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Press relations on a success basis - A good way to get into the press or not?

Press relations are an important part of corporate communications and can help raise a company's profile and reputation. One way to get into the press is through success-based press relations. But how does this type of press work and is it really a good way to get in the media?

Press relations on a contingency basis means that a PR agency or PR manager is only paid if they have placed a press report about the company in the media. If no placement is made, there is no cost to the company. At first glance, this sounds like a good way to cut costs and still get media coverage.

But on closer inspection, there are also disadvantages to press relations on a contingency basis. For one thing, PR agencies and PR managers have a financial interest in achieving the highest possible number of placements, since that's the only way they get paid. This can lead them to aim for quick and easy placements rather than building long-term and sustainable press relations.

Second, it is difficult to measure the success of press relations on a performance basis. A successful placement report alone does not guarantee sustained success and long-term attention. It is important that press relations are aligned with the company's goals and include strategic and long-term planning.

Another disadvantage of success-based press relations is that it can often result in more expensive costs than traditional press relations. If a PR manager or agency is only paid when they achieve a placement, the cost of a placement must be higher to offset the labor and cost of an unsuccessful placement.

Overall, press relations on a contingency basis is an option to save costs, but it also comes with disadvantages. However, long-term, sustainable press relations requires strategic planning and should not focus solely on placement success. Companies should carefully consider which type of press relations best fits their goals and resources.