In my last post, I talked about why patience is the secret ingredient to successful PR. Now, let’s dig deeper into a common challenge PR teams face: unrealistic timelines.
Too often, companies expect PR programs to deliver results in just a couple of weeks. They assume that a quick press release, an announcement pitch, or an exclusive offer will generate instant buzz. But the reality? PR isn’t built for last-minute turnarounds—especially when media exclusives are involved.
If you want your PR efforts to succeed, it’s best to plan ahead when and where possible. Here’s why rushed PR rarely works and what a realistic timeline looks like.
Proactive Over Last-Minute
PR isn’t the same as running a paid ad campaign, where you can flip a switch and see immediate results. Earned media—coverage that comes from journalists, not ad dollars—requires strategic pitching, relationship-building, timing, and, in many cases, a steady build to raise brand visibility. When companies expect PR to work on a quick turnaround, they set themselves up for disappointment.
Here’s why last-minute PR often falls flat:
- Journalists Work on Their Own Timelines – Reporters don’t just drop everything to cover your news. They work on editorial calendars, juggle multiple deadlines, and often need lead time to research, interview, and write. Their editors also play a big role.
- Media Relationships Take Time – If you haven’t built relationships with journalists in advance, expecting them to cover your announcement on short notice is unrealistic. And even when you do have the relationships, it can’t guarantee that they will cover your news.
- Exclusives Require Careful Coordination – If you’re offering an exclusive story to a top-tier outlet, the process takes three weeks – or more! – from the moment materials are finalized. This includes pitching, negotiating interest, and giving the journalist access and time to craft a strong piece.
- Last-Minute Pitches Look Unprofessional – Sending a rushed, unprepared pitch can damage your credibility with reporters, making them less likely to cover you in the future.
How to Plan PR Effectively
If you want PR to deliver, start thinking ahead. Here’s how to set yourself up for success:
- Align Early on Key Announcements – PR shouldn’t be an afterthought. Loop in your comms team as soon as possible so they have time to plan and execute effectively.
- Be Realistic About Timelines – If you’re launching something major, don’t expect immediate coverage. Give journalists time to engage with the story.
- Trust the Process – PR professionals know how long things take. If they say a turnaround is too short, listen to them—they’re protecting your brand’s credibility.
- Have Materials Ready Before Pitching – Journalists won’t wait for you to pull together a press kit or finalize messaging. Lock in your assets before outreach begins.
- Weave In Longer-Term Messages - The best PR strategies aren’t just about a single announcement; they build a consistent narrative over time. Identify key themes that align with your brand’s mission and ensure they are reinforced across multiple touchpoints—earned media, owned content, social channels, and speaking opportunities. A sustained presence increases credibility, keeps your company top-of-mind, and positions you as a thought leader beyond just one news cycle.
Rushed PR rarely leads to meaningful results. If you want your media outreach to be successful—especially when offering exclusives—you need to give your PR team the time they need to execute.
