What your PR firm isn’t telling you

Here is my question to the PR world: if you haven’t hired a social media marketing/video production company – what are you really offering your clients?

Reporters are overworked covering the daily news cycle and are bombarded with press releases from PR firms that have nothing to do with what their boss will make them cover anyway. Speaking from experience, they don’t have time for lunch or often bathroom breaks, let alone 10 minutes to read a novel of what amounts to a sales pitch. 

Reporters don’t go to press conferences, let alone shoot them, unless it will turn into “clicks” on the web. A sad but true fact.    

Newspapers are on the media equivalent of hospice if they’re still in circulation, and TV news stations, outside of the 24 hour news channels, are on life support. Moreover, few people, if any, in your target audience, are engaging with the three seconds of “earned” media coverage you’ve captured IF your PR company successfully got you on a televised program in the first place.  

Thanks to social media, you can reach any reporter, booking producer, and news executive worth contacting to pitch your story on your own. 

It has never been easier for the average consumer to avoid advertisements on nearly every platform they use. Unless you’re spending five-million dollars for 30 seconds of air time on the Super Bowl, be prepared to still spend big with traditional media without the analytics to justify the expense.   

If you want to truly expand your client tent in 2021 you need to be creating content, especially video, designed to deliver value and engage with your target audience.  

If your public relations/marketing firm doesn’t offer video designed to succeed on social media as part of your package, and can’t prove to you they have the algorithmic expertise to get the job done, you’re being robbed.


This blog article was written by Five Seasons Media’s Chief Creative Officer, Josh Scheinblum. For questions about how Five Seasons Media can help your organization, please contact Josh via email at Josh@5SeasonsMedia.com.

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