Many brands, both B2B and consumer, ask us how long they should invest in PR. The honest answer: PR is a long-term strategy, not a quick fix. If you’re feeling hesitant or considering cutting your PR budget, it’s important to understand that meaningful PR results don’t happen overnight. 

Whether you’re an established consumer brand trying to stay relevant to customers or a B2B company building thought leadership, sustained PR efforts are what build visibility, credibility, and real business value over time. In fact, studies show nearly half of people engage with a company only after seeing at least 3-5 pieces of content from them. In sales, you might’ve heard of the “Rule of 7″ which suggests that it takes approximately 7 touchpoints with a potential customer before they take action or make a purchase.

One press release or a few weeks of outreach isn’t enough – public relations is a marathon, not a sprint.

“You Can’t Microdose PR”

A PR colleague used this quote recently and it couldn’t be more apt. PR is all about the long game. It takes time to build media relationships and establish trust – and once you have it, it needs to be maintained continuously, over time. But the payoff is worth the wait. Think of PR like building a reputation brick by brick. Each article, product review, and thought leadership piece adds to your brand’s credibility. This holds true for consumer brands, which need ongoing buzz to stay top-of-mind with consumers, and B2B brands, which often have longer sales cycles and rely on consistent PR to nurture prospects, attract investors, and boost credibility.

Yes, there are some short-term PR efforts that can deliver short-term results – like a major product launch, a round of funding, or a big name partnership. But that awareness fades quickly if it isn’t sustained. Stopping your PR after a month or two is like planting a seed, getting a sprout, and then never watering it again.

Building Momentum Takes Months

For PR to truly move the needle, brands should plan on at least 6-12 months of consistent PR activity. Why this long? Because momentum builds gradually. Over a half-year or more of steady coverage, several things start to happen– your messaging gets refined, your brand name begins to sound familiar with journalists and customers, and your news has a compounding effect. One article leads to another, a smaller mention leads to a bigger feature, and so on. With continuous presence in relevant media, you stay top-of-mind, which influences purchasing decisions and builds trust over time.

Sustained PR also gives you the chance to measure and adjust your PR strategy for maximum impact. With a longer commitment, you can track which stories or outlets resonate best and adapt accordingly, something a short burst doesn’t allow. 

Bottom line, a strong reputation isn’t built in a month – it’s earned through consistency and persistence over the long-term. 

Case in Point: SupportPay’s Long-Term PR Success

One example of the long-game approach is SupportPay, a Resound Marketing client that evolved dramatically thanks in part to consistent PR. SupportPay began as a consumer-focused app to help divorced parents manage child support payments. Rather than treating PR as a one-off launch tactic, SupportPay invested in ongoing PR for years, securing press coverage for its founder story, product updates, and user successes. This steady drumbeat of publicity built a strong brand narrative and credibility in the market.

Over time, that credibility opened new doors. SupportPay successfully expanded into the B2B arena as an employee benefits solution, offering its platform to companies as a HR benefit for workers. By the time SupportPay made this pivot, it had a reputation and media presence that helped convince HR leaders and employers of its value. Today, SupportPay boasts over 100,000 users worldwide from its consumer roots, and is the first app of its kind offered as a workplace benefit by major companies like Hearst. This kind of transition didn’t happen in a mere month or two – it was the result of a sustained PR strategy that kept the brand in the spotlight and built trust across both consumer and business audiences.

The Long Game Pays Off

In PR, patience isn’t just a virtue, it’s a requirement. Brands that resist the urge for short-term fixes and commit to long-term PR are rewarded with greater visibility, stronger credibility, and tangible business impact. If you’re considering cutting your PR budget after a brief stint, remember that doing so might undo the momentum you’ve worked to build. However, maintaining your PR efforts for the long haul means each campaign, each mention, and each article builds upon the last, creating an upward spiral of recognition and goodwill.

Ready to commit to a PR strategy that delivers lasting results? Don’t let hesitation or short-term thinking hold your brand back. Get in touch with us today to learn how our team can create and execute a long-term PR program tailored to your goals. 

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