“Is your PR strategy working hard enough?”

By Alex Miarli:

Rather than your typical ‘Five things…’ post or another peek behind the curtain at agency life, this time, I’m trying something a little different.

There’s a question I keep seeing pop up time and time again. Whether it’s on LinkedIn or across meetings, there’s always something that links back to, “Is your PR strategy working hard enough?” 

The more I saw it, the more it got me thinking.

We’ve all been there, wondering if that perfectly crafted pitch or byline landed anywhere other than a junk folder. To me, it’s a bit like going to the gym, doing all this exercise and then checking the mirror expecting a six-pack after two sessions. You think you’re making progress, but are you actually moving the needle?

So, I went straight to the top to get answers. Not about my non-existent six-pack… but about PR. Someone who knows PR inside and out – our very own CEO, Lynsey Barry.

I thought it was time to put forward some of the big questions PR professionals – and their clients – should be asking, in a straight-talking, no-fluff deep dive Q&A into what really makes a strategy work.

Lynsey Barry, Five not 10's CEO and co-founder

Alex: So, Lyns, it feels like a lot of PR teams often get caught up in the tactics – press releases, bylines, briefings, the usual stuff – without really thinking about the strategy behind them. They’re doing the “doing,” but is it actually working?

Lynsey: That’s the core issue, isn’t it? There’s this misconception that strategy is some abstract, time-consuming thing that gets in the way of “real work.” People love the tangible outputs – the press release, the blog post, the stuff they can point to. The tactical.

But here’s the thing: those tactics are only effective if they’re rooted in a solid strategy. People fear the word strategy because they don’t fully understand it, or they think it will slow down the “doing” part.

My argument is that strategy streamlines the tactical execution. It makes sure everything you do is aligned with your audience and your business goals. You see, a strategy is just the bridge between what the business is trying to achieve and the people you’re trying to reach.

Alex: So, it’s about making the “doing” more purposeful?

Lynsey: Exactly! In PR, that often means connecting with journalists to reach your target audience. You don’t see those in advertising or marketing just throw up a billboard in Times Square without a plan, right? You’d think about your audience and your message. PR is no different.

But people often skip that crucial step. They know their business objectives, but they don’t figure out who they need to talk to and how to do it effectively. They just jump straight to the “talking,” and that’s where the disconnect happens.

For example, imagine you’re a CEO spending £Xk a month on PR. When it comes time to justify the budget, if they can’t see how the tactics or how PR is helping towards those wider business goals, then it gets the axe.

Alex: So, how do you make it obvious? How do you show the strategic impact of PR?

Lynsey: You figure out what PR can actually help with. PR is amazing for awareness, for example. Say you’re launching a new product that solves a problem. You need people to be aware of the problem first. You can’t just shout about your product in the media; that’s too sales-y. But you can talk about the problem, get people thinking, “Hey, I have that problem!” Then, when they hear about your product, it clicks.

So, when that CEO looks at the PR budget, they see how it fits into the bigger picture. They understand that awareness is the foundation for sales. If you pull the plug on PR, you’re pulling the plug on that foundation. They’ll think twice before cutting it.

But with that, it also means PR professionals must work closely with clients to understand what success looks like for them beyond just getting coverage. It’s about shaping the narrative, educating the market and making sure PR efforts drive real business outcomes and not just tactical noise.

Alex: Speaking of educating, it sometimes feels like there’s a need to educate the wider business on this too. How do we show them how PR aligns with business goals?

Lynsey: Well, every organisation is different, but sometimes individuals across the business can’t see the wood for the trees. Especially when everyone has an opinion about PR or what they think works. I mean, people wouldn’t go to their legal team and say, “Oh, actually, I don’t agree with that law. I'm just going to do something different.”

That’s why it’s even more important, I think, to have a reason behind why you’re doing something, because that’s what a strategy is. It’s the reason why you’re doing it.

It could simply be, “We’re doing this because it helps us sell more products.” Or, “We’re not doing that because it’s a distraction.” But to do it right, you need to know your audience and your message. A lot of PR fails because those pieces are missing. Sure, it might get coverage, but it doesn’t align with their goals.

Alex: It’s about asking the right questions first, then?

Lynsey: Absolutely. After all, it’s sometimes hard to take a step back and think, “Is that really how other people see the business?” Everyone involved should be asking, “Why are we doing this? What goal does it serve?" That takes away the smoke and mirrors of ‘the strategy’ and makes it more accessible.

Alex: So, from a leadership perspective, if a PR team falls into a tactical routine, how can leaders make sure they’re working strategically?

 

Lynsey: Put in the time. Business leaders often assume a long-term agency “just knows” what to do. Schedule regular sessions, ideally quarterly, to discuss priorities. It’s like a relationship; you can’t get too comfortable or that spark might go out.

And it’s not about spoon-feeding either, but sharing insights. PR teams should also push for that collaboration. The best work happens when it’s a true partnership, not a vendor relationship. If it’s one way, just handing over press releases, you’ll never harness the true power of PR.

Both sides need that open dialogue, to be prepared to challenge and be challenged. It’s about asking the right questions. My goal is for clients to say, “That’s a great question,” because then I know I’ve made them think.

Alex: Oooh, there’s the sound bite! So, how do PR professionals showcase value internally, beyond just senior leadership?

Lynsey: It’s about showing, not just telling. So, show how PR solves business problems, and be laser-focused on what it can deliver. If you’re constantly doing random press releases, you’re wasting time on things that don’t drive results. Focus on the work that gets people saying, “Wow, PR is really helping us,”. That could simply be getting buy-in on a small project, then building from there.

Alex: OK, final question: What advice would you give to a CEO who feels that their PR strategy isn’t working hard enough?

 

Lynsey: I would say, what are you trying to achieve and is it linking back to your business objectives? Make sure to ask the most powerful question, “Why?” – why is it not working hard enough? Why the BBC? What story will they cover? Are expectations realistic? If they are, then it might be the team or strategy. If not, it’s the wrong metrics.

Final thoughts

It’s easy to get caught up in being too busy or just focusing on “doing” without strategy.

The way forward? Show how PR is linking back to the business objectives and helping you to meet your goals and it will all come together. Get in touch with us today to find out if your PR strategy is working hard enough.