Why PR Isn’t About Forbes: How to Get Real Results from Media Relations
If you’ve ever thought, “I want my company featured in Forbes, TechCrunch, or Business Insider,” you’re not alone. Many business leaders equate big-name media placements with PR success. But here’s the truth: if you focus only on chasing those placements, you may be missing the real value that public relations can deliver for your brand.
The best PR isn’t about vanity placements—it’s about building consistent visibility, credibility, and trust with the audiences that matter most to your business. And sometimes, the most effective path doesn’t start with the “big three” at all.
The Misconception About Media Coverage
It’s easy to assume that if your company lands in a top-tier outlet, you’ve “made it.” But national journalists aren’t in the business of promoting your brand. They’re looking for stories that serve their readers—trends, industry shifts, or stories with real-world impact. If your pitch doesn’t fit into that framework, it simply won’t get covered.
That doesn’t mean your story isn’t worth telling. It just means the way to get meaningful coverage is to frame your expertise and brand around what the media wants—and more importantly, their audiences—care about most.
The Bigger Picture: What PR Can Actually Do for You
Instead of chasing one-off headlines, think about the long-term impact PR can have on your brand:
- Build Trust with Your Audience: Repeated mentions in the right outlets create credibility that no ad can buy.
- Boost Your Search Visibility: Media coverage often comes with high-quality backlinks that improve your Google rankings.
- Position You as an Expert: Consistently offering commentary on industry issues establishes your brand as a trusted authority.
- Reach the Right People: A feature in a niche trade publication can be more valuable than a general-interest article in Forbes—because it speaks directly to your customers.
- Open Doors for Opportunities: Media coverage often leads to invitations for speaking engagements, podcasts, or partnerships.
What Journalists Want—And How Your Brand Fits
When deciding what to cover, journalists look for stories that add value to their readers. That means you’ll have the most success when you focus your PR efforts on:
- Trends and Insights: Contributing to conversations already shaping your industry.
- Human Impact: Showing how your business or product makes a difference in people’s lives.
- Change or Disruption: Highlighting how your brand is responding to or driving change in the market.
- Credible Expertise: Offering timely commentary or perspective that helps explain what’s happening right now.
Rethinking Your PR Strategy
So what does this mean for you as a business leader considering PR? It means shifting your mindset from “I want to be in Forbes” to “I want to build credibility and awareness that actually drives my business forward.” Here’s how:
1. Focus on Your Audience, Not the Outlet
Ask yourself: where do your customers actually get their news and insights? Sometimes a trade journal or podcast will bring more business value than a national headline.
2. Provide Value, Not Just a Pitch
Media outlets aren’t looking to run advertisements for your company. They’re looking for stories and experts who provide insights their audience cares about. If you lead with value, the coverage will follow.
3. Think Long-Term
PR is a process, not a one-time transaction. Consistent visibility builds familiarity, and familiarity builds trust. That’s how you stay top of mind with customers and investors alike.
4. Diversify Your Approach
Yes, big media names matter—but podcasts, local outlets, newsletters, and LinkedIn thought leadership posts can often move the needle more for your business than you’d expect.
Case Study: Shifting from Vanity Coverage to Real Impact
One startup we worked with was laser-focused on being featured in Business Insider. After several months of frustration, we reframed the strategy:
- We positioned the founder as an expert on industry regulations.
- We pitched data-driven insights to niche trade publications.
- We secured podcast interviews with audiences aligned directly to their target customers.
The result? Within six months, they had built credibility in their industry, boosted their SEO rankings through media backlinks, and secured invitations to speak on panels. By the time Business Insider eventually did a feature, they weren’t just a startup seeking attention—they were recognized industry leaders.
The Bottom Line: What PR Success Really Looks Like
PR isn’t just about chasing the prestige of a big-name publication. True success comes from building awareness, trust, and credibility over time. It’s about creating a presence that resonates with the people who matter most to your business.
So before you say, “I want to be in Forbes,” ask yourself: what story do I have that the media wants to tell—and how will that coverage help grow my business?
Mark Kaley is the author of the book “From Pennies to Millions” and the PR Manager with Otter Public Relations. He has been featured in Forbes, Fox Business, Authority Magazine, Modern Marketing Today, PR Pioneer, Market Daily, O’Dwyer PR, DKoding, and Consumer Affairs. Mark is also a contributor with Hackernoon, you can view his contributor profile here. Learn more here.
