If you’ve ever sent out a press release and heard crickets, you’re not alone. PR today looks very different from what it did even five years ago, and if you’re still using outdated tactics, it can feel like you’re yelling into the void.
But here’s the thing: PR still works. Really well, in fact. The problem isn’t PR itself. The problem is how most people are doing it.
So let’s break down what actually works in PR right now, and what’s dragging your efforts down.
What’s Not Working Anymore
1. Generic Press Releases to Mass Lists
If you’re still sending the same press release to every journalist you can find, stop. You’re likely hitting the spam folder, or worse, damaging your credibility with the people you actually want to reach.
Use a proper distribution service or take the time to research the right journalists for your story. Targeted, relevant pitches work. Bulk spam doesn’t.
2. Vanity PR That Pretends to Be Earned Media
Paid placements can have a place in your strategy, but let’s call them what they are: advertising. That “As Seen In” badge from a placement you bought? It’s not earned PR, and people can usually spot the difference. Be strategic, not showy.
3. One-Off Press Efforts
One press release does not equal a campaign. PR is about relationships, rhythm, and relevance. Build out a PR plan like any other part of your marketing, think in quarters, not panic pitches two days before your event.
4. Overlooking Digital Media
If you’re an online business, your PR should live online too. Podcasts, YouTube interviews, digital magazines, blogs, they’re easier to land, have better SEO longevity, and often link straight back to you. Don’t ignore them.
What Actually Works in PR Today
1. A Strong Personal Brand
Media love a clear expert. So make sure your online presence reflects that. Know who you are, who you serve, and what you stand for. Build your digital footprint so that when a journalist checks you out, they find confidence, not confusion.
Need help crafting your expert profile?
You’ll find exactly that in How to Create an Available for Interview Profile inside the Enever Group Academy.
2. Newsworthy Angles
Think: “Why does this matter now?” Tie your stories into timely events, seasonal hooks, or trending conversations. Journalists want stories that are relevant today, not just updates about your business.
Want to learn how to pitch with impact? The Book of PR Tips is a great place to start.
3. Relationship Building
PR is about connection. Follow journalists. Read their work. Share their articles (with credit). And when you do pitch, show that you know who they are and what they cover. A good relationship gets remembered, so be the source they trust, not the one they roll their eyes at.
We walk through this in detail in Working with the Media over in the Academy.
4. Leverage Your Own Media First
Before pitching media, make sure your website, blog, and socials show what you know. Think of your own platforms like your own publication, and curate it well. Journalists will check.
5. Consistent Visibility
Keep showing up. Whether it’s posting expert insights, contributing to SourceBottle, or commenting on relevant articles, consistent activity builds familiarity and trust. PR isn’t about going viral. It’s about being valuable often.
Ready to Take Action?
Here’s how you can get started:
- Build or update your media bio
- Brainstorm 3–5 media angles you could pitch
- Start a media list: podcasts, local press, niche blogs
- Engage before you pitch, comment, connect, or be visible
- And when you pitch, make it personal, timely, and relevant
If you want support along the way, join me inside the Ideas, Impact & Marketing Circle. You’ll get access to my full PR training library, including:
- How to write a media release
- How to pitch to journalists
- How to build your PR plan
- Monthly sessions to build your visibility with confidence
Because if you don’t tell your story, no one else will.
And that story? It deserves to be heard.
Highlights
- 00:00 Is PR Still Worth It Today?
- 00:40 Who I Am and Why This Matters
- 01:00 Generic, Mass-Email Press Releases
- 02:00 Vanity PR Metrics and Paid Placements
- 03:00 Treating PR as a One-Off
- 04:00 Thinking Traditional Media Is the Only Option
- 05:00 Building a Strong Personal Brand
- 05:40 Crafting Newsworthy, Timely Angles
- 06:40 Relationship Building with Journalists
- 07:20 Leveraging Your Own Media First
- 08:00 Staying Consistently Visible
- 08:40 How to Build Your Media Bio & Expert Profile
- 09:00 Finding 3–5 Media Angles & Building a Media List
- 09:30 Pitching with Purpose
- 10:00 Joining the Ideas, Impact & Marketing Circle
- 10:30 Final Thoughts: Share Your Story Before Someone Else Does
