"Many founders assume that hiring a public relations firm (or an on-staff PR lead) will quickly get them regular, glowing write-ups in The New York Times and The Wall Street Journal, which they can then share with their target audiences on Facebook or LinkedIn to drive demand and generate leads. Or better yet, they might get physical press clippings, which are a nice ego boost, even though fewer and fewer people read printed newspapers and magazines."
"This way of thinking, however, leads companies to take a very hands-off approach to press coverage. As I've seen it done for years, the company hires an agency, points to a highlight or milestone it wants to promote (a product launch, a funding round, a key hire) or a set of "messages" it wants to impart, and then sits back and lets the agency go to work until the media ask for an interview."
Companies often define PR as the function that drives buzz by securing headlines in major outlets and social sharing to generate demand and leads. Founders commonly expect agencies or in-house PR leads to deliver regular, glowing write-ups in publications like The New York Times and The Wall Street Journal. Physical press clippings serve as ego boosts and office decor despite declining print readership. Many companies adopt a hands-off approach: they hire an agency, predefine messages or milestones, and wait. This process creates multiple layers of disconnect when interviews occur, with communications teams and heavy coaching shaping answers to protect sensitive information and ensure talking points.
Read at Big Think
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