PR & publicity
PR isn’t about getting press. It’s about telling your story.
refine your brand story
know how to tell it
understand the complex media landscape
So, what does a publicist say about PR & publicity to potential entrepreneur clients?
Truth #1: You probably won’t get that feature.
Truth #2: Even if you do get that feature, it won’t help you the way you’d hope.
Truth #3: Don’t hire me right now. You should do this stuff yourself.
What I like about Jon Bier’s viewpoint from the perspective of leading the Jack Taylor agency is that his writing style is directed at helping people within their organizations understand that PR has massively changed…
The impact from press coverage may last days… or it might have no impact at all.
Jon points out in the article that Reddit often ranks higher in searches than traditional media (which I’ve already observed and called out regarding SEO disruption).
Jon also notes - You should run away from anyone who suggests a press release. Press releases are sent to reporters who promptly delete them, and they’re distributed to forgotten corners of the internet where nobody reads them.
PR is about brand-building, storytelling, and getting you in front of the right customers - whether through influencer marketing, podcasts, social media, share-worthy videos, partnerships, or affiliate marketing.
Jon’s perspective differs from the typical traditional PR approaches touted by authors of books about PR & publicity, as his emphasis is on PR as a long game - the slow grind of generating awareness and authority.
I don’t disagree with his narrative, as his expertise from leading an agency, typically aligns with my own experiences of connecting with colleagues for presentations, collaboration, and PR integration across marketing campaigns and channels. By framing the discussion to not hire him right away, he illustrates how important the work itself is, and why it is so important to understand how PR works, what you can do yourself, and how to hire PR.
What would a PR course or certificate say about the current publicity landscape and PR in media? I’m going to compare that at some point after reviewing the certificate training course materials.
Effective PR crafts a narrative around the problem your product or service solves, rather than just promoting the product itself. Often, the most compelling PR stories barely mention the brand at all. Instead, they focus on the larger issues or trends that make your brand relevant and necessary.
Dashboard tools can track incremental sales, purchase intent, and engagement of audiences for campaigns across channels, which includes PR campaigns, influencers as affiliates, etc.
Update: The article appeared in the November-December issue of Entrepreneur and was printed again for the Spring season growth 2025 recap issue.
-Marky