Understanding Why PR Works For Everyone Except You

Every few months, I hear it.

“PR doesn’t work.”

And every time, I want to gently slide a mirror across the imaginary table and ask a few questions. Because most likely, that person has a warped perspective on what public relations is in the first place.

Before you write PR off as a waste of time or money, ask yourself the following:

Do I Actually Know the Difference Between Public Relations and Advertising?

Let’s start here because this is where most people get it twisted. 

Advertising is paid placement. You pay whatever the invoice is and you get exactly what you’ve asked for and it runs when you say so. This could be for a billboard, TV commercial, radio ad, etc.

Public relations is earned visibility. You earn attention, credibility, and trust through storytelling, relationships, and strategy. This can look like a doing a series of morning show interviews to promote your memoir.

PR doesn’t guarantee overnight sales. What it does build is authority, relevance, and reputation—the things that make people choose you before they ever pull out their credit card. If you hired a publicist expecting ads disguised as media coverage, the disappointment makes sense, but that's not your publicist's fault.

Am I Nurturing and Leveraging the Connections I Already Have?

PR isn’t magic—it’s momentum.

You don’t always need a brand-new contact. Sometimes you need to better leverage:

• The journalist who already interviewed you

• The influencer with a podcast who engages with you on social media

• The conference organizer you graduated with

  
  

Visibility compounds when relationships are nurtured. If you’re collecting contacts but never following up, pitching, or collaborating, PR will feel slow—even when opportunities are sitting right in front of you.

Do I Execute When I’m Supposed To?

Great ideas don’t make headlines. Execution does.

If your publicist pitched you as an expert and you:

• Missed deadlines

• Didn’t approve talking points

• Failed to show up prepared

• Didn't implement the initiative he or she suggested for a holiday campaign

  
  

That’s not PR failing; that’s a breakdown in partnership between you and the team you hired. Publicity rewards consistency, responsiveness, and follow-through. Brilliant ideas mean nothing if they live forever in your Notes app, so you shouldn't throw a fit when your competitor runs with that same idea. 

Am I Confusing Lack Of Revenue With Not Being Visible?

PR activity increases visibility, not instant cash flow. If your backend isn’t ready, you have no clear offer, no funnel, and no follow-up strategy—Guess what? Media exposure alone won’t fix that.

Visibility opens doors, and revenue requires infrastructure. When people see you on television, the next thing to do is follow you on social media and/or visit your website. If there’s nothing there to capture a lead or make an instant sale, how do you expect PR to work in your favor? 

You may be getting back to back press hits, but it can’t make anyone bust a move to shop with you, or book your services without clear messaging.

Am I Playing the Game Of Bait and Switch With My Publicist?

Be honest. Did you hire a publicist for one thing and then quietly expect them to do everything?

Your publicist is not necessarily responsible for:

• Marketing strategy

• Sales coaching

• Social media management

  
  

When expectations change, but communication doesn’t, frustration grows on both sides. Last year I had a client who hired us via her nonprofit organization. In our bi-weekly meetings, she would ask me how many speaking engagements did I confirm for her personal brand...

Huh?! That's not in the proposal you approved, ma'am!

The best PR results come from clear scope, clear goals, and mutual accountability.

Do I Publicize My Wins—Or Do I Keep Them To Myself?

Closed mouths don’t get media coverage.

If you’re winning awards, launching new programs, hitting major milestones, but no one knows because you didn’t share it with the publicist you hired... How can PR can’t amplify what it doesn’t have on its desk?

Some stories can be evergreen. However, media coverage typically thrives on timely, tangible wins. If you’re waiting until everything is “perfect” before announcing, you’re missing opportunities for momentum. 

On the flipside, it’s also imperative to “publicize the PR”. Meaning, your press and media coverage should be sent to everyone you know! This is content for your newsletter, text alerts, and all your social media accounts. 

Did I Have the Right Budget For the Level Of PR Support I Expected?

Let’s talk numbers, without feeling "pocket-shamed".

High-level PR requires:

• Strategy

• Pitching

• Relationship management

• Constant follow-ups

• Media training

• Thought leadership development

• And more

  
  

If the budget only allowed for local morning show pitching, but the expectation was to be live in New York City chopping it up with Charla and the gang, the disconnect isn’t about effort—it’s about resources. PR is an investment for financially prepared people.

Your Approval Rating Isn't As Wonderful As You Think It Is

No matter how well you curate your Instagram feed, the general public can't love you or respect you if they have good reason not to.

Have you done something to rub your audience the wrong way? Did you side with an entity or idea that goes against your business's mission statement?

If the answer is yes, you have to publicly remedy the situation with a strategic and sincere plan of action. Otherwise, those turkeys you passed out for Thanksgiving will only aid as a tax write off.

Now Let's Summarize These Revelations

Public relations works best when:

• You understand what it actually does

• You’re visible and ready

• You participate actively

• You communicate honestly

• You invest realistically

• You make ethical choices that reflect how you want to show up

So before saying “PR doesn’t work,” ask yourself: Did I do that?

Because when PR is done right—and positioned with clarity, consistency, and commitment—it doesn’t just work. It works long-term. And that’s the kind of visibility every brand or business should strive for!

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