Key Takeaways
- In-house PR often fails because effort isn’t the same as expertise. Relationships, timing, and storytelling instincts can’t be improvised between marketing meetings.
- Common pitfalls: weak media connections, tone-deaf pitching, inconsistent visibility, untrained spokespeople, and overloaded teams.
- PR agencies diagnose then execute. They identify what’s missing, from brand narrative to media strategy, and rebuild it so journalists actually care.
- Media training is not optional. The most powerful message can fall apart if your spokesperson isn’t confident or quotable.
- A good PR agency amplifies your brand’s voice. They translate it into stories that stick, resonate, and get published.
- Partnering with experts isn’t about outsourcing control. It’s about getting clarity, consistency, and credibility — the holy trinity of lasting reputation.
Brands love the idea of doing PR in-house. With this strategy, the company is in complete control of the narrative and the pacing of programs. In-house PR feels efficient, personal, and cost-effective — until the press releases vanish into inbox oblivion, journalists stop replying, and the stories that do come out sound suspiciously off-brand.
What went wrong?
It’s not that your team isn’t trying. It’s that PR isn’t a program you can run by following an instruction manual. It isn’t enough to send your communications staff on a PR training course to run your PR efforts smoothly, with a back-up plan in place for any possible kinks. PR is an art form that thrives on experience, timing, and connections — and that’s where most internal teams stumble.
If you’re wondering why your PR efforts aren’t making noise, here’s a look at what might be going wrong.
Common Reasons In-House PR Efforts Fall Flat
1. No real media relationships.
Journalists don’t respond to “info@company.com” emails, no matter how catchy the subject line. They reply to people they know, who’ve earned their trust over time. Without that network, most pitches get buried before they’re even opened.
2. Pitching like a marketer.
Your team may be used to selling products, not telling stories. Marketing practitioners aren’t always PR savvy, nor do they know what the media is on the lookout for. Reporters aren’t looking for features; they’re looking for narratives that matter to readers. A marketing-style press release reads like an ad, not a headline.
3. Inconsistent seeding.
You can’t send one press release every quarter and call it a “media plan.” Visibility comes from consistent seeding, keeping the brand name circulating naturally, not just when there’s something to announce.
4. Overloaded teams.
Your marketing and comms people are juggling five other priorities. PR gets pushed to the end of the to-do list (because they don’t think it’s a priority), which usually means rushed execution and missed timing.
5. Lack of media training.
Even a great story collapses if your spokesperson isn’t prepared. One nervous quote or off-hand comment can derail months of effort. It’s not just about saying the right thing, it’s also about saying it well.
Would a Professional PR Team Make a Difference?
PR agencies don’t just “do” PR.
They first diagnose, look for what’s missing, why messages aren’t sticking, and then propose how to fix it. Here’s why:
- They see what your team can’t. Agencies have fresh eyes, coming from the outside looking in. They can pinpoint why your brand narrative isn’t landing—experience has built their expertise to diagnose accurately.
- They speak fluent newsroom. Seasoned PR practitioners know how editors think. They understand what makes a story newsworthy, and know when to pitch (or when to be silent).
- They build trust that can’t be bought. Media engagement isn’t about one-off coverage; it’s more about relationships. Agencies spend years cultivating credibility with journalists, which means your stories get seen, not skipped.
- They train your messengers. The best PR agencies offer media training programs to help spokespeople find their voice while remaining within their comfort zone yet come off as authentic, confident, and press-ready. Because looking composed under pressure is not a natural talent; it’s a learned skill.
What Effective PR Actually Looks Like
An agency-backed PR strategy blends media engagement, message design, and seeding, making sure the story reaches the right eyes at the right time. It’s about orchestrating a steady rhythm of visibility that earns attention rather than buying it. That rhythm is built on three things:
- Media Engagement: Strategic relationship-building that earns coverage, not chases it.
- Media Training: Ensuring your representatives look as credible as your brand’s reputation deserves.
- Press Release Seeding & Pitching: More than just distribution, positioning stories that editors want to publish.
When It’s Time to Bring in Experts
If journalists aren’t biting, coverage feels random, or your messaging sounds flat, don’t take it negatively. It’s not a sign of failure, more a sign of growth.
Outsourcing to an agency doesn’t mean surrendering control. It means collaborating with people who can translate your brand’s story into language the media understands.
Stop Guessing and Start Gaining Ground
You can keep pushing press releases into the void, or you can start shaping the stories that get remembered. The difference isn’t luck, it’s strategy, relationships, and the right people guiding your voice.
Sometimes the smartest thing a brand can do for its reputation is admit that expertise isn’t a luxury. It’s the difference between being seen and being heard.
Want to explore working with PR Professionals? Set an appointment now.