EP 45: Is Guaranteed Coverage Really Just Paid Media in Disguise? Chris Pharo Explains

If you’ve ever wanted “guaranteed media coverage,” this episode is a must-listen. We’ve all been there — clients expecting front-page headlines and PR teams doing their best to secure that all-important killer piece. However, many in the PR industry have asked how anyone can guarantee coverage and whether it is just paid content in disguise. In this episode, we were grateful to sit down with Chris Pharo, CEO of 72 Point, to peel back the layers of this contentious issue. We explore why “guaranteed coverage” isn’t always what it seems and what it means for the industry.As a senior marketer, you know that media relations are vital. But are your PR strategies keeping pace with the rapid evolution of the industry? Chris Pharo, with over two decades of experience navigating the media landscape, shares insights into the changing nature of media relationships and how outdated PR tactics can hinder your brand’s success. From the death of traditional press releases to the rise of digital-first content, we dive deep into what it takes to get meaningful media coverage today.What happens when a significant PR promise goes awry? Chris recounts the high-profile campaign at 72 Point that didn’t go as planned, leading to negative headlines in PR Week and a bit of social media shitstorm. How did his team recover? And more importantly, how did this experience lead to a complete overhaul of their communications strategy? Cutting through the noise is harder than ever. Journalists are stretched thin, content is everywhere, and consumers are more skeptical than ever. If you’re tired of outdated tactics that no longer work, this episode offers a fresh perspective on how to rethink your approach to PR and storytelling. Chris Pharo shares why data-driven insights and creative storytelling are key to building impactful media relationships—and how to use them to your advantage.Whether you’re frustrated by a lack of media traction or curious about how to adapt your PR strategy for 2024 and beyond, this episode is packed with value.Follow Chris Pharo:https://www.linkedin.com/in/chris-pharo-94b922114/?originalSubdomain=uk Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show:TikTok, YouTube