--- title: "The Value of PR: Hint, Not All PR is Good PR" url: https://burnaze.com/article/3e6f1f00-829a-4367-b1ee-b9887e99df15 source: "1851 Franchise" original_url: https://1851franchise.com/mainland/the-value-of-pr-hint-not-all-pr-is-good-pr-2717954 category: "General" published: 2022-02-10T15:10:00.000Z modified: 2026-11-01T22:33:48.009Z image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/1700121324_2717954.png --- # The Value of PR: Hint, Not All PR is Good PR **TL;DR:** The value of PR can be difficult to evaluate, but there are insights that can help bridge the value of public relations. Mainland, a PR agency, builds customized PR plans and focuses on human interest stories to gain lift. *originally published in 1851 Franchise on 2022-02-10. [Read the original](https://1851franchise.com/mainland/the-value-of-pr-hint-not-all-pr-is-good-pr-2717954).* ## Key facts - Mainland builds customized PR plans - Agency focuses on human interest stories - Right story told consistently gains lift ## Story We live in a world where we can connect data to almost everything. And for years, public relations (PR) agencies have tried to explain the value of this industry. Sure, there are certainly moments when PR is super impactful. For example, a buyer who is qualified and ready to buy acts immediately upon seeing you on TV, reading about you in print or learning of your brand online. But the majority of PR moments take time to materialize because they serve as the first touchpoint with an eventual buyer. This can make PR incredibly difficult to evaluate. ## Pr value insights Still, here are some insights that can be helpful toward bridging that value. 1. We build a detailed and customized **PR plan** for each story. 2. We build a robust **media list** of all potential reporters and outlets. 3. We get creative to find **nontraditional media** with large audiences. 4. We **build relationships** and do our research to ensure we’re always talking to the right journalist. 5. We focus on pitching **human interest stories** to boost intrigue from the media. 6. We **never spam**. We leverage relationships to pitch targeted stories that journalists want to read. 7. We stay on top of the **news cycle** so that we can effectively insert our clients into the news of the day. 8. We offer **crisis management**. ## Agency approach Mainland was built on the idea that we could be strong consultants, not just to our clients, but also to the media. And by thinking very carefully about the stories we create and give to them, we have established ourselves as essential resources to journalists at a range of outlets. Our stories are built to be created from interviews, giving journalists something more substantial and compelling to work with. A common pitfall among agencies is that they fail to show their clients a pathway for what to do with the great stories and PR they receive, leaving brands to wonder, “What now?” Here are just some of the ways we earn great press for our brands. In order to stand out from other businesses offering a similar product or service, we understand that you have to find your niche, identify your key differentiators and hone in on your target persona. Not only do you have to consider what type of businesses might use your product or service, but you have to know about the decision makers at those companies. Who are they? What are their backgrounds? What gap does this fill in the marketplace, and how does your product or service make their jobs easier? We can help you answer the above questions by bringing years of experience (and a fresh set of eyes) to the table. We help brands discover their differentiators, identify their “why us” and determine potential new target audiences. Then, we build a comprehensive marketing strategy to get the right stories in front of the right people. At Mainland, we focus on leveraging the people behind the brand. That includes digging into a company’s founding story, using case studies of people who have used a product or service, or positioning executives as thought leaders on relevant topics. ## Pitching strategy Most PR agencies treat pitching as a numbers game, sending out as many cold emails to as many reporters and outlets as possible, hoping that at least one fish will bite. At Mainland, we’ve found a better way. Our team of PR experts carefully craft media pitches that center around the human beings behind the brands. We know that brands don’t sell brands, people do. Instead of blasting out a pitch to every reporter at a given outlet, we do extensive research to determine which reporter is the best fit for our pitch before hitting send. We build and nurture our media relationships so that our pitches are prioritized and received with eager interest. So, no, not all PR is good PR. Some PR is really bad PR. But the right story told to the right people in a consistent way is the way you gain lift. PR can be incredibly difficult to evaluate, but here are some of the ways our media relations team secures earned media coverage to add credibility and build an audience. ## Entities - 1851 Franchise (publication) - General (sector) - Mainland (company) - public relations (topic) - crisis management (topic) - media strategy (topic) - pr value (topic) --- Originally reported by 1851 Franchise (https://1851franchise.com/mainland/the-value-of-pr-hint-not-all-pr-is-good-pr-2717954). Summarized by Burnaze (https://burnaze.com/article/3e6f1f00-829a-4367-b1ee-b9887e99df15).