Can confirm: Here's why publicists never guarantee results
If you’ve never worked worked with a publicist, you may be surprised to learn they won’t guarantee results. No matter how skilled, experienced or well-connected, it’s just not going to happen. (If it does, red flag!) With the significant investment that goes into PR, you may be wondering - why not?
There are a few things to know about PR
Press is cumulative, meaning it builds on itself. Short lead and digital press features can build an earned media portfolio to influence bigger, better opportunities
Brands must make their mark and take foothold in their niche/market before anticipating press (For example: consider the press power of going viral on social media)
PR is an investment of both money - and time
There are valuable press opportunities in areas other than traditional print media
Guaranteed press = advertising
And you pay significantly for it. The only way to 100% without a doubt ensure press right out of the gate is to pay for it, and advertising in traditional print magazines and even top blogs isn’t cheap - and the competition is stiff.
Let’s visualize all of this information
Say a company comes to our team with a budget of $30,000 for the year (this works out to $2500 per month, a low-end average for boutique PR agencies.) The typical cost of one print magazine advertisement is between $500 to $20,000, depending on whether the publication is local or national, the size of your ad, whether you use color and if you've negotiated a multiple-ad rate. You can spend as much as $500,000 to buy the inside front cover of some national magazines. (Source: Entrepreneur)
Using PR would arguably be a more strategic and results-driven way of using the same exact budget
With just one paid advertisement, your annual budget will have limited capabilities, if not be exceeded. Taking the same budget for this exemplary print advertising and using PR to generate momentum, earn short-lead press, potentially land bigger press opportunities, refining the branding, and audience experience along the way would arguably be a more strategic and results-driven way of using the same exact budget.
This is why there’s no guarantee
There’s no way for a publicist to guarantee the outcome because the outcomes are unlimited. There’s the possibility for a greater opportunity to arise than expected. Some months may be slower than others, others more deadline-driven. That’s one of the things we love most about PR - it’s always moving, unpredictable and adrenaline-driving. We often yield better results than we anticipated during strategizing stage.
It matters who you work with
Whether you’re looking to work with a PR agency for bridal PR, beauty PR, or any other lifestyle PR niche, it’s absolutely essential to ensure the chemistry and workability is in place. We talked about this topic earlier this month in our look at how we determine if a client has workable chemistry. If the agency you’re working with is actively pitching, strategizing and delivering results, then rest assured, the big media placements will come to fruition when the time is right.
Trust your publicist, set realistic goals and measure success regularly.
If you’re interested in discussing PR services, send us a message here. We’d love to chat!