Every PR practitioner has seen it happen: A client with great potential quietly undermines their own PR strategy, not through scandal or crisis, but through minor actions that seem harmless—until they aren’t. A polished yet lifeless quote here, a blitz of dud press releases there, and before long, media connections that took years to cultivate start to fray.
The good news is that most of these client missteps share a common thread: a basic misunderstanding of what PR is and how it works over time. Here, members of Forbes Agency Council share insights into mistakes they’ve repeatedly seen clients make with PR and media and how they coached them toward more strategic, effective and sustainable approaches.
1. Coming Across As Too Polished
A quiet PR killer is sounding too polished. Clients show up with safe, corporate language, so reporters cannot pull a usable quote and coverage becomes forgettable. We coach them to unlearn that by building a “point of view bank”: a few clear opinions, proof points and memorable lines they can repeat. The goal is not to do more talking; it is to be quotable. – Robert Burko, Elite Digital Inc.
2. Relying On Generic, Promotional Content
Treating PR as SEO-lite by producing a generic blog is a major mistake; it lacks the insight journalists and AI demand. The secret is to ditch the “promotion” mindset and move toward owning a specific industry problem. Take our construction client: We helped them move past generic PR to build a “moat of authority” centered on sustainability. When you stop pitching and start leading, you win the niche. – Vin Sonpal, CS Web Solutions
3. Expecting Immediate, Measurable ROI
I see clients trying to prove immediate ROI from their public relations rather than seeing it as a long-term investment. I advise clients that if they want near-term guaranteed results, they should buy advertising. PR is a long-term investment that yields results over the long term—sometimes even three to five years after starting! It takes that long to develop relationships and measurable results. – Nancy Marshall, Marshall Communications
4. Treating PR As A Series Of Moments
One pattern I see is clients treating PR as a series of moments rather than as a sustained narrative. Launches generate attention, but without consistency, the impact fades. I encourage clients to step back, define the few messages they want to own and reinforce them over time. Unlearning the drive to chase after constant newness is often what builds lasting credibility. – Manuel Machado, CCOMGROUP Inc.
5. Trying To Appeal To Everyone
A mistake I see all the time is clients trying to say everything so they don’t get boxed in. They overgeneralize until nothing stands out. Over time, that quietly kills PR because reporters and audiences cannot tell what you are actually known for. Say less. Take a clear position. The firms that win PR are not the ones with the most information. They are the ones with the clearest signal. – Jason Bland,
6. Going Silent Between Major Announcements
Many clients treat PR as a transactional tool used only for “big announcements,” which erodes authority between news cycles. This hit-or-miss mindset prevents the compounding trust built through steady media relationships. I coach clients to unlearn this by shifting to a slow-burn strategy: providing consistent value and expert commentary even when they aren’t actively selling a product. – Lisa Montenegro, Digital Marketing Experts – LM Marketing
Clients often treat PR with a one-and-done mentality. If you’re expecting real results, PR isn’t something you can switch on for a product launch and then turn off again. Strong media relationships drive successful campaigns and are built on momentum and trust. Unlearning this habit requires a mindset shift, consistent effort and belief in the long-term process. – Brock Murray, seoplus+
8. Prioritizing Press Releases Over Thought Leadership
A common mistake is overrelying on press releases while neglecting proactive thought leadership. Hard news matters, but it is rarely what journalists want to lead with. We coach clients to invest in contributed articles, Q&As and second-day commentary tied to industry events. Media relationships form faster when expertise aligns with what reporters are already covering. – Susan Thomas, 10Fold Communications
Brands often treat PR like a volume game, repeatedly pitching the same angle to the same media after doing little research into the journalist. It doesn’t fail loudly, but it quietly erodes trust. I coach clients to slow down, do the homework and lead with relevance. – Sarah Tourville, Media Frenzy Global
Many treat PR as a moment, not a discipline, chasing visibility spikes instead of building credibility. Short-term coverage can impress, but without message consistency and alignment, trust erodes. I now advise clients to shift from chasing headlines to owning the narrative—to ask, “What do we want to be trusted for?” not, “How do we get attention?” – Taazima Kala, Hotwire
Clients can cry wolf and treat every milestone as news, regardless of whether it’s newsworthy or not. This erodes journalists’ trust over time. I coach my clients to think about what’s of interest to journalists and ask if it adds real value to readers. Understanding what reporters look for helps set expectations so you can reserve outreach for moments that matter and timely stories. – Ayelet Noff, SlicedBrand
Sharing only polished messaging instead of offering real visibility into the company’s story, values and impact limits trust and media interest over time. We coach clients to lead with transparency, human stories and behind-the-scenes insights that build credibility and create more meaningful, lasting coverage. – Bernard May, National Positions
One mistake I see often is when clients think they need a formal “news” announcement to do PR. That mindset handcuffs clients into building a press-release machine versus a relationship channel. I encourage them to show up consistently with a point of view through commentary on trends. Those in the media value credible sources, not just announcements. PR compounds when you participate in the conversation. – John McCartney, Jmac PR
We don’t subscribe to the adage “all PR is good PR,” but we do believe that most PR is good PR. So when clients initially turn down opportunities, we seek to understand why and educate them accordingly. We also offer free “media 101” training to explain how accepting opportunities helps build credibility and rapport, increasing their chances of gaining coverage in a top-tier outlet. – Chintan Shah, KNB Communications
When clients treat PR like a singular campaign instead of a system, they chase one hit, one headline, one spike. Over time, this fragments the message and trains reporters to see them as inconsistent. I coach teams to lock in on a few durable points of view and repeat them until the market can repeat them back. – Christine Wetzler, Pietryla PR & Marketing
CEOs are busy individuals and thus often come to media interviews not knowing the reporter’s angle, perspective or audience. Our process is to do a prior review of the reporter’s articles to understand their perspective on the industry. This way, our client is not caught off guard by certain questions and can effectively deliver the company’s value proposition to this specific audience. – Scott Powell, Skyline Corporate Communications Group, LLC
We often see overspending on PR for short-term wins without a clear long-term strategy. While this can generate quick visibility, it often leads to diminishing returns over time and forces reactive pivots. We coach clients to focus on sustained partnerships and strategic media investments that create lasting brand equity and deliver value not just to current audiences, but to future ones as well. – Jordan Edelson, Appetizer Mobile LLC
I’ve often seen clients share everything on calls with reporters except for a quotable piece of information and then wonder why they weren’t quoted in the article. We coach our clients to understand what reporters need within the framework of their stories, which increases their presence in coverage—and thus, their company’s brand awareness—in the process. – Starr Million Baker, INK Communications Co.
Clients chase placements like trophies, but a quote in a top-tier outlet means nothing if it’s forgettable. We coach them to aim for authority by saying something only they can say. We measure brand authority, not impressions. Buyers want a company thinking ahead for them. They know the difference between a brand that’s everywhere and one that’s leading. – Kathleen Lucente, Red Fan Communications
