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EPISODE HIGHLIGHTS:
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[00:00]: The Importance of PR in the Wedding Industry
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[03:05]: Understanding PR vs. Marketing
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[05:53]: When to Consider PR Services
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[09:00]: Building a Unique Brand Identity
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[12:12]: Leveraging Media Opportunities
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[14:54]: Strategic Client Targeting
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[17:58]: Networking and Relationship Building
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[20:55]: Navigating Industry Conferences
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[24:02]: Influencer Marketing in Weddings
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[33:50]: Influencer Marketing: Expectations vs. Reality
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[37:53]: Defining ROI in Influencer Collaborations
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[1:31]: Building a Personal Brand in the Wedding Industry
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[46:01]: Authenticity vs. Aesthetics in Social Media
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[49:10]: The Rise of Micro-Influencers
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[51:27]: Navigating NDAs and Publication Challenges
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[52:23]: The Pay-to-Play Landscape in Wedding Publications
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[55:00]: Crafting Compelling Stories for Media Coverage
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[58:11]: Emerging Trends in Influencer Marketing
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[01:00:02]: Understanding PR in the Wedding Industry
Who is Harmony Walton of Bridal Bar?
Harmony Walton is the founder of the Bridal Bar, a creative marketing and public relations agency for luxury event professionals and a concierge service for couples wanting to connect with those companies. For the past 20 years, harmony has helped launch dozens of successful wedding businesses, repositioned older companies within the changing market, and supported countless wedding industry clients across the globe. Her company has been recognized around the world and featured in over a hundred media outlets, including the Associated Press, ABC Nightly News, GMA, the New Yorker, the New York Times, Entertainment Tonight, People magazine, Martha Stewart Weddings and many more.
Can you talk about what wedding PR is and how it's different than marketing?
We do a little bit of a lot of things. Our core is public relations, and I really believe that in the wedding industry, you need some layers of marketing with that—whether it’s social media, business development, or different types of asset creation. But let’s focus on the PR side for now. PR looks a little different depending on your type of business and where you are in the industry. It can include anything from submitting real weddings to get your events featured, to positioning you as a subject-matter expert and a go-to voice in your regional market. This helps you reach a wider audience and stand out among peers and competitors. It could also involve specific campaigns for e-commerce and product launches, or maybe a new book, using public relations to boost book sales or expand your reach and influence, connecting it back to your main business.
For some people, a book serves as a sort of “fancy calling card” to attract more clients, and we often help develop a multi-layered PR approach around that. So PR can take many forms. We also work with hotels and properties, where PR can go beyond traditional wedding marketing. Yes, they want to attract couples and honeymooners, but they’re also interested in bachelorette weekends, destination weddings, and even multi-day South Asian weddings. We look at each company’s specific goals and then create a PR and marketing campaign that aligns with those.
In a nutshell, public relations is about getting earned media for your business—things like placements in podcasts, broadcasts, digital platforms, or print that you haven’t paid for. So, for example, getting a quote featured in
The New York Times or being invited to speak on a local morning show about engagement season trends—that’s traditional PR. Marketing can cover a lot of things—we could probably do a whole episode on it. It could mean digital ad space, email campaigns, or, for product-based businesses, building an email database. For wedding planners, this is often less relevant since clients are typically one-time customers, but every business has different needs. Marketing could include digital ads, email outreach, or creating assets for a bridal show, like custom print magazines or catalogs. Basically, anything that helps promote your business to your ideal customer falls into the marketing bucket.
At what point would or should a business consider working with a PR firm?
First, you need to have the budget for the investment—that's probably the main thing. If you're brand new, you’ll likely want to handle your own PR and marketing because you may not have the funds for a retainer. But also, you don’t necessarily have to be young to be new. We’ve worked with tech companies in the beta stage, even before their product is ready for market. We start with pre-launch strategy, then move to the launch, and continue with different phases afterward. Tech companies generally have the budget for this, as well as the tools and assets we need. That’s another crucial piece of the puzzle: having the assets. I like to say, “Help us help you.” So, if you come to us as a brand-new planner with no weddings under your belt, no photos, no styled shoots—no assets at all—and ask if we can get you placements, I would suggest either hiring us to help create those assets or coming back when you have a portfolio we can pitch to the media. When you're competing with other wedding planners in your market for a magazine feature or a morning news segment, you need something that sets you apart. If you can’t yet answer what makes you special, unique, or different, then it might not be the right time for PR.
What advice would you give to them for ones that are wanting to stand out but don't really know how to start?
I think the most important question you can ask yourself is, “What makes me better, special, or different?” If you’re a new wedding planner, florist, or photographer, why would a bride or groom choose you over the competition? This is a question you’ll need to answer to position and grow your business, whether or not you’re working with PR. Knowing what makes you unique will help you come up with ideas that make you relevant to the media. When I started the
Bridal Bar, we didn’t have an established business. We were just starting out, but I pitched us to Daily Candy—an email newsletter back then, sort of like the Goop of that time. I was very young, in my early twenties, and I had no fear. I thought, “What’s the worst that could happen? They could ignore me or say no.” I pitched Daily Candy, and that same day, they reached out. Within three days, a reporter was at my office, and on day four of my business, we were featured. Suddenly,
The New York Times called,
Martha Stewart Weddings called—everyone wanted an interview. I had been in business for just four days, and it was incredible. Back then, I wasn’t an artist or a florist, so I didn’t need my own visual assets. I leaned on our partners and collaborators, like photographers, using their assets to promote them and our business. That’s how we made it work, even being so new. So, if you have a good idea and can identify your “hook”—what makes you different to your clients—that’s likely what will make you stand out to the media, too. Then, you can take that core message, that unique positioning, and think about how to reach a wider audience. For example, if you’re a new florist or dress designer and your style aligns with a famous celebrity bride’s, you may not have done a celebrity wedding yet, but you could say, “I imagine she would wear something like this; her style fits perfectly with this look.”
Media outlets are looking for content that’s timely and relevant, so find a way to make yourself valuable to them. Show them how you can help fill their stories, segments, and schedules. By doing this, you can find success in PR, even early on in your career.
In the vein of public relations, what advice would you give to wedding pros to help them get in front of the right ideal client?
That’s more of a marketing question. To attract your ideal client, you first need to ensure everything is aligned—your website, social media, sales templates, response flows, and all client-facing materials. Everything you put out should be crafted to draw in the type of client you want. Once those elements are set, that’s when PR comes in as an added layer. For example, we work with a very high-profile wedding planner who doesn’t do DIY stories because her services cater to clients with million-dollar budgets. Doing a story on a budget-friendly site about making your own bridal bouquet wouldn’t make sense, as the readers wouldn’t be able to afford her services. She doesn’t want to field calls from that audience since she’s already in high demand. Instead, we focus on strategic placements—maybe in People, as her clientele includes celebrities. But even here, we’re careful. Her clients don’t want to work with someone who craves the spotlight themselves, so we might aim for a positive, upbeat piece in People rather than a more sensational article in Us Weekly that could raise concerns about privacy. It’s important to understand your brand and have all assets ready, especially when a journalist shows interest. If your website hasn’t been updated in a decade and your social media presence isn’t strong, a journalist may hesitate to feature you, even if you have a compelling story or high-profile client list. You’re a reflection of their outlet, so starting with a solid marketing foundation ensures you’re ready to add PR as a strategic layer, placing your message in the right channels to attract the right clients.
If someone wants to build more relationships in the industry, what's the best way to do that? Is it photo shoots, is it collaborations? Is it attending conferences?
In the wedding business specifically, one of the best things you can do is attend an Engage Summit. A lot of top-tier media are there, and nothing beats face-to-face time and building connections. If you’re out having cocktails or dancing with an editor from Martha Stewart Weddings, they’re more likely to recognize your name and respond when you email them later. That’s not just in weddings but in any industry.
PR used to heavily rely on these personal relationships, but I will say that COVID changed that. Everything shifted online, and now we’re all working remotely, which has drastically altered the landscape. Media companies are constantly restructuring—magazines are closing, editors are being replaced or switching to freelance roles. This is happening across all fields, making it harder to solidify connections the way we used to. So now, we’re adapting by doing more digital networking, which takes more time, effort, and creativity.
Whenever you can attend a conference, event, or even a local bridal salon gathering with a magazine partner, go and meet people in person. What you do afterward matters too—follow up with a friendly email, send a holiday card or small gift. I call these “drips”—a form of networking drip campaign. It keeps you in their mind so that when they need a source, they might remember you and reach out, or you’ll be on their list for calls for specific content, like fall-themed wedding submissions.
Building relationships digitally is tougher. You have to be an asset to the person you’re reaching out to. Keep your emails short and friendly, without following up aggressively or reacting if you don’t hear back. I can’t tell you how many times I’ve reached out repeatedly, only to finally get a response later on. You stay gracious, and when the timing is right, it pays off. Also, always show gratitude—most people don’t. Sending a thank-you note, or even a small, thoughtful gift, can make you stand out.
If you organize yourself in a way that makes it easy for media contacts to work with you, they’re more likely to come back to you. Over time, you’ll develop relationships, even with editors you’ve never met. I have some email “friendships” with editors I’ve worked with on numerous stories, even though I don’t know what they look like. That’s the goal—to have these lasting professional connections.
Personally, I've wanted to go to Engage. I think it's a little intimidating and it scares me a little bit. Do you feel like businesses should be at a certain caliber or a milestone before they attend?
I totally get imposter syndrome, and as women, we tend to experience it more than men—especially in an industry that’s primarily women. So, you can assume that most people at Engage are feeling a bit of that same imposter syndrome. I was lucky to speak at the very first Engage conference back in 2008 and have been a part of most of them since. Now, I even collaborate with them on projects. I can relate, though—I’d probably have felt just like you, thinking, “I can’t go to this; it’s too intimidating,” if I were coming into the conference now with so many events already established. When I started, I was blissfully unaware and didn’t know to be afraid!
Honestly, some of my closest friends are people I met at Engage, and connecting with them year after year has been invaluable. But even those people still feel the fear. For instance, a dear friend of mine, a wedding planner, has had amazing years recently but is having a slower year now. She went to Engage to motivate herself and still felt intimidated, wondering, “Is everyone else doing better than me?” And she’s a veteran in the industry with 25 years of experience! Even the top “celebrity” wedding planners feel this way sometimes, comparing themselves to their peers, so those feelings don’t just disappear over time.
If you can afford it, Engage is definitely an investment worth considering. Depending on travel and the specific event, it could cost $10,000–$20,000. If that’s a scary number, it might be best to wait until you’re at a level where it feels more feasible. Let’s say you’re a photographer still building your skills and charging around $3,500 per wedding. If you’re still relatively new, maybe a year in, it might not be the best time to go. You’ll be in a room with established names like Corbin Gurkin and Jose Villa, who charge $50,000 or more per wedding and have built strong reputations over many years.
That said, Engage can be a great move if you’re right on the edge of entering the luxury market. Perhaps you’re not fully there yet, but your portfolio and social media presence are strong, and you’re prepared to make a leap. If you’re doing well in your local market—let’s say you’re thriving in Raleigh, North Carolina, but want to start attracting clients from outside Raleigh—Engage could be the ideal platform. With attendees from all over the world, it’s an incredible opportunity to expand your network and reach.
Moving on to influencer marketing, are there common mistakes that brands make when they work with influencers?
Yes, and I work on both sides of this, so it’s interesting. I see brands coming to us for influencer wedding professionals and deals, and some influencers aren’t even asking—they’re approached by big consumer brands from outside the wedding industry. If you want to work with an influencer for their wedding, the number one thing is to clearly define expectations and put everything in writing.
For example, if you’re a photographer offering a discount or shooting an influencer’s wedding for free, spell out every detail. Let’s say your service is normally $50,000, but you’re reducing it to $10,000 for the exposure. You’re essentially giving $40,000 of value, or maybe even the full $50,000 if you’re doing it for free. Make sure they understand the real value you’re providing and set up a structure where you’re also receiving $50,000 in value (or more, since cash could go into guaranteed marketing).
Outline the deliverables: is it three posts with an active link? Is the link in their bio? Will there be a reel, and if so, who’s shooting it? Is it in a studio, their home, or at the wedding? Define usage rights—can you boost posts or use backend features to maximize reach? Giving away a service for free without a clear plan often leads to disappointment. Even if it’s a major influencer like Kim Kardashian, if you’re only tagged in a small vendor list on a story, you may not see much return.
Get specific: maybe it’s a 30-second video where they mention your company name multiple times, use a set brand message, and meet all agreed conditions. You’re giving something significant, so get something meaningful in return. And remember, this exposure alone may not drive business immediately—build a campaign around it. Consider putting out a press release, doing media outreach, or boosting posts. Are you allowed to use photos or videos from the wedding for your own marketing? Clarify if usage rights are in perpetuity, and as a photographer, ensure that if they use your images down the line, they’re still tagging you.
What are some qualities that an influencer should have in order to make it a successful campaign for you and the influencer?
You really want to look at who their audience is. For example, if they’re a TikTok influencer whose primary audience is tweens, it won’t matter if they have a million followers who are 12 years old—you’ll be waiting a long time to see any real conversions. The same goes for influencers with a specific lifestyle or look; if they’re heavily tattooed and super alternative, they might be a great fit if that’s your target market. But if your brand is more traditional, say, church weddings where modesty is important, that influencer’s audience may not be right for you.
It’s similar to any other part of identifying your ideal client. Where can you find them? Some people in the wedding industry, for instance, have done weddings for Bachelor or Bachelor in Paradise contestants, even if that person is no longer highly relevant. Sometimes it’s worth doing because it gives you a recognizable name on your roster, even if that individual isn’t a huge influencer anymore. If you’re a photographer who keeps losing clients to a competitor with notable names in their portfolio, this could be a way to level the playing field by gaining that type of association.
So think about your overall objective with this influencer—not just on the platform where they’re promoting you. What value does the association bring to your brand, and how can it help you attract the clients you truly want?
As far as ROI, is it always clicks or is it always impressions or is it always something else? Or does it really just depend on each campaign or their goals?
The return on investment really depends on your goals and what the influencer is actually doing. The ROI from TikTok, for instance, will look different than from Instagram or YouTube. One metric people often focus on—sometimes out of vanity—is follower growth. For example, when a celebrity wedding post goes live, people often ask, “How many new followers did I get?” I have clients who’ve been in the industry for over 30 years, and even they’ll call after a high-profile wedding and say, “I gained 6,000 new followers!” And I’m like, “Great, but they’re 12-year-olds.”
However, the boost in followers does have value, even if they’re not all potential clients. Say you were at 20,000 followers and you jump to 30,000. That can increase your media opportunities because, whether we like it or not, media outlets often look at who has a larger following and can drive more clicks to their stories. So, while those followers might not convert directly into clients, they do help in building your visibility and making you more attractive to press. It’s all about layering the campaign and understanding the different kinds of value that these numbers can bring.
For people who want to BECOME a wedding influencer or develop a personal brand, what would you tell them?
I would tell them to be patient. You can’t just decide to be an influencer and instantly have a huge following. Some of it is trial and error, like when you had that viral video—thinking, “Okay, how do we recreate this and get another million views next week?” and you’re probably still figuring that out. It’s a moving target. It goes back to knowing who you are and what makes you unique, special, and different. Being true to yourself, authentic, unapologetically vulnerable, and consistent with your brand, message, or service will help you build a community of people who believe in you. But that growth may be slower, especially if you’re in a niche market. You’re not going to get the same numbers as the Kim Kardashians who are going mass market.
So, set real expectations and check your ego at the door. Then, layer in what makes you different. If you’re a photographer just posting pretty bridal photos like 10,000 other photographers on Instagram, how are you going to stand out? Influencing is a full-time job. If you’re only posting one couple’s portrait three times a week for two years and wondering why you don’t have 200,000 followers yet, it’s because you’re not fully investing in it. You get back what you put in. Are you posting enough volume? Are you following algorithm changes? Are you staying on top of trends in a way that still fits your brand?
Look at someone like Jose Villa, a photographer at the top of the market. He’s not out there doing dances, but he still has a big following because he’s built his business across different avenues, and people find him and want to follow him on Instagram. So there’s more than one way to reach that goal, and it looks different for everyone. There’s no golden ticket to success in influencing—it’s about finding the right approach for you and sticking to it.
How do you feel about authenticity versus aesthetics when you're posting? We are so visual in the wedding industry but it feels like Gen Z wants more raw.
There are a couple of answers here, and it starts with having brand guidelines. Even if you’re not a big company with a brand deck from a third-party agency, create your own guidelines. Ask yourself: What feels true and authentic to you? What feels on-brand for your business? This will look different for every business—a photographer’s brand will differ from a florist’s, and even two photographers’ brands might be worlds apart. For example, if the company is named Harmony Walton Photography, it makes sense for me to put myself out there as the face of the brand. But if it’s something like Love You Studios and I want to book out a team of photographers, then the strategy is going to be different.
One thing that always stuck with me is advice from Rebecca, one of the co-founders of Engage. Early in my career, Martha Stewart Weddings asked me to come to Los Angeles for a profile photo shoot. But that same day, my dog passed away, and I was a mess—I was ready to cancel. Rebecca called and said, “Done is better than perfect.” She suggested I call them, explain the situation, and offer stock photos that hadn’t been published elsewhere. So I did, and they were fine with it. It wasn’t the perfectly curated shoot I’d imagined, but it got the job done. That lesson has applied in so many areas of my business.
On Instagram, too, it’s great to have a strategy and intention. Are you posting with purpose, or just talking to the camera because you’re bored? If it’s intentional, then go for it. For example, we worked with a planner in Santa Barbara, Tyler Speier, whose following may not be huge, but it’s incredibly loyal. He’s very casual with his audience, often saying, “Hey gang, today I’m doing this, tomorrow I’m doing that.” At one point, he was getting 75% of his leads from Instagram with about 15,000 followers—all for luxury weddings.
But if chit-chatting with the camera isn’t your style, don’t force it. You don’t want to put a square peg in a round hole. If it feels inauthentic, people will pick up on that. So find what works for you. We often get caught in analysis paralysis, agonizing over which photo to post and then posting nothing. You have to push past that fear, believe in yourself, and trust that you’re bringing something valuable. Imposter syndrome is real across all industries, but the key is getting comfortable with putting yourself out there in a way that feels right to you.
We work with many clients who have NDAs—they’re in the top 1% of the market, and their couples want absolute privacy. For example, we had one client for about 10 years who couldn’t show any people in photos—only decor. In cases like that, you’re never going to be the one showing behind-the-scenes moments. But that’s okay because the kind of clients who have $5 million weddings and want total exclusivity aren’t looking to hire someone who’s posting BTS content all the time.
So it’s fine not to follow what others are doing, as long as you’re staying true to the direction you want to go in. It’s all about aligning with the expectations and preferences of your ideal clients.
What are your feelings around micro influencers now?
Absolutely. A lot of spending in the influencer market is shifting toward niche marketing. We work with wedding industry influencers, like a wedding planner client with nearly a million followers, and we broker her brand deals. These deals are often with big companies like LG Electronics or Lincoln, and they’re investing more strategically now.
In the past, we had what was known as “banner blindness.” People would see banner ads on wedding blogs, but over time they tuned them out, and clicks dropped, causing that ad model to fade. Now, something similar is happening with mega-influencers. People see paid posts from influencers with millions of followers and think, “Oh, they’re just paid to promote that,” and scroll past.
Additionally, platforms like Instagram require these large influencers to label paid collaborations, and the algorithm often deprioritizes those posts, burying them lower in feeds. So big brands are beginning to see more value in micro-influencers with niche audiences, who often have more engaged followers. Brands now recognize that connecting with 10 highly engaged followers who might actually buy their product is more effective than reaching 100 followers who won’t.
Going back to what you said about NDA's, what would you say to the wedding pros that want to get published but couple's don't necessarily want their wedding published?
That’s very common, and it’s really a cost-benefit analysis for each business. Take the planner I mentioned who, for 10 years, couldn’t use faces in her portfolio. Her minimum wedding budget was $2 million, so while she can’t publish those weddings, she’s not going to turn down the work—it’s a “well, I wish I could, but it’s not worth losing the project over” situation.
In cases like hers, you look for other creative ways to showcase your work, like featuring other weddings, doing styled shoots, or engaging in media appearances or collaborations. Brand partnerships and product lines can also keep her visible in the luxury market, allowing her to stay part of the industry conversation without explicitly sharing the weddings she’s worked on.
Do you feel like it's pay to play to get published in 2025? Can you get published without joining their membership?
These days, simply having a beautiful wedding isn’t enough. There are too many beautiful weddings out there. “Pay to play” has become a common model—some outlets won’t feature a wedding unless you’re part of their vendor circle or guide, and others maintain a strict policy against paid features. You can usually tell where an outlet stands by reading the fine print in their submission guidelines.
It’s also important to match the wedding style to the right outlet. For instance, Green Wedding Shoes has a more boho, colorful, and alternative aesthetic, so if your wedding fits that look, it’s not likely to work for Vogue, which leans toward high-fashion, sophisticated styles. It’s not just about how much was spent or how beautiful it is; it’s about whether the wedding resonates with that outlet’s audience.
Outlets are also increasingly looking for a compelling story. If you pitch a wedding that’s simply high-budget without any notable background, it may not grab their interest. For example, a million-dollar wedding where “he’s in finance, she doesn’t work, and there’s no diversity in the event” might not stand out unless there’s a viral element, like an innovative decor piece or a unique angle.
Outlets are thinking about clicks and social traction as well. They want to know how a wedding feature will boost their audience or go viral. My own wedding in 2019 is a good example of this. We planned various aspects with specific story angles in mind, treating it like a marketing campaign. I thought our escort card display would be the main attraction on Instagram, but on the wedding day, it didn’t turn out well in photos due to lighting. Instead, our father-daughter dance unexpectedly went viral.
Sometimes, you have to adapt based on what emerges from the event itself. We ended up pitching different aspects of the wedding to various outlets, each with an angle that fit their audience. Because we positioned it this way, we received hundreds of media hits, each tapping into a different story that worked for their platform. That can happen if you're really paying attention. Treating a wedding as its own marketing campaign and thinking about potential story angles can help it gain traction across different media.
Are you seeing any trends emerging in influencer marketing for weddings that we should be prepared for?
I haven’t seen any major new trends with influencers working with wedding professionals, except for one thing—an increase in the volume of requests for free services. It’s not new, but now we’re regularly getting emails from self-declared influencers with around 10,000 followers asking for a free wedding in exchange for posts. As we discussed earlier, while there is some value in micro-influencing, it’s unlikely that a venue would offer a $200,000 wedding for 10,000 followers.
This kind of request is becoming more common, so it’s important to set clear expectations. If you work with influencers, establish what you require from them up front. This approach not only helps filter out people who may not be a good fit, but it also allows you to have more successful collaborations with the right influencers. Essentially, you need to drive the ship—define your terms to avoid time wasters and increase the chance of a successful partnership.
Is there anything else that you wish us in the wedding industry vendors knew about hiring a PR agency or working in PR that we should be aware of?
First, understand that hiring someone truly skilled in PR is costly. You can't be good at PR if you're new. Expertise in this field comes from 20 years of experience, relationship building, constant adaptation, and a deep understanding of market trends. So if you’re considering hiring a PR professional, be prepared for some sticker shock. And if there isn’t any, that might be a red flag—it could be too good to be true. PR isn’t like buying a $10 ad on Facebook; it’s a different level of investment, so go in with that expectation and do your research.
Also, remember that someone good at promoting themselves isn’t necessarily good at promoting you. Early in my career, I spent a lot of time marketing my own business because that’s what it took to grow. If I wasn’t in business, I couldn’t help anyone else. But now, we’re rarely visible on social media because we’re busy behind the scenes working for our clients. You might see us promote a client’s feature here and there, but for the most part, we’re not constantly broadcasting our own achievements.
It’s similar to the wedding planner we discussed with NDAs—just because a PR firm isn’t always front and center doesn’t mean they’re not successful. And if they are constantly in the spotlight, it might suggest they have more free time than they should.
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