“Public relations is about building relationships and engaging with your audiences through authentic, meaningful communication that inspires action and drives results.” – Marisa Thalberg

PR isn’t just about getting featured in the media.....and that’s where most business owners go wrong.

They think landing a podcast interview or a big-name media feature is the end goal. They get the win, post about it once on LinkedIn, then… nothing. No leads. No sales. Just another logo to add to their website.

And that is the problem! Most people do PR backwards. They chase visibility first and figure out how to turn it into revenue later.

But PR isn’t just about being seen - it’s about being seen by the right people and leading them to your business. So if your PR efforts aren’t turning into clients, it’s not because PR doesn’t work. It’s because your strategy has gaps in it. Here’s how to fix it.

IT'S NOT JUST ABOUT BRAGGING RIGHTS!

If you want PR to bring in real business (not just bragging rights), it needs to be part of a bigger system. One that moves people from “I saw you in The New York Times” to “I need to work with you.”

Here are my top 5 ways to do exactly that.....

1️. Positioning: Make Sure Your PR Reaches the Right People

Not all PR is good PR. Getting featured somewhere just because it’s a big name means nothing if it’s not where your ideal clients are. Before you even think about pitching yourself for media, ask:

✔️ Is my ideal audience actually reading/watching/listening to this?
✔️ Does this media opportunity build trust and credibility with potential clients?
✔️ Is there a clear link between what I’m talking about and what I sell?

For example: Getting featured in The Times sounds impressive. But if your dream clients are reading industry-specific publications, that’s where your focus should be.

2️. Messaging: Stop Talking About Yourself - Start Talking About What Matters

The fact of the matter is that journalists don’t care about you. They care about your expertise and the value you bring to their audience. So your PR messaging should:

✔️ Solve a real problem your ideal client faces
✔️ Challenge industry norms or offer a fresh take
✔️ Tie back to your expertise in a way that positions you as the go-to authority

Because let’s be honest - if someone reads your article, listens to your podcast interview or sees your name quoted in a publication...... and they don’t feel compelled to learn more? You’ve wasted the opportunity.

3️. Ecosystem: Connect PR to Your Sales Funnel

This is the step most business owners skip. They focus so much on getting the feature that they forget to ask: What happens next? You need to remember that media exposure alone doesn’t necessarily generate leads. What does generate leads is a system that guides people from PR to your world.

Ask yourself:
✅ When someone hears me on a podcast or reads my article, what's their next step?
✅ Am I giving them a reason to find me, follow me or join my email list?
✅ Do I have a way to nurture them once they're in my world?

PR is just the start of the journey. Your job is to show them where to go next.

4️. Repurposing: Make Every PR Win Work Harder

Most people land a media feature, post about it once, then move on. Big mistake! Huge! (I am so playing out that scene in Pretty Woman in my head right now!)

PR is not a one-and-done activity. If you don’t repurpose your media wins, you’re leaving money on the table. So here’s how to make one feature stretch way further:

✅ Turn key takeaways into LinkedIn posts (other social media is also available!)
✅ Use snippets from podcast interviews in your Instagram stories
✅ Write an email sharing the media feature with your list (and add your insights)
✅ Update your website, sales pages and social media banners, adding the relevant media logo

The more places your PR shows up, the more credibility you build - without constantly chasing new opportunities.

5️. Consistency: Make PR an Ongoing Strategy, Not a One-Off Event

PR isn’t something you do once and then tick it off the list. The biggest mistake I see? Business owners getting one great feature and thinking they’re done. But the real power of PR is momentum. The more you’re seen, the more credibility you build.

🗓️ Regularly pitch yourself for guest expert opportunities
🗓️ Leverage past media features to land bigger ones
🗓️ Keep showing up as the go-to authority in your space

Because one article, one interview or one quote won’t change your business.

But a system that consistently builds your authority? That’s what makes you impossible to ignore.

The Bottom Line?

If your PR efforts aren’t driving leads, it’s not because PR doesn’t work. It’s because there’s a missing piece in your strategy.

✅ Position yourself where your ideal clients are
✅ Get clear on your messaging so you stand out
✅ Build a system that moves people from PR to your world
✅ Make every PR win work harder for you
✅ Stay consistent so you build long-term authority

PR is powerful......but only if you know how to make it work for you.

Want to see how this could work in your business? Book a free strategy call today - and let’s make it happen.

If you want to know how to become the go-to expert and authority in your sector, get in touch to book a free 45-minute PR Game Plan call.

Good luck!