In public relations, landing a mention in a prestigious legacy outlet often feels like hitting the jackpot. PR professionals proudly share screenshots of client mentions in veteran publications across their social networks, celebrating what appears to be the pinnacle of success. But here’s the uncomfortable truth many PR specialists avoid confronting: these celebrated wins frequently fail to deliver actual business results.
The question brands should be asking isn’t “Can we get covered in the biggest name publications?” but rather “Will this coverage actually reach and influence our target customers?”
Legacy media platforms certainly carry significant authority and credibility. A mention in these established outlets can provide a valuable trust signal and potentially boost brand perception. However, when we examine the actual business impact – measured through website visits, lead generation, or sales conversions – these prestigious placements often underperform compared to more targeted media opportunities.
Consider the Hindi film industry as an example. A brief mention of a new release like ‘Superboys Of Malegaon’ or ‘Crazxy’ in a major general news outlet might reach millions of readers but convert very few into ticket purchases. Meanwhile, a detailed feature in a dedicated film enthusiast website with a smaller but highly engaged audience could drive substantially more actual viewings.
The most effective PR strategies today require a significant shift in thinking. Rather than chasing the vanity metric of “top-tier coverage,” forward-thinking brands are adopting a more nuanced approach that prioritises audience relevance over publication prestige.
New-age digital platforms, industry-specific publications, and specialised news features often deliver superior results because they connect brands directly with genuinely interested audiences. These focused publications attract readers who actively seek specific information relevant to your offering – they’re already halfway along the buyer’s journey.
For tech companies, for instance, a detailed product review on a respected technology news website will typically generate more qualified leads than a passing mention in a general business publication, despite the latter’s larger circulation figures. The readers of specialised publications bring with them context, understanding, and often purchase intent that general audience members simply don’t possess.
This isn’t to suggest that mainstream media coverage holds no value. Rather, the most successful PR approach combines strategic mainstream placements with a strong presence in relevant industry-specific and special interest outlets. This balanced hybrid approach delivers both broad awareness and focused engagement with decision-makers and potential customers.
Achieving this balance requires PR professionals with genuine subject matter expertise. Gone are the days when PR teams could succeed merely through media relationships and generic press release writing skills. Today’s most effective PR specialists possess deep knowledge of their clients’ industries, allowing them to craft messages that resonate with specific audience segments and provide genuine news value.
When developing content for different publications, PR teams must also consider each outlet’s unique values, audience, and editorial approach. Content that performs brilliantly on a business-focused platform may require significant adaptation to succeed on a lifestyle-oriented website. This customisation process demands both industry insight and creative flexibility.
The metrics used to evaluate PR success must evolve alongside these strategic shifts. Rather than counting clips or calculating advertising value equivalents, brands should measure genuine engagement, audience quality, and direct business impacts. Did the coverage reach decision-makers? Did it drive website traffic? Did it generate sales conversations? These meaningful metrics provide a more accurate picture of PR effectiveness than simple volume or prestige measures.
For brands willing to embrace this more sophisticated approach, the potential rewards are substantial. By focusing PR efforts on platforms where their ideal customers actively engage, companies can transform their media relations from a costly visibility exercise into a genuine business development channel.
The future of effective PR lies not in accumulating the most prestigious media mentions but in securing the most relevant ones. By prioritising audience alignment over outlet prestige, brands can ensure their PR investments translate into meaningful business growth – the ultimate measure of public relations success.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Dale Bhagwagar is the Rajinikanth of Bollywood PR. Over the years, he's made his own rules, his own style, and his own world. Apart from being widely quoted across all Indian media, he is the only publicist from India who has been quoted in international media such as BBC World, BBC Radio, Sky News, CNN, Channel 4, The Times, The Guardian, The Independent, The New York Times, The Washington Post and many more.
Dale Bhagwagar, recognised as the Father of Bollywood PR, founded the industry's first entertainment PR agency in the nineties, bringing organisation and structure to an industry once characterised by independent publicists. Among the 300-odd clients he has worked with, Dale has also been instrumental in shaping the images of Hrithik Roshan, Shilpa Shetty, Priyanka Chopra, and movies like Don and Rock On, as well as some 20 scandalous names who have been on Bigg Boss.
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