PR Not Working? 5 Questions for Your PR Check

Whether you have an in-house PR department or work with an external agency, not every campaign delivers the desired results—especially when it’s unclear what those results are supposed to be. Companies that are skeptical of PR are often quick to switch agencies when things aren’t going well. That’s why here are five questions every CEO and CMO should ask themselves when their PR isn’t delivering.

1. Set Goals

The first question you should ask yourself is: Have I set specific goals? Ideally, these should consist of clearly defined KPIs that have been agreed upon with the responsible PR agency or PR department from the outset.

On the one hand, these KPIs help make success visible. On the other, they ensure that the PR team can focus its efforts on achieving those goals from the very beginning. The goals you set should be clear and measurable—for example, the number of Tier 1 media placements per quarter.

2. Invest Time

The next question you should ask yourself (and your PR team) is: Are we investing enough time in media outreach?

If PR is an afterthought for you, it’s hardly surprising when the results don’t materialize. For smaller goals, two to five hours per week may be enough. But if you expect more, you need to ask yourself: Is my team investing enough resources in building and nurturing media relationships? Is there enough time to do this work properly?

3. Get personal

Ask specifically: How are the PR professionals responsible for your account approaching media outreach? Are they actually pitching tailored stories to our target journalists?

Personalized outreach is the key to successful PR. Sending emails or press releases through distribution lists may save time, but it rarely leads to high-quality results. Journalists are people too, with their own goals and interests. The more relevant the story, the more likely they are to cover it.

Ask yourself whether your messages are truly tailored to your target journalists.

4. Stay in Contact

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How much time does my PR department or agency actually spend calling and meeting with relevant journalists?

In today’s digital world, it’s easy to underestimate the importance of personal relationships. However, our experience shows that a significant share of PR success comes from direct, personal contact—often over the phone.

That doesn’t mean these relationships need to have existed for years. But make sure your PR team maintains active and regular communication with your target media.

5. Evaluate Regularly

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Ultimately, you should ask yourself whether your PR results were actually effective in achieving your goals. Did you want to generate leads through PR? Then neither small mentions in articles nor an interview in a major business publication will help if your target audience doesn’t read that outlet.

So, regularly reassess your PR goals and target audiences, and whether your PR efforts are actually supporting your desired strategic objectives.

Conclusion

By asking yourself these questions regularly—and answering them honestly—you can ensure that your PR strategy stays on track and delivers the desired results. Adaptability is crucial in the fast-paced world of PR. Changing course isn’t always a failure—it’s an opportunity to learn.

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Still not enough?

No problem. We’ve taken a deeper dive into the topic and created a complete whitepaper.

Business Insights: No Results? 5 Questions to Ask When Your PR Isn’t Working