In this episode of PR Explored, host Michelle Garrett, a PR consultant, author and writer, talks with public relations consultant Crystal Richard about managing client expectations in the realm of public relations.

They delve into Crystal’s background, which includes over 15 years in the PR industry and founding her own company, Crystal Richard & Co. Crystal also shares details about her lifestyle and travel brand, East Coast Mermaid.

The discussion covers the critical aspect of setting realistic client expectations around media coverage, including the time it takes to secure placements, the importance of trade publications, and the role of consistency in pitching.

Michelle and Crystal also address common client misunderstandings regarding instant results in PR, the value of press releases, and the impact of shrinking newsroom staffs on media relations strategies.

They emphasize the need for clients to be proactive and understanding about the intricacies and timelines involved in media outreach and coverage.

Crystal offers valuable insights into effective media pitching, the significance of being available for media opportunities, and tips for businesses looking to handle their own PR.

00:00 Welcome to PR Explored

00:59 Meet Crystal Richard: PR Expert and Lifestyle Brand Founder

01:38 Crystal’s Unique PR Journey and Media Adventures

04:16 Discussing PR Expectations and Client Realities

06:28 The Challenges of Media Coverage and Client Education

12:17 The Importance of Setting Realistic PR Goals

24:32 Navigating Media Relations and Press Releases

32:06 The Importance of Press Releases in Modern PR

32:56 Effective Press Release Distribution Strategies

36:22 Adapting to Shrinking Newsrooms

39:36 Leveraging Thought Leadership and Affiliate Links

42:38 DIY PR: Tips for Small Businesses

44:20 Consistency and Persistence in PR Efforts

47:50 Building Relationships with Journalists

50:14 Setting Realistic PR Expectations

56:14 Crisis PR and Timing Considerations

57:37 Final Thoughts and Encouragement

Show notes:

Crystal Richard’s site: https://www.crystalrichard.com/

Follow Crystal Richard on LinkedIn: https://www.linkedin.com/in/crystalrichard/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

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About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.