Injeel Moti, Managing Director of Catch CommunicationsIn the world of public relations, there is a growing trend of agencies billing clients based solely on the amount of media coverage they secure. At first glance, this model seems simple, straightforward, and results-driven. However, it overlooks the far more nuanced, labour-intensive aspects of PR work that are essential to crafting effective strategies and shaping a brand’s narrative. In reality, agencies that focus only on media placements are doing a disservice to both their clients and themselves.
The ‘pay-per-coverage’ PR model, often championed as a quick way to secure measurable results, might seem like an attractive option for businesses looking to see immediate media wins. However, this approach can be incredibly harmful in the long run, not just for the brands it aims to promote, but also for the PR agencies that adopt it.
While it’s easy to measure success through media placements, focusing exclusively on coverage fails to consider the essential, behind-the-scenes work that builds a sustainable and impactful PR strategy. Over time, this short-term focus can limit a brand’s growth potential and erode the value of public relations, ultimately leaving agencies trapped in a cycle of chasing fleeting headlines rather than fostering long-term relationships and brand loyalty.
In the world of public relations, the true value of a PR campaign is not simply the number of articles published or how many impressions a story receives. Effective PR work requires hours of behind-the-scenes effort: crafting key messages, building relationships with journalists, understanding the target audience, and creating a comprehensive strategy that aligns with the business’s long-term goals. When agencies bill only for media placements, they ignore the foundational elements that make those placements meaningful. The research, strategy, and continuous efforts to build and refine brand messaging are what truly elevate a brand’s reputation and visibility.
This narrow focus on media coverage, while appearing results-driven, leaves out critical aspects of public relations. Cultivating lasting relationships with key media figures and influencers, monitoring industry trends, and strategising for future campaigns are just some of the vital efforts that often go unnoticed when agencies are measured purely by the coverage they secure. This leads to a reactive approach—focused on securing the next placement — rather than a proactive one that considers the brand’s full narrative, reputation management and audience engagement.
Furthermore, during the pandemic in 2020, many PR agencies in the region were severely impacted by budget cuts and staffing reductions. As a result, many experienced professionals transitioned to freelance work, offering their services at significantly lower rates than their agency counterparts. This shift created a wave of affordable, high-quality PR options for small and medium-sized enterprises (SMEs) that might have otherwise been priced out of traditional PR services.
For these SMEs, the rise of freelance professionals has been a game-changer. These freelancers often offer a full suite of PR services, including strategy development, content creation, and media relationship management, without focusing solely on the ‘pay-per-coverage’ model. They provide clients with a comprehensive PR experience at a fraction of the cost, allowing businesses to access the same level of expertise and strategy that larger brands enjoy.
The focus of PR should not be solely on securing media placements, but on creating a comprehensive strategy that elevates a brand’s reputation, builds relationships, and drives long-term growth. Clients must understand that true PR success is not just about headlines — it’s about positioning their brand for sustained success across multiple platforms, including media, social media, content, and customer engagement. Agencies that embrace this broader, more strategic approach will build stronger, more meaningful relationships with their clients and prove their value far beyond just media coverage.
Finally, the ‘pay-per-coverage’ PR model is a short-term fix that doesn’t serve the long-term goals of either the client or the agency. Agencies need to move beyond this outdated tactic and focus on providing a comprehensive, results-driven PR strategy that delivers lasting impact. In doing so, they’ll not only provide better value to their clients, but also ensure their own sustainability in a rapidly changing PR landscape.
By Injeel Moti, Managing Director, Catch Communications
