08 Jun Why one-off PR doesn’t work, and what to do instead

It’s not that one-off PR efforts are always a waste of time. In rare cases, a single story can catch fire.

If I had a pound for every time a business called us looking for a ‘quick press release’ or a ‘bit of media coverage to give us a boost,’ I’d be writing this blog from a beach in Bali.

But let’s be honest – unless you’ve discovered a cure for cancer or launched a robot that can finally make and bring you a decent cup of tea, a standalone release won’t set the media world alight.

Instead, what actually works – and I say this after more than two decades in the PR industry – is having a long-term PR strategy. If you’re serious about brand visibility, media coverage, and growing your reputation, then playing the long game is non-negotiable.

Why short-term PR rarely delivers

The problem with one-hit-wonder PR isn’t the press release itself – it’s the unrealistic expectations behind it. People often think one good article will lead to instant fame or an inbox flooded with sales. It won’t.

The media, and your other audiences, don’t work that way. For a story to make a real impact, journalists need to believe that your brand matters, and that belief is built over time. Readers, viewers and listeners are no different.

You might catch their eye once, but unless they see your name again and again, they’ll forget you by the end of the day. According to marketing research, it takes between five to seven brand impressions for someone to remember your name.

In PR, the right media placement and repetition builds recognition, and this in turn builds trust. And trust? That’s what actually drives buying decisions, press coverage, and long-term credibility.

The drip-feed effect

Let’s say you’re an expert in tax planning. One article in Accountancy Today might be a win, but it won’t cement your reputation. What does is being consistently featured in various outlets: a column here, a podcast guest spot there, some commentary on budget day, a case study with a client.

Over time, you become ‘the person journalists go to’ for quotes on your area of expertise. This is what we call a drip-feed effect. Little and often wins the race.

A sustained strategy allows us to pitch your stories at the right time, to the right outlets, and in a way that helps journalists do their job. Remember, they’re busy.

They don’t want to be spammed with off-the-mark pitches from people they don’t know. They want reliable, informed contacts – and that’s something you become with regular, high-quality engagement.

Journalists are human too

One of the most overlooked elements of a successful PR strategy is relationship-building with journalists.

Just like customers, they need time to get to know you, understand what you bring to the table, and build confidence in your expertise.

When those relationships are established, things start to happen: they come to you for quotes, for comments, even for full features. But it only works if you’ve put in the groundwork.

Real impact takes time

There’s a reason people talk about ‘earned media’ – you earn your place in the public eye through consistent, strategic effort. Long-term PR isn’t just about press coverage either. It feeds into SEO (via backlinks from reputable media outlets), boosts your authority on social media, and strengthens your position in the market.

In fact, according to Nielsen research, PR is 90% more effective than advertising at influencing consumers. Why? Because people trust stories and expert opinions more than they trust a banner ad.

Think of your PR strategy like your diet. You won’t see lasting results from one healthy meal. But build a long-term habit, and the benefits become obvious – more energy, stronger performance, greater resilience. PR works the same way.

Build smart, not fast

There’s no silver bullet in PR. You can’t game the system with a one-off press release and expect to land a front-page feature. What you can do is build a solid, strategic presence in your industry over time.

At More Fire PR, we help brands do exactly this – build momentum that lasts. We won’t promise overnight success, but we’ll work with you to grow real influence, trust and results.

Mark Ferguson is the director of More Fire PR, helping ambitious businesses build lasting media presence through smart, strategic communications.