Amy Stern - 04/10/2026
Many people still believe that public relations (PR) is simply about disseminating a press release to journalists and hoping they’ll publish it but this remains one of the biggest misconceptions about what PR is and what it can do for your brand or company.
Research from Nielsen Norman Group, shows that readers only consume 20-28% of text on a typical webpage. Additional analytics reflect that the average time on a page is often under 60 seconds with users leaving within 10-20 seconds unless they’re immediately engaged. The same applies to journalists, who receive hundreds of pitches a day meaning that only sharing a press release is likely to be ignored.
In today’s competitive media landscape, it’s important to understand that PR is about existing relationships with media in addition to the art of crafting a pitch that is brief but at the same time effectively conveys the news value of your content. Another important distinction that I’ll cover later is what defines “news,” as a client’s perspective and the media recipient are often at odds on this basic premise, hence why the assumption that PR can be managed in-house often does not work.
Press Releases Still Play a Role- but they’re not enough to deliver coverage
Press releases still have an important role to play but they are only a small part of public relations. Most often they are used as background where a reporter can go for additional information on a topic, a tool that flushes out the details, but sending a release to a reporter will not deliver the end result, a bona fide placement in a prominent news outlet that communicates your client’s key messaging.
The problem with the assumption that a press release alone can deliver the publicity one seeks is that it lacks strategy. As we’ve said, today’s readers — journalists included — are looking to capture the key facts as quickly as possible. It’s all about brevity for the win, so a pitch that succinctly conveys what the news is your announcing and how that fits into the current news cycle or substantiates a trend will lead a journalist to respond many times over vs. just sending a press release. In addition, seasoned publicists will tailor their pitches to individual outlets, making it evident to the reporter that the news will resonate with their audiences.
In one instance, I landed a client on NBC’s Today Show with a 3-sentence pitch (no lie!). How was that even possible I was asked, and the answer lies in the fact that my pitch included these key factors:
- It was timely – specifically related to a seasonal topic which required an immediate call to action vs an evergreen topic that could appear any time and therefore could be tabled for later consideration
- It was innovative, something that was new to market
- It was educational– clearly articulating newsworthy tidbits the audience might not have been aware of previously
After the producer received my pitch, she reached out to learn more and that’s when I shared the long-form press release that filled in the blanks.
What PR Actually Does
At its core, PR is a strategic function focused on shaping and communicating your message externally. That could include announcing a product launch, highlighting an executive appointment, or positioning your company within broader trends like AI or automation. An adept PR agency will have the ability to take your brand-centric content and translate it via strategic storytelling into messaging that is newsworthy, essentially crafting a story that journalists want to share.
In addition to sharing your story, PR can promote reputation management, handling crises and negative publicity by drafting media statements, coaching corporate spokespersons to respond to inaccuracies in the media and to educate audiences about how they plan to mitigate a crisis or catastrophe.
Another key aspect of PR is its ability to promote executive visibility and thought leadership. An example of this was our agency’s ability to catapult a niche pharmaceutical start-up to industry contender by employing this strategy. Positioning the CEO as an individual with extensive industry experience and “a better way to make a mousetrap,” we were able to have him quoted on a variety of topics in key industry publications. His ability to provide insights on emerging trends, innovative safety practices and current regulatory requirements elevated his visibility and ultimately resulted in driving potential clients to its website in search of additional information while creating additional inquiries from industry reporters.
PR is also the key to ensuring there is consistency in messaging across all your marketing channels. Whether your PR agency of record is handling both traditional media relations and social media or you’re using two different agencies for these functions, it is important that both are speaking the same language.
Agency Value
While many folks start out thinking they can handle PR in-house, they quickly find out that it requires specialized expertise. Media are more likely to open and to respond to emails from individuals with whom they’ve cultivated long-term relationships with and external agencies have been developing these relationships for years. In addition to the likelihood of ensuring a positive response to pitches, these relationships also bring with them exclusive opportunities. As media build a comfort level with certain publicists based on their understanding of journalistic preferences and a grasp of the kind of information their audiences are looking for, they are more likely to come back to that publicist when seeking sources for future stories, special projects and industry insights, in general.
Timing is also critical when considering why some stories materialize and others don’t. With an agency’s sole focus being one that acts as a trusted resource for media, they understand that a delay in delivering imagery or executive commentary when a journalist is working on a breaking story, can and will result in their going elsewhere for a source—not just this time, but in the future. With recognition that a rapid response can make the difference between favorable press or that sinking feeling as you read your competitor’s name in print. They continue to monitor breaking news while you’re focused on running your business.
Finally, the objectivity that an external agency provides is often one of its most valuable assets. Too often brand managers and key executives are so inside of their story, that they lack the ability to see how it fits into the current news cycle. Often what the client views as news is interesting, but not newsworthy. That’s where the craftsmanship of PR comes in. A capable publicist can re-position the same facts in a way that resonates with the media, but even more impactfully, with the audience that that media outlet serves.
In between those new product launches, acquisitions or other major announcements, agencies can assist with keeping you in the news by creating it. As a result, your brand and company remain top of mind with existing clients while exposing you to potential new clients. By discovering and vetting opportunities like speaking engagements, bylines and strategic partnerships, your visibility can flourish.
So, if your press releases aren’t delivering the visibility you are seeking, perhaps it is time to consider an agency partner that offers expertise, access and a strategic vision for the future.
If you’d like to talk with us, feel free to contact me at astern@3epr.com.