Sharing success stories is fun. A press release that reaches national media or an event that sells out thanks to publicity shows what PR can achieve.
However, it would give a distorted picture if we only highlight those campaigns. Precisely because we often highlight successful campaigns, we find it important to also be honest about the other side of PR. There are also good press releases sent out that do not yet result in publications. Not because the story is bad, but because media attention is never entirely controllable.
Four good stories without immediate results
The children's book Anne gaat bloedprikken helps children prepare for a blood draw. Author Annemieke Janssen-Korten used her experience as a medical lab technician for this. The story has a clear social impetus and recognizable target audience, but has not yet led to any publication.
Trib Events announced the Belgian debut of The Hindley Street Country Club, an Australian band with more than one billion YouTube views. An impressive fact, although the concert will only take place in April 2027. Therefore, most media attention may arise closer to the event.
WOOOF dogfood responded to the summer holiday. An internal survey revealed that 87 percent of the surveyed dog owners take their dog on vacation. The flawless press release combined this outcome with practical vacation tips, but has not yet been visibly picked up.
Also, this press release from 60dating.com regarding research into the dating preferences of those over 60 did not yield online visibility this time. Though it could have, as just two months prior, De Telegraaf published an article on this exact subject, based on research by the Central Bureau of Statistics.
Why journalists sometimes do nothing
A journalist not only assesses whether a story is good. It must also fit the medium, the audience, the schedule, and even the news of the day.
Perhaps there is more urgent news, the medium recently published something similar (as in the case with 60dating.com), or the topic is better suited for a later moment. A journalist may also save the information for a future article. Then it remains aside for now, but it can be on a 'list for later'.
Therefore, PR does not always operate as a direct transaction where every press release immediately results in a publication. By continuing to share relevant stories, you also show what your organization is knowledgeable about.
Look beyond the publication counter
Of course, media attention is usually the primary goal. To call a campaign without publications a success afterward would be too easy.
However, you can evaluate more broadly:
Did journalists open or click through the message?
Was the compiled press list sufficiently relevant?
Can the story be resubmitted at a better time?
Is the content usable for social media (within Presscloud, you can always share the sent press release with one click on LinkedIn), newsletters, or your own Newsroom?
Presscloud helps companies to write a strong story, find relevant journalists, and track results. But what no one, including us, can guarantee, is that an independent editorial team will publish.
That is sometimes frustrating, but also what makes earned media credible. You cannot force publicity. You can only increase the opportunity by communicating relevantly, carefully, and consistently. We are happy to help with that, so feel free to contact us.
