Looking for beauty or fashion PR to be a last-ditch sales effort? Word of advice…don’t.

There’s been a somewhat common theme I’ve been seeing on discovery calls recently: Brands are struggling with their sales. They think that hiring a PR agency will give an instant boost to their traffic and new customers.

Sadly…this could not be further from the truth.

Done well, absolutely, PR CAN bump your website traffic, increase sales, and give your brand an overall lift.

BUT – this should not be the main reason for hiring an agency, nor the driving factor.

Why not?

Why Beauty and Fashion PR Shouldn’t Be a Last Ditch Sales Attempt

PR Takes Time

First of all, PR takes time. I know – it’s frustrating when you are spending on a monthly retainer and sending out samples, but it’s how the editorial process works. A pitch we send out today may not see coverage until 3 months from. I just had an editor respond to a pitch from two years ago!

The End Goal of PR is Rarely Sales

Also, the end goal of PR is rarely sales. Again, yes, PR absolutely can and should provide a sales bump, but it’s not immediate and not always obvious.

Even with affiliate programs and modern tracking, a brand can’t always be sure of what led to a sale. And with consumers requiring 7+ touchpoints before purchase, they may initially learn about your brand from a press placement but not purchase it until they see an Instagram ad.

What DOES PR help with?

✔️ Awareness: See above – it lets customers know your brand exists!
✔️ Credibility: Being featured in top-tier media gives your brand instant trust and authority
✔️ Relevance: PR coverage often ties your brand into bigger cultural moments and trends

All of the above DOES help with sales – but not immediately.

If you’re looking for an immediate sales lift, prioritize performance marketing, paid advertising, and engaging a sales team. PR is not a saving grace or last-ditch effort, but the next step for brands in growth mode.