It was a typical Tuesday morning when my business partner and I found ourselves staring at an email that has become all too familiar in the world of public relations: "The launch story is out, it’s not nearly as big as I expected it to be, we need to talk NOW!" If you've spent any time in PR, you've likely received similar messages—panicked, urgent, and filled with unmet expectations. It's part of the job. Publicists quickly develop thick skins, becoming masters at managing the sky-high expectations of brand founders. But as I read through this particular email, a thought lingered: Do brand founders truly understand the complexities and time investment required in public relations and marketing?
The truth is, there’s a significant gap in understanding what it takes to build a brand through PR. Questions swirl in my mind: Do founders know the level of investment needed to make an impact? Are they aware of how long it takes to see results? Do they comprehend the intricate efforts required to secure even the smallest of PR wins? And more importantly, have we, as PR professionals, done enough to clarify what often feels like a mysterious process?
My career path—starting as a beauty writer and editor, moving on to serve as PR Director at Dior Beauty for seven years, and now co-founding MBA Partners with Matthew Snyder—has provided me with a unique perspective on what it truly takes to get a brand noticed. Let me be clear: it's not easy. The road to success in PR is long, arduous, and costly. However, I firmly believe that there’s always space for brands with compelling stories and a unique point of difference, provided the founders come to the table with a realistic understanding of what it takes to set their brand up for meaningful, lasting success.
The Truth Behind the Mystique of PR
I understand why PR can seem opaque to founders and investors. Unlike advertising or paid content, PR isn’t transactional. It doesn’t offer instant gratification. It’s a slow, brick-by-brick process, requiring patience, persistence, and a willingness to adapt. There’s no one-size-fits-all strategy, and the approach often needs tweaking at multiple points. Plus, there are no guarantees—ever.
Gone are the days when a buzzy launch party and a few calls to top editors at Condé Nast could get a brand off the ground (if those days ever truly existed). Yet, I’m still amazed by the number of founders who believe that all they need is a modest retainer budget, a small launch event, and a few editor meetings to build a solid foundation. This couldn’t be further from reality. I’ve seen countless promising brands disappear because they relied on this misguided “strategy” and didn’t get the results they expected.
No one is at fault here. There’s a lot of inaccurate chatter about what publicists do, how brands become successful through PR, and what it takes to get there. But here’s the bottom line: Organic, earned media remains invaluable—many seasoned entrepreneurs would even call it essential—in building a successful brand. Below, I’ll dispel the top 10 myths about public relations in the hopes of giving founders a clearer picture of what to expect and how to better prepare for a successful partnership with their agency or consultant of choice.
1. Three to Six Months Is Enough Time to Gain Traction.
There’s a reason why top agencies and consultants insist on a one-year contract to start. In today’s crowded marketplace, it takes at least six months to a year just to begin gaining traction. When I say "traction," I’m talking about securing several pieces of organic editorial in the form of simple product placements. If your publicist manages to land a longer, brand-building piece or a founder profile in a national outlet within that time, it’s a major feat—but it’s not the norm. Earth-shattering results can happen, but they typically require years of relationship-building, pitching, false starts, and countless revisions.
Consider the first year of your brand’s relationship with an agency as the foundation—brick by brick. If your brand doesn’t gain immediate recognition, it doesn’t mean the effort isn’t working. It just means it’s still under construction.
2. A Budget of $3K Per Month Is Sufficient.
In 2022, the baseline monthly budget for a public relations program should be $6K to $8K. A basic PR program involves 1-2 junior or mid-level publicists working to secure digital and print opportunities for your brand—nothing more, nothing less. If you’re looking for a senior-level team and a broader scope of work, such as organic influencer seeding, paid partnership management, or event planning, be prepared to spend between $10K to $20K per month.
The hard truth is that if your budget isn’t where it needs to be, it’s better to hold off on PR efforts until you have sufficient funds. PR is not a bargain-bin service, and “you get what you pay for” is more than just a cliché—it’s reality.
3. PR Alone Is Enough to Build a Successful Brand.
Public relations is just one piece of a brand’s “ecosystem.” To build a successful brand, you also need digital marketing, affiliate marketing, social media, influencer partnerships, paid content, advertising, and retailer partnerships. Many founders mistakenly believe that focusing on one element at a time will suffice. The reality is that a comprehensive strategy involving all these elements from day one is crucial.
PR is part of an overall strategy. Don’t expect it to turn your brand into a multimillion-dollar empire on its own.
4. PR Placements Equate to Sales.
PR has the potential to drive sales, but it won’t move the needle on its own. A successful brand requires a 360-degree approach where PR works in synergy with sales, marketing, social media, and advertising teams. Think of PR as part of a larger journey—a journey where a potential customer encounters your brand multiple times through various channels before deciding to make a purchase.
5. All It Takes to Get an Editor’s Attention Is a Clean Formula and a Sustainability Angle.
The beauty landscape is more competitive than ever, and editors are more discerning than ever. To stand out, your brand must offer something truly unique. Clean ingredients and recyclable packaging are baseline expectations in today’s market. To catch an editor’s eye, your brand needs a compelling point of difference—a soul, a heart, a conscience, a voice, and a unique visual appeal.
6. If Your Publicist Doesn’t Get You an Editorial in Vogue or a Feature on The Today Show, They’re Not Doing Their Job.
A publicist’s job is to advocate for your brand, build relationships, and secure meaningful editorial opportunities. However, it’s important to understand that even the best publicists can’t guarantee coverage in top-tier outlets. Coverage in Vogue or on The Today Show is a massive win, but it requires a perfect storm of timing, relevance, and genuine interest from the media.
7. If You’re Not Getting Editorial Placements Every Month, Your Publicist Is Doing Something Wrong.
PR is a slow burn. There will be lulls in activity—periods where placements are few and far between. This doesn’t mean your publicist isn’t working hard; it means that the process is unfolding as it should. PR is about playing the long game, not chasing quick wins.
8. All PR Agencies Are the Same.
Just as you carefully select talent for your in-house team, you should invest time and resources in finding the right PR agency for your brand. Every agency has its own approach, culture, and strengths. Chemistry matters—your PR team should “get” you and be as invested in your brand’s success as you are.
9. Editors Will Cover Your Brand If They’re Good Buddies with Your Publicist.
While relationships between publicists and editors are important, they don’t guarantee coverage. Editors build stories based on relevance, interest, timeliness, and other factors. The relationship may help sharpen a pitch, but it won’t dictate the outcome.
10. PR Is One of Those Things You Can Start and Stop and Start Again.
PR isn’t something you can start and stop without consequences. While there may be times when it makes sense to scale back efforts, going completely dark can undo the progress you’ve made. It’s crucial to maintain a consistent presence, even if that means reducing the scope of work temporarily.
The Bottom Line
Public relations is an essential part of building a brand, but it’s not a magic bullet. It requires time, patience, and a significant investment. It’s a process of brick-by-brick building, not instant gratification. By understanding the realities of PR and approaching it with a long-term mindset, founders can set their brands up for meaningful, lasting success.
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