Lately, we’ve been noticing a lot of requests coming in through our beauty and fashion PR agency’s intake form. Brands are looking for short-term PR campaign projects vs. long-term retainers. And we’re talking SHORT, like 1-2 months.

This makes sense only in VERY few cases. Otherwise, we strongly advise against it.

Why?

It’s really unlikely that it will be successful or garner the results you’re hoping for.

When brands try to engage a PR agency for a one to two month project, for something like let’s say a product launch or event, they are doing themselves a major disservice.

The agency won’t have enough time to get up to speed on your brand and its differentiating points. They also will not have enough time to pitch the brand appropriately. It takes time to draft press releases, learn the ins and outs of brand messaging, and determine the best story hooks and editors to contact.

And also? Consistency is one of the biggest success drivers in a PR campaign. A one-time product launch might garner initial buzz, but it’s the ongoing storytelling that will bring that impactful coverage and an overall lift to your business. This takes longer than 1-2 months to secure.

Lastly – for brands wanting holiday gift guide coverage? NOW is your time to start planning! We’ve had brands think they’ll be able to secure massive holiday coverage by starting in October or November, hoping that a “two month holiday PR sprint” will be sufficient.

Sadly, it’s not – holiday gift guide coverage (even for short lead and digital media) often starts in August or September (sometimes in July!)

Moral of the story: Plan early, and be prepared to play the long game of PR! It’s an investment and a process, but SO worth it.

This is what makes a successful PR campaign!