Good things come to those who wait: Why patience is a virtue in PR

WRITTEN BY CHELSIE FISHER 

We live in a digital age where brands seem to go viral and gain overnight success, but behind most media moments is a publicist or an agency with a long-haul strategy built on nurtured relationships, strategic communication and branding.  However, for brands looking to build awareness and brand equity, PR is a marathon, not a sprint – we’ll explain. 

Consistent messaging and strong values are the foundation of building a brand in the media 

Brand identity can be leveraged in the media to harness engagement– a catalyst to nurture credibility, reputation, and trust from the audience (and potential clients). Unfortunately, PR isn’t a silver bullet – and pitching and praying after a single media release doesn’t guarantee coverage. To put it into perspective for you – a journalist once told us she gets sent around 200 pitches a day – one pitch is a drop in the ocean – especially if the angle is lacking or there isn’t an existing relationship with the journalist.  

Why is PR a long game? 

Unlike your nail lady, when it comes to the media, you can’t just call or send a message and expect to land a feature in your chosen publication. Effective PR relies on a bespoke, long-term media relations strategy that supports your brand’s goals and objectives. This means nurturing your relationships with the journalists you want to connect with and crafting mutually beneficial story angles for your brand and the publication's audience.  

It's not just about getting a single media hit, but consistently aligning your brand with media that echoes your brand’s messaging and builds credibility with your audience. Slow and steady wins the race – by being patient and taking sustained efforts to carefully position your brand, you can gain invaluable results. 

How long do I need to wait before I see the results? 

How long is a piece of string? There are lots of variables that affect your appeal to a journalist, in fact; we wrote about it in a blog post here. These factors will dictate how newsworthy your story is.  

If you’ve already received coverage in the past, the journalist will likely be more familiar with your brand, boosting your chances of getting media again.  

The media world is always moving - and unfortunately, we can’t control current events and how they impact news cycles. Evergreen topics are a double-edged sword because their angles aren’t time sensitive, but they battle against topics that are; for example - festive seasons, key political dates, and natural disasters.  

This is why we prefer to work with clients for a minimum of three months or more because even journalists or reporters can’t control when things get published. 

However, if you are going to secure coverage, it will happen anywhere from a couple of weeks to six months after pitching – and anywhere from six months to see the full impact on your brand.  

Don’t feel disappointed if you don’t see immediate results – keep going and stay committed to your PR efforts. With persistent efforts and a strong strategy, you’ll get there! 

Persistence always pays off

It’s a long game - but trust the process and don’t drop the ball! 

Publicity positions your brand in front of your target audience - staging your competitive advantage and building credibility through third-party endorsement from trusted sources.  

Want to find out more about how we can help you share your story with the media? Check out how you can work with us here or get in touch.