working with him, his press image was less than ideal, particularly concerning his music career, which was not as established as his film career. I advised Corey to take on any reasonable interview related to his music. 

This incremental approach paid off when we finally secured a performance on The Today Show, marking his first nationally syndicated music performance. The performance went viral, significantly boosting his career and leading to sold-out shows. This example underscores the power of a single significant PR hit, which often requires time and persistence.

The Power of Following Up

While paid opportunities can be beneficial, nothing matches the impact of organic PR. Genuine media coverage builds credibility and trust, often leading to sustained success. It’s essential to be patient and persistent. There have been instances where I’ve pitched to journalists for months without a response, only to receive an amazing reply later on. Keeping those “patient pants” on is vital in this field..

An example of this is my experience with our client Grasshopper Farms in Michigan. I had been pitching the Detroit Free Press about their new product launch, and a couple of months after my initial pitch I heard back that they were doing a product roundup and would love to include Grasshopper Farms’ new product. 

Luck and timing can definitely play a part, but consistently following up and staying on their radar will help keep your client top of mind. This experience underscores the importance of perseverance in PR — never underestimate the power of a timely follow-up.

In Conclusion

The effectiveness of PR lies in its ability to build a solid foundation of trust and credibility over time. It requires patience, persistence and strategic efforts to navigate the crowded media landscape. By managing expectations, starting small, and continually following up, publicists can achieve significant, long-lasting results for their clients.