The Problem with Oversimplifying PR

Over the weekend, I read Jason Lemkin's "A SaaS Founder's Guide to PR" on LinkedIn. He makes some great points. But he also oversimplifies and glosses over some of the most important elements of a successful PR program. 

• The definition of high quality PR is subjective. Measuring PR is difficult. It has been a topic of debate for decades and still can be legitimately debated today. For example, a placement on TechCrunch or BusinessInsider might be the best thing since sliced bread for one company but another may view it as the wrong audience for what the business is trying to accomplish at that time. PR firms and their clients should agree in advance and throughout the engagement on the right metrics for that particular program. Some times the measurements will change over time. Or after a few tests, the firm and client may realize that the originally agreed upon measurements just aren't appropriate or accurate. All parties need to be flexible and communicate to ensure they are all on the same page. 
• PR shouldn't be your primary lead generation tool. Ever. PR can be a very valuable tool but it should be used to complement and amplify other activities and programs that the companies has in place to drive visibility and leads. If your company is still early on, more times than not, you should spend your budget on marketing and advertising programs, not on PR. You can bring on a PR partner to help with your initial launch and then expand that program once you are more established. No need to spend ongoing monthly budget when you need to focus on customer acquisition.
• PR isn't magic. You as the client need to actively participate. For a PR program to be successful, the client needs to actively participate. If you think you can hire an agency, walk away from the situation and then coverage will just start appearing - like magic - you are going to be sorely disappointed and your agency will be equally frustrated. PR teams need to understand the priorities of the business, the product roadmap, customer wins, thought leadership platforms for the top executives, etc. We can't just create new stories out of thin air. Taking this one step further, it is critical to listen to your PR experts -- you are paying them for a reason! There is no point in paying them for their experience if you are just going to go down a different path entirely.
• Appreciate and don't abuse your PR team's relationships. Yes, strong PR professionals will have a few reporters that they can reach out for a "favor piece" (they still need to be newsworthy!!) but you have to keep in mind that these relationships are what we rely on for our work. If we ask for favors right and left, without reciprocation, we'll be out of jobs quite quickly. Reporters trust that we are going to give them quality news, not just what our clients are hoping push out to the press at the drop of a hat.

It can be easy to make assumptions about PR -- from identifying success measurements to hiring an agency to guaranteeing coverage. PR takes work. It requires a talented team, constant communication between the PR team and company leadership, and, most importantly, active participation of and support from company leadership.

​Like with most of life, you get what you put in.