One of the biggest misconceptions about public relations, especially in fast-growing, high-ambition regions like the Middle East, is the belief that PR teams can wave a wand and make headlines appear. Some leaders still approach PR with the assumption that if they hire an agency, their story should automatically land on CNN tomorrow morning. No compelling narrative, no data, no access, no insights, just a belief that ‘media relations’ alone can secure global coverage.
This assumption frankly misunderstands the nature of modern communications. PR is not advertising, and it never was. PR is earned, where advertising is bought, and when one guarantees visibility, the other must deserve it.
What brands should avoid with PR
When brands treat PR like an advertising slot, they set themselves up for disappointment. Journalists are not obligated to cover you, amplify your achievements, or echo your press releases. They are not extensions of your marketing department. They are independent professionals with their own editorial priorities, audience expectations, and credibility to protect.
I often remind clients: ‘We do not have a commercial relationship with the media’. That is precisely why organic, native, editorial coverage holds value. If media coverage could be purchased or achieved through relationships alone, it would lose the credibility that makes it powerful in the first place.
The myth of ‘media relations’ is only 20 per cent of the equation
Yes, relationships matter. Yes, experienced PR professionals have built trust over time with editors, reporters, and producers. But relationships are not shortcuts, nor are they discounts on the laws of storytelling. Media relationships account for 20 per cent of success. But what about the other 80 per cent?
It’s content, content, content. If your story is not strong, no amount of outreach or favours will turn it into news. Journalists care about angles, value, originality and impact. If you cannot articulate why your announcement matters beyond your own organisation, you are not ready for the media spotlight.
Believe in your story
The PR agency cannot believe in your story more than you do. Too often, agencies are expected to perform miracles with content that clients themselves would not read, share, or approve if the roles were reversed. Some refuse to share insights, data, or access. Others hesitate to take a stand, simplify their message, or embrace creativity, then wonder why their coverage plateaus.
Here is the unfiltered truth: If you don’t provide a compelling narrative or allow your PR team to shape it, nothing magical will happen. PR professionals can sharpen your story, frame your vision, find the angle, and position your brand, but we cannot invent substance without your inputs.
You must give before you can ask
Brands that consistently earn media coverage have something in common, which is contributing to conversations rather than chasing headlines. They offer commentary, share insights, and publish data. They also express opinions, respond to trends, and create value.
You cannot stay silent for months and expect front-page visibility the day you finally need attention. You cannot reject bold ideas and expect bold coverage. You cannot withhold access and expect journalists to chase you. Brands and business leaders must not forget that visibility is the outcome of contribution.
The game of global media
Why global outlets cover some stories and ignore others is an important angle to highlight. Clients sometimes ask why a competitor was featured internationally while their own announcement went unnoticed. The answer is rarely about access or relationships; it is almost always about newsworthiness.
Leading publications won’t cover you because you want them to. They will because the story meets their editorial threshold and encompasses novelty, scale, relevance, insight and impact. Thus, if you want to be on global platforms, your story must belong on global platforms.
PR professionals, not magicians
You must address PR professionals as true strategists, not wizards. Strong PR is built on a differentiated narrative, clear messaging and timely insights. The story through which you want to address your audience must have a strong positioning with quality storytelling, and yes, meaningful content.
You can buy attention through advertising, but you can’t buy credibility. If you want results, respect the process. As PR professionals, we champion your story. But the process works only when clients meet us halfway, sharing ideas, trusting recommendations, and allowing us to challenge assumptions.
By Baha Hamadi, Founder & Managing Director, Keel Comms
