Expectations aren’t clear. If you’re bringing on a PR agency anticipating vague outcomes like “brand visibility” or “thought leadership,” think more deeply. One company’s visibility is another’s table stakes. It’s best to agree upon specific goals and carefully worded messaging for your program. You should also choose news outlets, social platforms, and content distribution strategies to target, among other elements. Here, the devil is truly in the details. The PR Council offers some very useful guidelines, including this PR relationship “owner’s manual.”
You don’t have news. Working journalists are looking for something new, timely, or relevant to their particular area. While a PR team’s expertise can help identify and develop a pitch, it needs the raw material (example: a new website isn’t news.). It’s important that you or your PR agency put yourself in the reporter’s shoes and approach him or her with needs in mind.