Until recently, the rules of PR were simple: find a news hook that would appeal to a journalist at the right publication. Today, that craft is up against algorithms and automated content that flood the media, replicating the same text across dozens of websites with no real audience.
For years, the work of public relations and communications has been based on a seemingly simple premise: ensuring that a product, service, success story, or narrative is newsworthy enough for the right media outlet. However, a different approach seems to have taken hold recently—one that is far more immediate and seemingly efficient: drafting a press release, distributing it en masse via automated platforms, and counting the generated impressions.
On paper, the system seems flawless. In no time, a company can produce a report featuring a host of publications where its name and story appear. The sense of reach is immediate, allowing communications managers to demonstrate results almost instantly, justify their investments, and report back to their superiors.
But there is one truly uncomfortable question being asked less and less: how many of those impressions actually have any value? The fact is that in the communications world, presence is often confused with relevance. There is nothing inherently wrong with these types of platforms; in fact, there are times when they are genuinely useful for achieving certain objectives. However, the problem arises when this becomes standard practice and the cornerstone of the strategy—or, worse still, when volume takes precedence over sound judgement.
We must therefore understand that exposure does not always equate to effective communication. When a news item is automatically republished across dozens of websites without a specific audience or editorial input… the result may appear successful—even flashy—but it is entirely irrelevant. More often than not, it is even counterproductive to the brand’s reputation.
This leads us to a paradox: companies invest thousands, even millions, in building a strong brand identity, yet end up associating their media presence with spaces where the content—which we might call ‘ghost’ content—is barely consumed, generates no credibility, and rarely makes an impact.
Furthermore, this dynamic generates an “inflation” of empty impressions that not only harms brands but also erodes the communications sector. When a successful campaign is judged solely by the number of links or posts it accumulates, the market begins to penalise deep, quality work. Value no longer lies in securing a presence in relevant media, but in producing volume quickly.
Conversely, securing a feature in an authoritative publication—tailored to the editorial context and a relevant audience—still requires something not everyone is willing to offer: hard work, perseverance, and, above all, patience and consistency.
To achieve this, staying up to date with current events is essential to tailor your content and message. But it goes beyond that: you also need to build a relationship based on credibility—not friendship—with journalists. They don’t run a story simply because a press release landed in their inbox; they do so because they see a news hook, a trend, an expert voice, or a narrative that offers value to their audience—to whom they are accountable. Above all, they look for a source they can trust. This is where the true value of media relations lies: in transforming a client’s information into relevant journalistic content. This requires human judgement—something no automated platform can provide.
That said, these practices clearly leave traditional agencies and consultancies at a disadvantage—those that continue to rely on strategies which are more gradual and long-term, yet undoubtedly more effective at building a strong presence in reputable media outlets. Securing an interview, an op-ed, a radio or TV spot, or a feature in a relevant publication may not generate a hundred impressions in a single day, but it undoubtedly creates far more value than a thousand identical, automatically distributed posts.
Consequently, as journalists are inundated with pre-packaged content and empty press releases, they apply stricter filters and raise their standards. This makes it increasingly difficult to bring to light the stories that truly deserve to be told.
In the end, we all lose out: brands gain less credibility, the media is flooded with trivial content, and communications professionals must work twice as hard to stand out amongst press releases of dubious origin. Perhaps the time has come to return to the idea that communication is not about visibility for the sake of visibility, but about being relevant.
Javier Gómez León
Expert in e-communications and PR
Account manager at RdM – Recursos de Mercado
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