Should PR Pros Really Not Guarantee Media Placements?
The concept of “no guaranteed media placements” is more than a standard disclaimer in PR.
It's ethical practice. It’s PR pros saying the truth as it is.
Only advertisers offer guarantees. You pay, they run your ads. Done.
Nothing wrong with that, but PR isn’t advertising.
It’s earned media, not transactional. That’s the distinction that makes guarantees impossible.
Dustin Siggins, PR pro and founder of Proven Media Solutions, puts it simply:
“No reputable PR firm will guarantee placements.”
His results back that claim: The Washington Post, Newsweek, and Fox News Digital are just a few examples of where his clients have been featured.
What should you guarantee instead as a PR consultant or firm?
“A process,” Dustin says. “[One] that results in clients' messages getting in target outlets almost all of the time.” (More on this later.)
I interviewed Dustin — using Leaps — as our guest PR expert on this topic (thanks, Dustin!). So all the insights I’ll share are from his 15 years of PR experience.
Clarify earned media for clients
The distinction between PR and advertising is clear to PR pros, but clients and business leaders often conflate the two.
Dustin shared a few common reasons for this confusion:
- Unrealistic promises: “Some clients have been promised (unrealistic) results before by PR firms, or seen promises elsewhere.”
- Competitor appearances: “They see competitors regularly in the press and assume guarantees are possible.”
- Misconceptions about PR: “Many clients confuse PR as being part of marketing or advertising because they’ve done a lot of marketing & advertising, but no PR.”
The onus is on you as the PR pro to educate clients about the unpredictable yet powerful nature of earned media.
Let them know earned media is coverage that’s secured through storytelling, the merits of a compelling pitch, relationships — not through financial transactions.
And that if it’s paid for, it’s not PR. It’s an ad disguised as PR.
What should PR pros guarantee instead?
Another major reason clients and business leaders struggle with “no guaranteed placements” is they’re spending money.
So, naturally, they want returns on their PR investment.
What can you promise instead of guaranteed media placements?
That’s one question I asked Dustin, and he said the answer lies in the process:
“We guarantee a process that eliminates as many variables as possible. Details are on the Proven Media Solutions website.”
This “guaranteed process” Dustin refers to simply focuses on maximizing the chances of getting media placements in the right outlets.
He further explains:
“The most important part of public relations is your process for putting people in the press.
“But it’s sometimes hard to earn clients’ trust for that process when public relations has no guarantees of placements.
“Therefore, the "soft side" of PR is so critical — communicating effectively with prospects and clients. (Dustin recently wrote about client communications in a PR News article)
“They need to trust you, trust your process, and feel you’re engaged with them in a cadence that doesn’t waste their time and adds a lot of value throughout the engagement.
“As the saying goes, it’s not just what you say, it’s how you say it.
“Same with PR, it’s not just about getting them featured, it’s about how you get them there.
“That “how” is what PR guarantees.”
Why guarantees harm the PR industry
For PR pros considering guarantees, Dustin’s advice is simple: “Just stop. Period.”
He highlights three key ways guaranteed placements hurt the industry:
- Ethical issues: Guarantees cross ethical boundaries by overpromising what PR can deliver.
- Strain on relationships: Missed guarantees damage trust with clients and media contacts.
- Long-term harm: At the end of the day, overpromising may yield short-term wins but hurts your credibility over time.
Real-life results without guaranteed media placements
Even without guarantees, PR campaigns can deliver exceptional results.
Dustin shared two standout examples that show the power of process over promises.
Campaign #1: Mental health organization campaign
A mental health organization promoting two groundbreaking studies had minimal prior PR experience and uncertain expectations.
Over the course of a year, Dustin’s team secured coverage in Newsweek, Fox News Digital, and multiple trade and regional outlets.
“Their name appeared across the mental health, social worker, healthcare, and political verticals, ranging from trade outlets and regional media to national outlets,” he explains.
Campaign # 2: Generative AI firm campaign
A generative AI firm worked with Dustin’s team to raise its visibility. For context, Dustin clarified that his firm, Proven Media Solutions, had never worked in the AI space before.
Yet, within eight months, the campaign achieved placements in prominent industry outlets, and two interviews with the Wall Street Journal.
“We secured placements about their client announcements, their unique position on why AI companies should pay for content, and their AI-driven economic studies,” Dustin recalls.
These campaigns are pretty good examples that illustrate how a strong PR execution process and compelling narratives can lead to breakthrough results — without any guarantees upfront.
Make a commitment to ethical PR
As a PR pro, with a focus on process, transparency, and collaboration, you can guide your clients toward realistic expectations and meaningful results.
As Dustin put it earlier, “No reputable PR firm will guarantee placements.”
This principle isn’t a limitation, but a commitment to ethical practice and long-term success.
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Victor Ijidola
Hi, I’m Victor Ijidola, co-founder @ Leaps, the easiest way to turn expertise into content. I'm also a professional content marketer for B2B and SaaS brands, and my work has been published by Entrepreneur, CXL, Inc.com and many more.