Why PR Isn’t Instant – And Why That’s a Good Thing for Your Brand

Image from Bohemian Traders via Flaunter

Patience might be a virtue… but let’s be real, nobody likes waiting. In a world driven by instant gratification, it’s easy to feel frustrated when your PR efforts don’t deliver immediate results. But here’s the truth: public relations is not a quick fix, or a one-and-done deal. It’s a long game that requires a sustained effort over time to build momentum, credibility, reputation and trust with your audience. While the idea of sending one pitch and landing a dream feature sounds appealing, the myth of overnight success in PR is just that – a myth. 

Success in anything takes consistency, and PR is no exception. It’s not about doing everything all at once – it’s about showing up regularly. Start by setting aside just a couple of hours each week to connect with media, update your press centre, share your latest links, and respond to callouts. These small, steady efforts build momentum over time.  

The key is to work smarter, not harder – find ways to simplify your process and stay organised so you can take control of your PR without needing to rely on outside help. 

Why PR is a long game? 

Unlike ordering your favourite vino from Jimmy Brings, when it comes to PR you can’t just pick up the phone or send a message and expect coverage to magically appear. Successful PR requires a carefully crafted, long-term strategy that’s tailored to your brand’s specific goals and objectives. That means consistently nurturing journalist relationships, uncovering compelling story angles, and securing media coverage that resonates with your audience. 

 It’s not just about getting a single story placed but rather creating a sustained presence in the media that reinforces your brand’s messaging and builds credibility over time. By taking a patient and persistent approach, you can create a strong and lasting PR foundation that delivers real results for your brand. 

How long should brands expect to wait before seeing results? 

There’s no exact science to predicting when PR efforts will pay off. Every industry is different, every audience unique – and let’s not forget the ever-changing news cycle. Timing, relevance, and a little bit of luck all play a role. That’s why the possibilities are endless… and sometimes unpredictable. 

As a general rule of thumb, most brands start seeing media placements anywhere from a few weeks to a few months into their PR campaigns. That said, it’s wise to give it at least six months before expecting to see real impact. PR takes time – and that’s okay. 

Don’t get discouraged if things don’t happen overnight. Stay committed, keep showing up, and trust the process. With a consistent approach and a clear strategy, you’ll build a strong foundation that leads to meaningful, lasting results. 

And if you're wondering what kind of PR strategy makes sense for where your brand is right now, we’ve written a guide that breaks it all down.  

From launch to growth to legacy, our blog on PR strategies for each stage of a brand’s lifecycle helps you tailor your approach to match your brand’s current phase – so you’re not just doing PR, you’re doing it with purpose. 

Why it’s worth the wait! 

Publicity can be a game-changer for your brand. It builds recognition and credibility, gives you a competitive edge, strengthens relationships, fosters trust and loyalty, and amplifies the kind of glowing feedback that turns happy customers into vocal advocates. And let’s be honest—when it comes to marketing, isn’t word-of-mouth still the holy grail? 

But PR isn’t just about getting noticed – it’s about building long-term relationships. Think of it like dating or therapy (yes, really). You wouldn’t expect a lifelong bond after one coffee date, and your therapist would probably remind you that rushing the process rarely leads to lasting results. The same goes for PR. Overnight success might happen, but it’s often fleeting – or driven by hype rather than substance. 

Instead, the real magic happens when you commit to the slow burn. When you show up consistently, nurture connections, and give your strategy time to breathe. That’s when PR starts working for you – not just as a one-off win, but as a foundation for long-term brand growth. 

How to play the long game… 

Start With Clarity  

First things first – get clear on your brand’s goals and know your audience like the back of your hand. You can’t expect great results if you don’t even understand who you’re talking to. PR isn’t just about sending out a pitch and hoping for the best – it’s about building meaningful connections with the right people, at the right time. 

Understand the Media You’re Pitching To 

Generic pitches often don’t cut it. That’s where understanding the media and journalists you’re pitching to comes in – like, really understanding them. It’s far more effective to send a tailored pitch to 10 journalists who actually cover your niche than to blast a generic email to 50 and hope for the best. Journalists have beats, interests, and deadlines—so always frame your pitch around what matters to them.  What’s in it for their readers? Why does your story suit their publication? The more relevant and thoughtful your approach, the better your chances of getting noticed – and getting covered. 

Build Real Relationships With Creators  

The same goes for your relationships with influencers and creators. Don’t just involve 20 people in a single campaign and hope for the best. Instead, select thoughtfully a few who genuinely align with your brand – and take the time to get to know them. Real connection leads to real impact. When you build long-term relationships with creators who understand your values and speak to your audience, you’re setting your brand up for long-term results. 

Want to know how to do this well? Read our blog on building relationships with influencers – it’s packed with practical tips to help you move beyond one-off collaborations and into partnerships that actually support your brand’s bigger picture. 

Think Beyond the Sale 

With your consumers, it’s not just about the transaction – it’s about what happens after. Focus on strategies that go beyond the initial purchase. What systems do you have in place to keep the relationship alive? Are you nurturing loyalty, inviting feedback, or creating moments that make people feel seen and valued? Because, just like any relationship, if you vanish after the first date (or the first sale), don’t expect a second. Long-term brand success comes from building trust, not just making sales – and that means showing up consistently, even after the checkout page. 

Ready to take control of your PR? Meet Flaunter.  

If you’re serious about playing the long game and building lasting media relationships, it’s time to upgrade your toolkit. Flaunter is your digital PR assistant and all-in-one PR software, designed to help brands like yours streamline outreach, manage assets, and get featured.  

Whether you're exploring DIY PR, looking for PR for small business, or simply wondering how to promote your brand, Flaunter gives you access to a powerful media contact database, press centre, and earned media tracking tools – all in one place.  

It’s the best PR software for brands who want to work smarter, not harder. 

To discover all the goodness Flaunter has to offer, head to our website and see how we can help you do PR, better.   

Ready to get started? Sign up for your two-week free trial today, or book a complimentary discovery call with our team at hello@flaunter.com.   

Your media coverage is waiting – Flaunter makes it happen.