How many news stories is a typical PR worker likely to secure in a month?
Media and Public Relations Managers are responsible for the perceptions of the organizations they work with. They influence these perceptions by building relationships and shaping public opinion about a client or company through paid and earned media.
Most large companies employ professionals with some form of Public Relations certification to ensure they have the training and expertise to be effective in their role. PR managers need to adjust and adapt quickly to changing perceptions and have a plan in case of a PR emergency.
Public relations managers work closely with a company’s advertising and marketing team, and even the CEO, to put out a consistent brand message. The Bureau of Labor Statistics shows that public relations jobs are growing faster than average, making this a great option for professionals looking for a stable career.
How busy are PR managers?
We were curious about how busy PR managers are and how many stories they typically secure in a month. We decided to ask some industry experts, and here is what we found.
“On average, a regular PR writer should be aiming for at least 40 to 60 stories in a month.” Stated Sean O’Neal, President at Onclusive. “News-worthy articles should not be riddled with jargon as most readers are not experts on specific topics. Remember that when writing, it should be personable so the public can relate to and enjoy what they are reading. With this thought in mind, one of the most effective forms of PR is Online Media Communication since this kind of PR is vastly used by people today. It can be communicated through different online platforms and is much more accessible.”
We also spoke with Baron Christopher Hanson of RedBaronUSA. Mr. Hanson states, “It depends on how many relevant news sources, publications, and media opportunities A) exist in each particular client’s “PR marketplace,” and B) the client actually has time to engage, sit in on, show up for photography, or speech-give.
Public relations today, either as editorial news, proactive content, or promotional marketing, is about dazzling visual proof combined with constant informational narratives. Video and articles and viral social media attention are more rooted in captivating photography, sounds, and words that will maintain customer or constituent attention spans better than competitors.
How many news stories should a typical PR executive secure monthly for a client? Well, akin to any supply and demand graph, PR success expectations are a Venn diagram of 1) total budget and goals, 2) total target news sources, and 3) total of mutual client and PR firm bandwidth and time to expertly pitch them all with calls, visits, press releases, and photo-video content production.”
What types of PR is best?
Beyond how busy certified PR managers are, we were also curious about what type of PR is best for organizations to pursue. Jeff Mains of Champion Leadership Group LLC states the best type of PR is Media Relations.
“To effectively communicate important information to one’s intended audience, one must have a solid working connection with the relevant media outlets. Public relations experts have the ability to put their clients in the limelight by submitting press releases and interview pitches to the media outlets that provide these businesses with the opportunity to communicate with the audiences that are most important to them. Journalists need a steady flow of news to keep their pages and airwaves updated; hence, the development of captivating news stories for the media that include the participation of organizations seeking visibility in the media is beneficial to both sides.”
Mr. Hanson also had an opinion on the best types of PR. He states, “The best type of PR is authentic news that targets the right customers, by explaining the best narratives to these customers more frequently and interestingly, while drawing a line in the sand against competitors nearby. The best PR presents the most conclusive evidence that will lead marketplaces to decide for themselves that your company, offering, campaign, or cause is right for them. The best PR convinces customers to run towards you with their money, loyalty, votes, or donations.”