When it comes to PR, many brands dream of seeing their name in lights. Their minds immediately jump to the glitz and glamour of top-tier media — The New York Times, Good Morning America, The Wall Street Journal,and more.

Don’t get me wrong… major mainstream media placements are always amazing. But PR isn’t about cherry-picking the “perfect” PR placement. One single, big-name hit is an incredible milestone, but it’s not enough to drive visibility and credibility over the long term. PR is about the cumulative impact of every opportunity to share your story with the right audience —  from niche verticals, local/regional outlets, and trade publications all the way up to the bigger national and mainstream media wins.

So, ask yourself: Are you a PR snob? If you’re launching a PR program with the goal of securing one or two major mainstream PR placements right out of the gates, it might be time to rethink your approach.

All Media Placements Matter

Whether it’s a mention in a regional business journal, a trade publication covering your industry, or an emerging influencer’s blog, every media hit helps establish your brand’s presence. While these “smaller” PR placements may not have the same instant wow factor as national outlets, they can serve an important purpose — from building a media portfolio to reaching new or niche audience targets, and more.

For example, a feature in a top-tier tech publication may build credibility with investors, but a targeted article in an HR trade magazine might be what actually drives leads for your recruitment software. An appearance on a local TV segment can be added to a media reel and sent to national press outlets as part of a bigger pitch to demonstrate on-camera experience. A byline article in an industry publication can be submitted as part of an application for a PR speaking opportunity at an industry conference or event.

Different media serve different purposes, and a well-rounded PR strategy should leverage them all.

PR Volume & Consistency Is Key

PR is not a one-and-done effort. Visibility isn’t achieved by landing a single feature in a prestigious outlet. It’s built over time through consistent exposure across a range of media. Think of it like a drumbeat. Each hit reinforces your brand message and ensures your name stays top of mind.

This volume also helps maximize your reach. Let’s face it, not every piece of media coverage will resonate with every audience, and that’s OK. The goal is to create a wide-enough net that you reach as many of your target audiences as possible. And when multiple pieces of coverage stack up, the cumulative PR impact becomes impossible to ignore.

The Power of Verticals & Trade Media Coverage

Trade publications, vertical outlets, and niche blogs are often overlooked in favor of mainstream media. But for many industries, these are the publications that really matter. They’re trusted sources for decision-makers, and they often dive deeper into the topics that are most relevant to your audience.

For instance, if you’re a health and wellness brand, a PR placement in Well + Good might resonate more with your audience than a mention in a general lifestyle magazine. Or if you’re in HR tech, trade publications like Workforce can establish your authority with a highly targeted group of professionals.

Verticals also tend to be more open to covering niche stories and thought leadership, providing opportunities to showcase your expertise in a way that larger media outlets might not.

PR Success Is Cumulative

At the end of the day, PR isn’t about landing the one big win within top-tier media, it’s about creating a steady stream of publicity wins that work together to tell your brand’s story. Each PR placement, no matter how big or small, is a building block that contributes to your overall visibility and credibility.

So, instead of turning your nose up at PR opportunities that don’t seem glamorous enough, embrace the power of all media. Some of the most successful brands aren’t PR snobs but PR strategists who understand that every piece of media coverage counts.

Ready to build a PR strategy that leverages every opportunity? Let’s chat. Reach out to us at makesomenoise@resoundmarketing.com.