Every exec, or every client, dreams of a big news splash – whether it’s The New York Times, or The Joe Rogan Experience. Press is good, exposure is good, and everyone wants it.
But although PR is great when it works, it can also be a grind. From securing media coverage to establishing your brand’s authority, PR can amplify campaigns and build trust with your audience. But making the most of PR requires more than sending out press releases—it demands being savvy, thinking about your unique use case, setting strategy, driving collaboration, and establishing measurable objectives.
At BT, we’ve worked on a lot of PR splashes over the years, and been part of big announcements, from multi-million dollar funding rounds and acquisitions to big product pivots. We’ve collaborated many times with the brilliant folk over at Escalate PR.
Whether you’re an in-house marketer or a marketing agency representing clients, these five principles will help you maximize PR efforts and get the most out of partnerships with PR agencies.
1. Set Clear, Measurable Goals
PR success starts with well-defined objectives. Are you aiming to increase media mentions, drive website traffic, enhance your thought leadership, or manage a reputation crisis? By identifying the “why” behind your PR efforts, you can set tangible metrics to measure success.
Why It Matters: Clarity ensures your PR team focuses on the right opportunities, avoiding wasted effort and misaligned campaigns. It also makes it easier to evaluate ROI.
Pro Tip for In-House Teams: Align PR goals with larger marketing objectives. For example, if you’re launching a product, ensure media outreach complements your ad campaigns and email marketing.
Pro Tip for Agencies: Share KPIs early with PR partners and provide them with campaign data so they can tailor their strategies to your specific needs.
2. Foster Open and Transparent Communication
PR is a team sport. To achieve the best results, treat any PR agency as an extension of your team. Share your goals, timelines, and expectations openly, and encourage two-way communication. Regular check-ins and shared collaboration tools can keep everyone on the same page.
Why It Matters: Strong communication helps your PR agency craft pitches and campaigns that align with your vision and marketing initiatives.
Pro Tip for In-House Teams: Provide PR agencies with all relevant marketing assets, including visuals, campaign calendars, and messaging guidelines. This ensures seamless integration of efforts.
Pro Tip for Agencies: Establish clear communication channels with your client’s marketing team. Offer regular updates on progress and proactively suggest new opportunities based on your expertise.
3. Deliver Stories, Not Just Messages
Great PR is about storytelling. Journalists and editors are looking for narratives that will resonate with their audiences, not just promotional messaging. Equip your PR agency with meaningful stories—unique angles, data-driven insights, or human-interest elements that set you apart.
Why It Matters: Strong storytelling turns pitches into published features, building credibility and deepening audience engagement.
Pro Tip for In-House Teams: Highlight the human side of your brand, such as employee initiatives, customer success stories, or behind-the-scenes innovations.
Pro Tip for Agencies: Guide clients in identifying and shaping compelling narratives that align with their brand’s mission and values.
4. Leverage Analytics to Drive Continuous Improvement
PR doesn’t have to be a guessing game. Use data to track the impact of PR efforts and refine your strategy over time. Metrics like share of voice, media impressions, backlink quality, and web traffic can help quantify PR success.
Why It Matters: Data-backed insights show what’s working and what’s not, enabling smarter decisions and better resource allocation.
Pro Tip for In-House Teams: Collaborate with your PR agency to create a dashboard that links PR outcomes with overall marketing metrics, like lead generation or conversion rates.
Pro Tip for Agencies: Provide regular performance reports that show tangible results to your clients, reinforcing the value of your PR efforts.
5. Think Long-Term for Sustainable Results
PR is a long game. While a well-timed campaign can generate quick wins, sustained success comes from building trust and credibility over time. Invest in long-term strategies that nurture relationships with key journalists and media outlets.
Why It Matters: Consistent, authentic PR builds a reputation that lasts, creating ongoing opportunities for visibility.
Pro Tip for In-House Teams: Develop evergreen content, such as white papers or thought leadership articles, that your PR agency can pitch year-round.
Pro Tip for Agencies: Position clients as experts in their field by creating and distributing regular, high-value content that aligns with their industry trends.
How Marketers and Marketing Agencies Can Build PR Momentum
Both in-house marketing teams and marketing agencies can harness the power of PR to amplify campaigns, build trust, and generate measurable business outcomes. By adopting these principles, you’ll set the stage for stronger collaboration, better results, and lasting impact.
Whether you’re an in-house marketer partnering with a PR firm or a marketing agency managing PR on behalf of clients, success comes from clarity, collaboration, and a shared focus on value. Start implementing these strategies today to transform your PR efforts into a key driver of growth and credibility.