Press relations aim to boost a company’s visibility and build its reputation in the market. Whether promoting a new product, managing a crisis, or strengthening brand image, the core goal of a Press Office is to generate strategic media coverage organically. To achieve this, detailed communication plans are developed, with actions targeted at reaching the defined objectives.

However, because press relations rely on organic strategies—meaning that story placement depends on the interest of journalists and editors—this unpredictability can sometimes lead to frustration for both the Press Office team and the client if expectations aren’t aligned.

What Should Be Done at This Point?

During the development of a company’s communication plan, the client must be informed about all the steps involved in reaching the defined objective. Transparency is key to the relationship between the Press Office and the client—there must be a clear understanding of each stage, from content production to the possibility that a story may not be published.

At this stage, the Press Office team must act proactively, adjusting strategies, evaluating feedback, and redefining the action plan. At the same time, to avoid misunderstandings and maintain transparency, the team should regularly update the client on progress and ongoing efforts, reinforcing their dedication and commitment, even when immediate results aren’t visible.

This communicative approach helps reinforce the value of the Press Office’s work, showing that the service goes far beyond published articles: it’s also about relationships and persistence.