Why We Can’t (and Won’t) Guarantee Media Coverage — and Why That’s a Good Thing
One of the most common questions we hear in PR?
“Can you guarantee coverage?”
We get it. You’re investing time, money, and trust — and you want to know the outcome will be worth it. But here’s the truth:
We’re influencing another human — a journalist — and because of that, we can’t make guarantees.
And that’s where the value of earned media lies.
When your story appears in a trusted outlet, it’s not because someone paid for the space — it’s because a journalist deemed it compelling and relevant. That earned endorsement means audiences trust it three to ten times more than an ad. The value isn’t just in the ink — it’s in the impact.
Could we buy space and promise you a placement? Sure. But then it’s just an ad — and your audience knows the difference.
What Kwedar & Co. Can Guarantee:
✅ A Beautiful Story
A pitch or release that represents your work with accuracy, pride, and heart — always aligned with your values.
✅ Strategic Targeting
We’ll share your story with outlets and reporters who are most likely to care — and whose audiences matter to you.
✅ Professional Representation
We act as an extension of your brand: respectful, relevant, and relationship-minded.
✅ Follow-Through
No black hole. If we don’t get a response, we follow up. If we still hear nothing, we give you real insight — even if it’s an editor’s “no.”
We don’t just hit send and hope for the best.
We don’t vanish after delivery.
We don’t close out a project without real effort and honest answers.
A Word of Caution on “Guaranteed PR”
If another firm promises placement? Be skeptical.
Sometimes the “guarantee” comes from media outlets that aren’t credible or editorial at all. It might be:
A pay-to-play platform posing as journalism
Syndicated wire content presented as earned coverage
A blog with no real audience
“Sponsored content” labeled as PR
None of this builds real brand equity — and it definitely doesn’t earn trust.
At Kwedar & Co., we don’t manufacture wins. We earn them. And we help you build the kind of reputation that lasts.e.
Want media coverage that’s real, relevant, and relationship-driven? Let’s talk.
About The Author
Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, and is a frequent podcast guest.
Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.
To connect with Lauren, please send an email above, or book a consultation.