PR is still too often measured by the quantity of coverage.
More media. More mentions. More visibility.
But the brands and organisations getting real results right now aren’t chasing volume – they’re building credibility.
And that comes from being more focused, more strategic, and far more connected to the media that matter to them.
- Don’t try to be everything to everyone
One of the most common PR mistakes is trying to be everywhere at once. It spreads your story too thin, dilutes your message, and ultimately weakens your impact.
The most effective PR strategies are clear on:
- Who they’re speaking to
- What they stand for
- Where they need to show up
It’s about showing up in the right places, consistently.
- Industry media is your foundation
This is sometimes overlooked, but it shouldn’t be.
Industry media is where credibility is built first. These are the outlets that:
- Understand your space
- Speak directly to your audience
- Value depth and expertise
They are your bread and butter. Building relationships here and genuinely knowing and engaging with what they’re covering is where strong PR begins.
- PR is built on relationships, not only releases
Sending a media release can be a starting point, however, it’s not the strategy.
Effective PR comes from understanding:
- What journalists are looking for
- What they’re planning
- Where you can genuinely add value
Sometimes that means sending a story. Other times it means asking:
- What do they need?
- What are they short on?
- Where can you contribute something that’s ahead of the news cycle?
Often, it’s simply about being helpful at the right moment.
- Not all content should be the same
A common trap is using the same content everywhere. Your media story, your website, your case studies – all identical. They shouldn’t be.
- Media content should be timely, news-led and story-driven
- Owned channels should go deeper and build authority
- Case studies should be relevant and specific
Each channel plays a role and when put together, they build a stronger narrative.
- Be ready when the opportunity comes
Timing matters more than most people realise.
If you’re putting a story out, your spokespeople need to be:
- Properly briefed
- Available
- Ready to respond quickly
Particularly for broadcast, there is no waiting around. If you’re not ready that day (or even that hour), the opportunity will likely pass.
- Understand how mainstream media really works
In most cases, media releases won’t be published as written, especially in mainstream media.
What you’re more likely to contribute is perspective:
- A quote
- Expert commentary
- Inclusion in a broader story
- A quick grab for radio or TV
So, the question becomes:
- Why should they choose your spokesperson?
- What insight are you bringing?
- What’s happening at a real, on-the-ground level?
- Why does it matter to their audience?
- Know your media – properly
This sounds simple, but it’s often skipped.
Take the time to understand the publications you’re targeting.
- Read them
- Follow the journalists
- Understand what they cover and how they tell stories
If you want to be part of the story, relevance comes from knowing where you fit.
- Turn coverage into something more
Coverage is only the beginning. Once you’ve secured it, think about how it can work harder:
- Can the insight become owned content?
- Can it be shared with your audience in a more meaningful way?
- Can it extend into newsletters or social content?
Not only “look at us”, but “here’s what this means”.
Engage with the media who covered it. Share their work (via links on social, not clips). Continue the relationship with the journalist further.
- Press releases still have a role – but they’ve evolved
The fundamentals haven’t changed, but the focus has. It shouldn’t be about your brand but about the story.
A strong release is:
- 95% story
- 5% brand
It’s grounded in what’s happening, why it matters, and who it impacts with your perspective woven in.
- Build your network, not only a database
Contacts are important, but relationships are what count.
Start with:
- Editorial emails
- The publication itself
- The people behind the stories
Pick up the phone if you need to. Use LinkedIn and other platforms to connect. Over time, this becomes a network you can work with, not only a list you send to. The more you invest in those relationships, the more valuable they become.
PR is about credibility
At its core, PR is about building trust. It’s about being seen as a credible, informed, and reliable voice in your space – someone worth listening to.
You can shape the message. You can guide the story. But ultimately, it’s the media that shares it – and that’s exactly why it carries weight.
Because it’s not coming from you.