FAQ: Pay for Results PR

Key Takeaways

• Understanding Pay-for-Results PR: It focuses on guaranteed placements rather than earned media, often blurring the lines with advertising rather than genuine public relations.
• Differences in Content Types: Sponsored content lacks the credibility of earned media, which is authored by journalists and provides more lasting visibility and trust.
• Legitimacy and Strategy: Pay-for-play models can mislead clients, as true PR relies on building relationships with media, not just guaranteed placements; it’s essential to integrate paid content into a broader PR strategy.

Have you heard about “pay on results” PR? It seems pretty compelling, doesn’t it? Especially when you consider the fact that so many other PR firms don’t price PR services based on results like this. It’s worth reviewing what a pay-for-results PR is – and isn’t before you decide if it’s right for you.

How Does Pay for Results PR Work?

Pay-for-results PR firms tout their ability to guarantee placement in premium magazines and newspapers. On the surface, this may seem like a really good deal.

The services these companies offer is  sponsored placement and/or ghostwriting services; not earned media and certainly not public relations.

Don’t get me wrong, sponsored content isn’t necessarily a bad thing in itself. There is a place for it. But it’s important to know what it is and isn’t and where it fits into your overall plan.

What’s the Difference Between Sponsored Content and Media Coverage?

The difference between sponsored and earned content is the credibility and visibility it will receive.

Media coverage, or earned media, carries a credible third-party point of view from a journalist with a reputation to uphold. This is not the case with sponsored content—typically, no person’s name is attributed to the author of sponsored content, and that’s because there is no journalist behind the content.

Unlike earned media, sponsored content often has a shelf life. It might be a few months or a few years, but unlike editorial content, most outlets view sponsored content as a secondary priority and may or may not host it indefinitely.

A few years ago, I was interviewed about how to leverage PR coverage. This is important, especially for paid content, because the only “guarantee” for paid content is the placement. But unlike advertising, there are no guaranteed impressions or views, and much of the time, even though you paid for it, there’s no guarantee that it will include a link to your website or product.

How Does a Pay for PR Firm Guarantee Results?

You don’t need a PR firm to pay for sponsored content; this opportunity is available to almost anyone, which is how they can guarantee placement.

Placement is not a result. PR results are evidenced by how they impact your business. Placement is the lever to create results. For example, when we recommend sponsored content to our clients, we are very clear about how it fits into their overall strategy and how to maximize the business goals they’re trying to achieve.

Public relations is a strategic initiative and a brand investment. It might include paid content, earned media, word-of-mouth activations, or crisis communication, but those things do not create PR; they are the ingredients of a PR strategy.

Are Pay-for-Play PR Firms Legitimate?

Pay for Play is never PR. It’s advertising. These companies are wolves in sheep’s clothing. Why? Because they are betting on the fact that you don’t know the difference. It’s predatory. And that’s why PR firms are so transparent about distancing themselves from this kind of

But why do they call it PR and not content marketing? Because they know PR has more cache than content marketing.

There’s no shame in content marketing – we also offer it to our clients. But we do so within the context of their strategy and we educate our clients about what to expect.

PR firms with a reputation to uphold will never guarantee media coverage. Why? Editors have a lot to juggle, and sometimes a piece you think will hit gets bumped indefinitely. Sometimes, breaking news happens, and your story isn’t a story any longer. Sometimes, a journalist leaves a beat and never writes the story. PR firms work with journalists, but we always have to respect the role of the journalist and the editor. We work very hard to be a resource to media outlets and to be trusted. But we will destroy our reputation by offering to pay a journalist or demanding that a journalist retract an accurate, if unflattering, statement.