I’ve been in the PR industry for nearly two decades, and like many in this field, I’ve dreamed of landing placements in top-tier publications like The New York Times, Washington Post, and CNN. For PR pros, that kind of coverage is the equivalent of having your band’s music video featured on MTV—back when MTV actually played music.

It took years of pitching and persistence, but I’ve successfully secured media coverage for clients, organizations, and thought leaders in outlets like The New York Times, CBS News, Al Jazeera, Univision, and CNBC, among others. I’m proud of every single placement. But here’s the truth: getting featured in a major outlet doesn’t mean the campaign is over. Far from it.

Media coverage is a powerful tool to build credibility and amplify your message to target audiences. It helps you reach people, even those who aren’t actively looking for your story. But when I hear PR consultants or potential clients talk about their media strategy and focus solely on top-tier placements, I always ask the same question:

“And then what?”

I’m not being facetious. When I build a communications strategy, media placements are just one component. They don’t define the success of a campaign. A truly effective PR strategy is driven by impact, which comes with measurable, tangible goals like:

• Increasing sales by a specific percentage
• Getting research cited in policy discussions
• Elevating your leadership profile to secure speaking engagements

That’s the real prize. Sure, a story in Newsweek can help, but it’s not the endgame.

Let me be clear: pursuing coverage in major outlets should absolutely be part of the overall strategy. But it shouldn’t be the only strategy or the only metric for success. If you’re hiring a PR strategist, you’re not just hiring someone to send email pitches. You’re hiring someone to drive meaningful results.

If your goal is to land a story in The Washington Post, that’s great and I can help make that happen. But I’m more interested in what that placement will do for your brand. Will it position you as a market leader? Will it establish you as a thought leader on a pressing issue? Will it help your research influence policy and attract funding?

I’m a results guy. My job isn’t done until your goals are met, not mine. Whether that includes an exclusive in The Wall Street Journal or a quote in Bloomberg, we’ll build a strategy that goes beyond headlines and drives real impact in your industry.

Ready to go beyond the headline?

Let’s build a PR strategy that drives real impact, whether that’s media coverage, policy influence, or industry leadership. If you’re serious about results, let’s talk. Email me at letsrock@rockerpr.com and hop on a call!