Common PR Pitfalls & What Good Looks Like

Every company wants a humming PR program that delivers big, broadly visible results, but there are a few obstacles I see come up time and time again. Believe it or not, these challenges stem from how PR is structured or integrated within an organization.

Shape & Scale has helped businesses solve these pitfalls and turn PR into a strategic advantage. When done right, PR amplifies your marketing efforts, supports sales, and positions your brand as a market leader.

If you’re building out your PR strategy, watch for these common pitfalls and take steps to address them early. They can make all the difference in turning your PR program into a competitive advantage.

1. PR isn’t connected to sales

PR and sales are more closely linked than most realize. Sales teams are on the frontlines, hearing directly from buyers about what’s working, what’s not, and where the gaps are. But too often, PR never taps into this insight.

PR teams should meet with sales regularly (I suggest at least quarterly) to ask:

• What messaging is resonating most with buyers? What objections or challenges are they encountering?

• How has the sales narrative evolved over time?

• Is there an “aha” moment in the sales cycle when the customer “gets it” and is inclined to buy?

• Have new competitors popped up that PR should be aware of?

• How are we losing deals? Why are we losing deals?

This kind of collaboration ensures that PR efforts reflect the timely and real pain points and motivations of your buyers and ideal customer personas (ICP). When PR aligns with sales, it can tell more compelling stories that drive both awareness and conversions.

2. PR is isolated from the rest of marketing

PR is often treated as separate from the rest of marketing, which can lead to missed opportunities and misaligned messaging.

For example, is your PR team aware of these key elements of your marketing strategy?

• What is your SEO strategy?

• What avenues are you paying for content (e.g., sponsored articles, influencers, and webinars)?

• Are there major events coming up with paid speaking slots or industry activations?

• What themes or storylines are being promoted across paid channels?

If PR isn’t looped in early, it often results in disjointed efforts — like a sponsored article dropping on a topic PR wasn’t aware of, or a big event where PR is only involved in writing the press release when they could do much more to maximize marketing spend. These moments should be opportunities to further enhance marketing’s efforts and ensure that narrative travels further..

It’s important to note that this isn’t just a problem for marketing to solve. PR teams need to proactively ask the right questions, identify where they can add value, and ensure messaging is consistent across all touchpoints. This kind of integration turns PR into a force multiplier.

3. CEOs avoid the spotlight

The CEO is the face of the brand. Yet, I often hear founders (especially technical ones) say, “I’m not the right person to be public-facing. We can give this to so-and-so, who is much better at speaking publicly than me.”

While it can feel daunting to step into the limelight, it is critical that your CEO leads the brand narrative — especially when you’re in startup mode. Buyers, investors, and even employees want to hear directly from the person driving the vision. This type of thought leadership is a key part of building trust and credibility.

As your company scales, you can expand the roster of spokespeople, but in the early days, the CEO is the best advocate for your brand and mission. That said, a good PR person will be able to coach your CEO and get them feeling better about how they show up in front of an audience — whether it’s a reporter or a whole room of people.

4. Fixating on top-tier media

Every PR person loves a tier-1 hit - The New York Times, TechCrunch, VentureBeat, and so on. You name it, I’ve heard it. It’s exciting, high-profile, and helps put your brand on the map. Many founders fixate on landing features in major publications, thinking these outlets are the ultimate measure of PR success. While these placements are valuable, great PR is about more than one big headline.

Effective PR requires a mix of coverage across business, tech, and trade media to maximize impact:

1. Business press reaches large, broad audiences, and helps to build credibility. Your investors and future investors typically pay attention with this coverage.

2. Tech media helps to create buzz and additional opportunities within the larger tech ecosystem. This is where your brand elevates and is part of the larger narrative of technology players within your industry.

3. Trade outlets speak directly to your buyer personas, influencing decision-making at the ground level. Here you build a brand for your actual product that is (ideally) helping people.

Trust your PR partner to guide this strategy. Believe me, we want a tier-1 hit as much as you do! But a skilled PR professional understands what outlets matter most for your goals and crafting the right story for the right publication. Fixating solely on tier-1 media often overlooks the channels that truly drive audience engagement and business outcomes.

5. Thinking It’s “Not the Right Time” for PR

Some startups hesitate to invest in PR, thinking they need to wait until they can afford a $25K/month agency.

In reality, you really don’t need a massive budget to see results. A senior-level PR consultant can do a lot with a $7,500 - $10,000 monthly budget, like crafting strategy, building relationships, and executing campaigns that deliver ROI. They can be especially helpful early on when you’re building messaging that you need to resonate with a larger audience.

The key is finding someone who understands your industry, has the right connections, and can make things happen without wasting time or resources. Momentum is your friend when it comes to PR, so don’t wait for the “perfect” time. Start now.

The takeaway

Great PR is about alignment, strategy, and execution. By avoiding these common pitfalls, you can turn PR into a powerful tool that amplifies your brand, supports your business goals, and helps you stand out in even the most crowded markets.

At Shape & Scale, we specialize in building PR programs that align seamlessly with your marketing and sales efforts to drive real impact. Let’s talk about how we can help your business stand out.