Breaking Through the Pay-to-Play of PR

I grew up as a publicist in the era of no fraternizing between advertising and editorial. It was taboo to suggest a client pay for an ad in exchange for a news story. But sadly, our digitization of media has blurred those lines and they are no longer black and white. 

It’s probably one of my biggest frustrations as a public relations consultant in the wellness space. I’ve noticed over the past year that I’m getting more of those “we’d be happy to write about your client for $xxx” or “our speaker slots are reserved for exhibitors.”  We call this pay-to-play.

It's increasingly common, especially in digital platforms, where brands pay for inclusion in articles, lists, or features. This practice can make it challenging to secure truly earned media placements without a budget.

I hate it, but it’s the new media world we live in.

Don’t get me wrong - I understand that all of these media outlets are businesses and have to make money, primarily through advertising or paywalls. But where does this leave those of us in the PR space of earned media. 

Traditional publicity has a role in working with reporters who are genuinely interested in reporting news and stories without the influence of dollars. And there are certainly plenty of reputable publications and websites where this is still the case. But their numbers are shrinking. 

So how can brands and businesses play in this new gray space of editorial and advertising and reap public relations benefits?

When onboarding a new client, I often ask, “What type of press are you interested in? Where would you like to be featured?” And generally, there are two to three top tier publications everyone will respond with. Two years ago, it was relatively easy to get a high quality story in those publications, but today, they’re often looking for some type of revenue stream from the client. Perhaps it’s sponsoring an event, exhibiting at one of their conferences, or buying a sponsored post. And I get this. Again, these publications have expenses and have to generate income. 

So our role as PR strategists has shifted a bit. At the end of the day, we’re still counselors, meaning we’re professionals hired by these brands to offer counsel and advice on getting them exposure. 

Speaking opportunities at major industry events are reserved for paying exhibitors, so only those well-funded companies get the exposure. This may leave out some true brilliant entrepreneurial minds who have great insights to share with the audience. Not to mention the fact that exhibitors are there for one reason only: to sell. So chances are, their presentation will be less educational and more promotional.  One tactic I use to book clients as speakers at events is to give them a great format and topic that is irresistible. I love creating panels of thought leaders who can informally discuss provocative key issues within an industry. Clickbaity titles do work in attracting attendees to these types of panel events.

Another great way to break through the pay-to-play wall is with bylined articles. As newsrooms continue to shrink, media outlets have to continue putting out stories so many will welcome a thoughtful article from an expert. I especially find this to be true in trade journals. Bylined articles are different from sponsored content which is a paid advertorial in that they share knowledge and expertise for the audience without any promotional undertones. Remember that PR clients and media outlets have the same goal: to attract an audience. So make it a win-win for both.

I encourage my clients to leverage owned media, their own platforms - website, email marketing, social media, public relations fact sheets - to showcase stories, case studies, or expert commentary. Strong, original content can sometimes attract journalists looking for sources.

As PR professionals, this shortening gap between editorial and advertising just means we have to think a bit harder and smarter, like understanding community relations vs public relations. We have to be sensitive to the wants/needs of the media in addition to our clients, and offer solutions that meet the objectives of both.

Interested in seeing some of my other tactics as a PR strategist? Book a complimentary call with me today.