I've Worked in PR for 17 Years. Here's Why You Shouldn't Hire Me. BIZ Experiencess often think they need PR. Most don't.

I recently met with a potential client. They've been in business for a few years, and they're eager to start growing fast. That's why they want press. "Get me a big feature in a major publication," they told me.

Then I told them three truths they didn't want to hear:

Hard truth #1: You probably won't get that feature.

Hard truth #2: Even if you do get that feature, it won't help you the way you'd hope.

Hard truth #3: Don't hire me right now. You should do this stuff yourself.

I've been in this industry for 17 years. My agency, Jack Taylor, represents many premium brands in health and wellness. Hiring us is expensive, and I'm proud of the work we do. And yet: My peers in PR may not like me saying this, but most BIZ Experiencess simply shouldn't hire people like us.

Why? Because PR isn't just about getting press. It's about telling your story — and you should not outsource that work until you've perfected it internally. You need to refine your brand story, know how to tell it, and understand the complex media landscape yourself.

Related: PR vs. Marketing — Which One Delivers Better ROI for Your Business?

That way, when you actually do hire PR, you'll know exactly what you're looking for — and you'll know whether your money is being well spent.

So how do you start? Here are three things you need to know.

1. PR has massively changed.

When I started in this industry, a publicist mostly did one thing: They got you press. This meant setting up meetings with reporters and editors, which hopefully led to great coverage in newspapers, magazines, and TV shows. The impact of this coverage could last months, or even change a company's fortunes.

Now, the impact might last days…or it might have no impact at all.

Everything has changed. Newspaper and magazine readership is declining. In Google searches, sites like Reddit now often rank higher than traditional media sites. A press hit can still be valuable, but in a more nuanced way.

For example: You might get quoted by The New York Times; it'll drive zero sales but is great for your brand reputation. Then you might get featured in a random mommy blog; it'll drive great sales but do nothing for your reputation. Everything's a trade-off.

Here's another example: Decades ago, everyone sent a press release. Today, you should run away from anyone who suggests it. Press releases are emailed to reporters who promptly delete them, and they're distributed to forgotten corners of the internet where nobody reads them.

As a result of all this, a modern publicist must be more than just a press-chaser. PR today is about brand-building, storytelling, and getting you in front of the right customers — whether through influencer marketing, podcasts, social media, viral videos, partnerships, or affiliate marketing. The best publicists do it all. They are an extension of your marketing department.

And this means something important…

Related: PR Isn't Everyone's Forte. Is It Time For You to Bring in the Pros?

2. You better understand how PR works.

Effective PR crafts a narrative around the problem your product or service solves, rather than just promoting the product itself. Often, the most compelling PR stories barely mention the brand at all. Instead, they focus on the larger issues or trends that make your brand relevant and necessary.

Let's say you're promoting a health supplement. Instead of just seeking articles about how great your product is (which almost zero reporters will write), more enduring PR might involve having your brand's medical experts discuss GLP-1-related issues and their impact on metabolic health in America. This creates topical educational content about the broader metabolic health crisis while also positioning your brand as a thought leader in the field.

Maybe you're thinking, But how will those articles directly drive sales? The answer: They won't, and that's OK.

This is another misconception about PR: Founders often think of it as a silver bullet for sales. They want to hire a publicist to drive attention for the brand, hoping it leads to a sales blast. Instead, PR has to be a long game. It's the slow grind of building awareness and authority.

If sales is your primary goal, don't look for traditional media coverage at all — because, as I said above, the outcomes are too varied.

Instead, find a publicist who really understands affiliate marketing. They'll focus on getting your brand featured in e-commerce-focused articles like "10 Best Shaving Creams for Men," where your affiliate link will track conversions and give the media outlet a cut of those sales.

Related: 7 Marketing Strategies to Accelerate Your Business

3. Before you hire PR, do it yourself.

Maybe you're reading this and thinking, This sounds complicated. Isn't this why I should hire a publicist? The answer is no. This is exactly why you shouldn't hire a publicist — at least, not yet.

Perhaps you've heard this old saying before: The creative is only as good as the brief. In other words, an ad agency can't make an amazing ad for you unless you give them incredibly specific guidance about what they're selling.

The same is true here. Many publicists are talented, but they'll never understand your brand as well as you do. You will always be your brand's top expert, which means that you need to perfect the way you tell your brand's story — which means that you should start pitching by yourself. Learn by doing.

How? Put yourself in the shoes of a publication you're targeting. Ask yourself, "What part of my story provides value to their reader?" And be realistic! The answer cannot be, "Because I'm so valuable and inspirational." Every publication's readers have some kind of desire — whether it's to be healthier, more stylish, smarter, or better entertained. How do you and your brand add value to these people?

Once you figure that out, reverse engineer your pitch to tell that story.

This is the core of public relations. It's not about the story you want to tell — it's about finding the part of your brand that connects with that publication's audience.

I won't sugarcoat it: You'll get ignored and rejected a lot. But guess what? Publicists do too. The difference is that by doing this yourself, you'll start to understand what resonates and what doesn't. You'll begin to see what this effort is worth — and you won't have spent a dime.

Don't outsource your PR until you feel you've gotten as far as you can without it. But when it's time…

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4. How to hire PR

Hire PR with the same diligence you'd apply to a lawyer or an accountant. Do some digging. Ask to see their current work, get references from their clients, and read their recent press. Most PR firms are public-facing, so this should be easy to find.

While you're at it, ask about their client retention. If they're losing clients every six months, there's probably a reason — and not a good one. In our agency, we typically stay with our clients for five to seven years. Long-term relationships allow for deeper understanding and more effective storytelling.

Your PR agency should understand that effective PR is a mosaic that weaves together various elements to tell a cohesive brand story. Don't settle for someone who only wants to do things one way.

But honestly, by the time you're ready to hire PR, you'll know all this already — because after doing your own PR, you'll be prepared to finally outsource it to the right partner.

Related: How Modern PR Differs From Traditional PR — and Why It's a Crucial Part of Any Successful Business Strategy