The question desk
In the dynamic world of public relations, unexpected lessons are par for the course. We've gathered insights from founders and communication experts to share with you. From leveraging local media engagement to understanding how vulnerability enhances audience connection, here are four invaluable lessons learned from the trenches of PR campaigns.
One unexpected lesson I've learned from a recent public relations campaign is the surprising power of local newspapers and radio stations in building community recognition. We often focus on the broad reach of social media and online publications, but local media can be just as, if not more, effective—especially at the community level.
What surprised me most is how invested people are in their local media. The shared connection of a common location creates a deeper engagement than you might get from broader platforms. It's easy to overlook these outlets, but they offer a direct line to audiences who are genuinely interested in local happenings.
My advice? Don't underestimate the value of local media. Tap into your local newspapers and radio stations as much as possible, because they can foster a loyal following for your brand or company in ways that broader media may not.
Mark McShaneFounder · Cupid PROne of the unexpected takeaways from a PR campaign was the importance of data. We were running a campaign that wasn't performing as expected, and it wasn't until we looked into the numbers that we realized we were targeting the wrong audience segment. By changing our approach based on this data, we saw a big jump in engagement and achieved our objectives. I learned that intuition and creativity need to be balanced with data to make a campaign work.
This taught me the importance of ongoing analysis and flexibility in PR campaigns. Instead of waiting until the end of the campaign to evaluate its performance, we started monitoring key metrics in real time. This allowed us to make adjustments on the fly and optimize our approach based on what was resonating with the audience. It was a reminder that data isn't just a post-campaign evaluation tool but a critical component throughout the campaign's lifecycle.
The lesson also taught me the importance of being open to change, even if that means changing the strategy mid-campaign. By ditching our original plan and adjusting our approach based on the data, we were able to turn a failing campaign into a success. This has since shaped how I approach every campaign, making sure data is at the heart of every decision.
Shreya JhaSocial Media Expert · Appy PieOne unexpected lesson learned from a public relations campaign was the power of transparency in building trust. During a product recall campaign, the team initially planned to issue a standard statement and offer basic customer support. However, as we engaged with customers directly through social media and open forums, it became clear that they valued honesty and detailed communication over generic responses.
Key Takeaway: By openly acknowledging the issues, providing frequent updates, and actively listening to customer concerns, we turned a potentially damaging situation into an opportunity to strengthen relationships. The campaign ultimately resulted in increased customer loyalty and positive sentiment towards the brand, demonstrating that transparency can be more impactful than a polished image. This lesson highlighted the importance of genuine engagement and responsiveness in public relations efforts.
Nikhil Bharath Kumar InduriSEO Specialist · Branding ExpertsOne unexpected lesson I’ve learned from a public relations campaign is the power of embracing vulnerability to build trust and authenticity with an audience. During a campaign for a client facing significant public scrutiny, we initially focused on controlling the narrative, aiming to project an image of strength and stability. However, this approach only created a sense of distance between the brand and its audience.
In a pivotal moment, we shifted the strategy to acknowledge the challenges openly. Instead of glossing over the situation, we led with transparency, highlighting the brand’s imperfections and the genuine steps being taken to improve. This vulnerability fostered a deeper connection with the audience, as people tend to resonate more with honesty than a picture-perfect narrative.
The unexpected outcome? Audience engagement soared—not because the brand appeared flawless, but because it seemed real, relatable, and accountable. Media outlets and influencers picked up on the story, not just as a campaign but as a genuine moment of transformation. It was a reminder that, in PR, authenticity can trump perfection, and that openness about challenges can create stronger, more lasting relationships with the public.
The lesson? Public relations isn’t always about showcasing the best version of a brand. Sometimes, admitting missteps or challenges and showing how you’re addressing them can build trust far more effectively. Embracing this approach shifted our PR mindset from 'control the story' to 'lead with authenticity'—an unexpected but invaluable lesson that has informed our strategies ever since.
