Key Pitfalls of Overpromising PR Agencies and Not All Journalists Make Good PR Professionals

The pitfalls of overpromising PR agencies often stem from a misunderstanding of what true public relations involves. Many agencies sell themselves on media connections and flashy promises but fall short when it matters most — during crises or critical campaigns where reputation is on the line.My 40-plus year journey from being a newspaper journalist and newswire agency reporter to corporate and later Agency PR has given me enough industry and professional insights to see the pitfalls of overpromising PR agencies.>I must agree, however, that some Clients insist on column centimeters and electronic media minutes. They don't care about strategy, perception management and crisis communications. 'I pay you a bomb every month to get me only these few miserable clippings from inside-pages? ' is the sharp client response when monthly monitoring reports are presented by the agency. Ask any PR account handler if they don't have butterflies in their stomach if a Presser is sparsely populated, and the trauma they undergo the night before, thinking if the right media will be present or there'll be enough bums on the seats to impress the client!So agencies toe the line, jettison PR fundamentals, trim the time-spent chart and go for short term solutions via tried-and-tested route: only media relations.I've jotted down some insights gained during my journalism and PR practice years, which I hope can be of help for companies looking to hire PR agencies, PR professionals and aspiring communications' students/ freshers.Pitfalls of Overpromising PR Agencies Superficial Media Engagement:Some PR agencies focus only on media releases and coverage, neglecting the deeper aspects of relationship-building with the press and other stakeholders.Lack of Crisis Management Skills: When pressure mounts, these agencies often lack the strategic depth to handle sensitive situations, leading to poorly managed narratives or defensive communication that worsens the crisis. Overpromising Media Exposure:Guaranteeing media coverage can be misleading, as earned media depends on newsworthiness, relationships, and timing — not just press releases. Poor Stakeholder Areleases: Effective PR goes beyond media attention; it involves aligning messages to resonate with the client’s stakeholders — investors, employees, customers, and the community.Transactional Approach: Many agencies treat PR as a task-based service instead of a long-term strategy focused on building trust, credibility, and brand reputation.Why PR is More Than Media Releases.PR is a comprehensive strategy for reputation management, audience engagement, and storytelling—press releases are just one small part of this multifaceted approach. While press releases are a tool for sharing news, PR involves a broader strategy aimed at managing a brand’s reputation, building relationships, and influencing public perception, including:Reputation Management;PR focuses on shaping and maintaining a positive public image through various channels, including media relations, crisis communication, and thought leadership.Crisis Communication;Effective PR includes managing crises, where strategic messaging and transparency help protect the brand’s integrity, often going beyond formal press statements.Media Relations;PR involves building relationships with journalists, editors, and influencers to gain positive media coverage, not just distributing news releases.Content Creation:;PR includes blogs, social media posts, newsletters, podcasts, and videos to engage audiences directly and tell a brand’s story creatively.Stakeholder Engagement:;PR manages communication with all stakeholders, including employees, investors, partners, and communities, ensuring consistent messaging.Brand Storytelling;PR helps craft and share a compelling brand narrative that resonates emotionally with audiences, often through interviews, features, and events rather than just announcements. Social Media Management:;PR professionals handle online reputation by engaging with audiences, managing comments, and shaping conversations on social platforms.Event Management and Public Speaking:;Organising and promoting events, webinars, and speaking engagements help brands build visibility and thought leadership.Measurement and Analysis:PR involves monitoring media coverage, audience sentiment, and campaign impact to assess and adjust strategies for better results.Not All Journalists Make Good PR Professionals: The transition from journalism to PR can be challenging when a professional’s core values, writing style, and sense of public duty conflict with the demands of brand advocacy and controlled messaging.Success in PR requires adaptability, a mindset shift, and a willingness to embrace promotional storytelling while maintaining ethical standards. While many journalists I know do make the switch effectively, personal values and professional identity play a significant role in determining success.Journalists are trained to prioritise truth, impartiality, and transparency. PR, however, often involves presenting information in a way that benefits the client, sometimes requiring selective disclosure or message control.Journalists aim to inform and educate the public, while PR professionals work to persuade and influence opinions in favour of their clients.Journalists hold power accountable, often questioning and investigating actions. PR professionals, however, advocate for clients, sometimes even defending controversial positions. Journalistic writing focuses on neutrality, facts, and clarity, while PR writing is often emotional, persuasive, and brand-driven.Journalists often have editorial independence and pursue stories they deem important. In PR, work is directed by client goals and messaging strategies.Journalism often involves a sense of public service—informing the public and holding institutions accountable. PR primarily focuses on serving the client’s interests.Journalists investigate and report negative stories, while PR professionals often aim to control or minimise negative press.Journalists and PR professionals often operate on opposite sides of the news cycle. Journalists seek transparency, while PR professionals control messaging.A truly effective PR agency understands that communication is about building trust, protecting reputations, and telling stories that benefit not just the client but their stakeholders and audiences as well and is not just about media coverage!