Why Your Company Isn't Getting the PR It Deserves (and How to Get Media Coverage)
Do you feel like your competitors are beating you to the punch when it comes to public relations and earned media features? Do you feel your organization has stories and expertise to share, but you're not getting the recognition you deserve? You're not alone. In more than 15 years of media relations work, including seven years leading communications for Local First Arizona, I've seen the same few issues keep good companies out of the news.
Here are six of the most common reasons, and what to do about each one.
Ownership Issues
1. No one is assigned to the role
As with most things, if no one is responsible for it, it's not going to get done. If your PR strategy is to hope reporters will come to you, that won't happen unless you've already built media relationships and established your company as a go-to source. Getting to that status takes real time and effort from an experienced PR professional.
2. The person assigned to the role has too many other responsibilities
Many companies hand PR to their head of marketing. They may be capable of the work, but they can't do it well while also running a marketing department, executing marketing strategy, and monitoring ad spend. A dedicated person focused on PR strategy and reputation management is what produces consistent results.
3. The person assigned to the role doesn't have the experience
Public relations is a communications function, but that doesn't mean every communicator has the experience to plan and execute a PR campaign. PR is least successful when it's treated like marketing. Assigning it to a social media coordinator or marketing manager who hasn't developed core PR skills won't generate the results you're looking for.
Systems Issues
4. No one has built a system for spokespeople to share expertise
Your organization almost certainly has untapped expertise and stories. But do you have a system to find them, organize them, and pitch them to the right media? Many companies struggle with PR because they haven't built the infrastructure to support it. That includes identifying and preparing spokespeople, setting up a rapid response process, and creating a routine for mining stories across the organization.
5. You're too slow to engage or respond
Media doesn't wait. When a reporter sends a query you're qualified to answer, there are likely dozens of other experts ready to respond first. If you aren't engaging proactively and responding quickly, you're missing opportunities your competitors are happy to take.
Expectations Issues
6. You're not giving PR enough time to work
PR and marketing can be integrated, but they are not the same. Treating PR like a paid campaign means expecting results on a marketing timeline. If your organization hasn't invested in strategic public relations before, you're starting from scratch. Planning a strategy, building relationships, and earning those first placements takes time, typically 60 to 90 days for initial media results and longer for lasting changes in reputation.
How to Get Media Coverage That Lasts
Take an honest look at which of these six reasons sounds most familiar. For most companies, it's more than one, and they tend to compound: no clear owner leads to no system, which leads to slow responses and missed opportunities. Solving any of these issues starts with putting the right person in place to fully own PR at your organization. Whether that's an internal hire or an outside partner, give them the focus, systems, and runway to do the work well. With that foundation in place, the coverage you've been hoping for will follow.
Frequently Asked Questions
How do I get media coverage for my company?
Start by assigning a dedicated, experienced owner for PR. From there, build relationships with reporters who cover your industry, prepare spokespeople who can speak with authority, develop a steady pipeline of newsworthy stories, and respond quickly to media requests. Consistent effort over several months is what turns occasional mentions into regular coverage.Why isn't my company getting press coverage?
The most common reasons are that no one owns PR, the person who owns it is stretched too thin or lacks PR experience, there's no system for finding and pitching stories, the company responds too slowly to media, or leadership expects results too quickly. Each is fixable once someone is fully accountable for the function.What is earned media?
Earned media is coverage your organization receives without paying for it, such as news articles, interviews, features, and expert quotes. Because a journalist or third party chose to feature you, earned media carries more credibility than advertising and builds trust with customers, partners, investors, and future employees.Should PR be handled by the marketing team?
PR and marketing work best when they're coordinated, but they require different skills. Marketing focuses on paid and owned channels, while PR focuses on media relationships, reputation, and third-party credibility. When PR is added to a busy marketing leader's plate, it's usually the first thing to slip.Is it better to hire in-house PR or work with a PR firm?
It depends on your volume of news, budget, and need for senior expertise. An in-house hire offers daily proximity to the business. An outside firm or senior consultant brings established media relationships and experience across industries and can start delivering faster. Either way, the person needs the time and authority to own PR fully.How long does it take to get media coverage?
With an experienced PR professional and existing media relationships, initial placements typically appear within 60 to 90 days. Building a reputation as a go-to source for reporters takes longer, often six to twelve months of consistent outreach, thought leadership, and responsiveness.What makes a good company spokesperson?
A strong spokesperson has real expertise, can explain complex topics in plain language, stays on message under pressure, and is available when reporters need them. Media training helps spokespeople prepare key messages, handle difficult questions, and deliver quotable answers that reporters can use.How quickly should you respond to a media request?
As fast as possible, ideally within an hour or two. Reporters often work on same-day deadlines and will move to the next qualified source if they don't hear back. Having pre-approved spokespeople and a clear internal approval process makes rapid response possible.What do reporters look for in a story pitch?
Reporters look for stories that are timely, relevant to their audience, and backed by credible sources or data. A strong pitch is short, explains why the story matters now, and offers access to a knowledgeable spokesperson. Pitches that read like advertisements are usually ignored.How do I find stories within my company to pitch to the media?
Look for news in new hires, partnerships, customer results, research or data you've collected, community impact, and your leaders' views on industry trends. A regular process for gathering ideas from across departments ensures you always have relevant stories ready when opportunities arise.
If you're wondering why your company isn't getting the coverage it deserves and want senior counsel, I'd love to hear about it. Reach out to Blaire & Co. and let's talk.