Seven Essential PR Lessons Worth Learning

Anyone who has worked in public relations has experienced those moments where you think you’ve hit the jackpot with a media placement, only to hear crickets from the client. Or worse, receive a note making clear they expected more.

Like that time I landed a top-of-the-fold story in the Washington Post for a little-known biotech startup. We were doing high-fives at the office. The client’s response: “Frankly, we were underwhelmed.” PR isn’t as smooth and controlled as it looks from the outside. But the good news is, it works, and the bumpy ride delivers important lessons. Here are a few I’ve gathered over the years.

It’s Not a Start/Stop Marketing Tactic

An airplane taking off is fast, exciting and impressive. That’s advertising: quick launch, pilot in control, immediate impact. PR is more like a locomotive. Slow to start, but once it’s moving, it’s powerful and hard to stop. Many organizations make the mistake of treating PR like a campaign switch they can flip on and off. They expect results immediately and give up too soon, especially when they’re an unknown brand without much of a story yet.

The Hunker-Down Crisis Approach Doesn’t Work

Can’t we just hunker down and let it blow over? A CEO asked me that a day after a tragedy killed seven people at a property the company owned. The answer was no. You need to work through your crisis plan, or the crisis will last far longer than a few days and cost far more, which is exactly what happened as the matter wound through federal agencies and the courts.

Addressing a crisis head-on and being transparent can help mitigate the damage. But you need a plan in place long before things go sideways. In today’s environment, where a single social post can detonate a story before your team has even convened, the window to respond is narrower than ever.

Don’t Wing It

Media training is essential for anyone who will speak to the press. Understanding what reporters are looking for and how to deliver concise, quotable answers is critical. I’ve watched disastrous interviews from spokespeople who skipped the prep and blew a great media opportunity by defaulting to a series of rehearsed, non-answer corporate talking points. Practice and make the mistakes in the conference room prep session, not on camera.

Keep It Short

Long-winded pitches rarely work and most get deleted in seconds. I’ve seen clients lengthen and in the process weaken their pitches and press releases, then wonder why there’s no interest. Keep it simple and to the point. This has always been true, but AI tools that generate bloated, keyword-stuffed copy have made it more urgent. Reporters are busy. Editors are busier. Every extra sentence is a reason to stop reading.

About Those Quotes

I serve as regional editor for Capitol Communicator in Washington, D.C. and see the best and worst of media pitching regularly. One persistent problem is the manufactured press release quote, especially those featuring the word “thrilled.” No executive has ever naturally used that word in a sentence. Aim for authentic, specific language that sounds like something a real person would say, because increasingly, audiences and algorithms alike can tell the difference.

Third-Party Endorsement Still Matters — More Than Ever

There’s truth to the old saying: “Advertising is what you pay for. Publicity is what you pray for.” My favorite PR definition: “Doing a good deed and getting caught.” Someone else witnessed your actions and shared the story. No boasting required on your part.

That dynamic has become strategically important in an AI-driven world. Generative AI tools and search engines increasingly draw on published, third-party content to surface answers and recommendations. Earned media, meaning credible coverage from legitimate outlets, carries weight in that ecosystem in ways that paid and self-published content simply don’t. Building a track record of genuine earned media isn’t just good PR. It’s becoming essential to visibility.

What We Actually Do

The biggest misconception is that PR professionals are press release writers and that PR is primarily about publicity. In reality, public relations is about building relationships, establishing credibility, and contributing to business results.

Think internal communications, social media strategy, content marketing, crisis communications, reputation management, public affairs, investor relations, executive communications and more. Press releases are a small fraction of the work.

At its core, PR is a slow-burning process that rewards patience and preparation. As the saying goes, luck is what happens when preparation meets opportunity.