Why Business Owners Need to Fix the Experience Before Chasing Publicity

How Weak Foundations Can Undermine Even The Strongest Campaigns

A common misconception floating around boardrooms, startup meetings, and marketing discussions is that public relations (PR) can “fix” a flawed product or service.

For many business owners, especially those running SMEs, there’s an assumption that a strong PR campaign can mask operational issues, buy time, or even reverse negative public perception.

But here’s the reality: PR can’t save a product or service that doesn’t deliver on its promise.

The Costly Misunderstanding

Entrepreneurs and business leaders often turn to PR agencies with one hope — to create excitement, increase visibility, and make their brand stand out. These are all valid goals. But problems arise when PR is treated as a cover-up strategy rather than a communication tool.

Let’s say a company is struggling with poor customer service, delivery delays, or inconsistent product quality. Launching a publicity campaign might generate attention in the short term, but what happens when customers engage with the actual product?

They will quickly realise the experience doesn’t match the promise. And that disappointment spreads faster than any press release.

PR doesn’t work in isolation. It functions best when it’s amplifying something that’s already strong — a good product, a seamless customer journey, or a brand that genuinely cares about its community. Without these, even the best PR strategy will fall flat or, worse, backfire.

The Real Pain Point: False Expectations

Business owners want results. Many feel pressure to show traction quickly, especially in a competitive market. The temptation to skip a few steps and go straight to publicity is understandable. But that shortcut often leads to frustration when the results don’t match the hype.

Customers today are more informed than ever. They read reviews, ask questions, and are quick to share their experience online. No campaign — no matter how creative or expensive — can override bad word-of-mouth.

And let’s not forget internal strain. Marketing teams and PR agencies are often caught in the middle, asked to “make things go viral” or “fix the brand image,” without being given the resources or support to address the root problem — a product that needs improvement.

The Role of PR: What It Can and Can’t Do

PR can:

• Tell a compelling story about your brand.

• Build credibility and trust with media and stakeholders.

• Help you engage with the right audience at the right time.

• Support your business goals through clear and strategic communication.

But PR can’t:

• Make a poor product better.

• Silence genuine customer complaints.

• Replace the need for quality assurance and proper operations.

• Sustain interest in something that doesn’t deliver value.

What to Do Instead

Before investing in a PR campaign, here’s what every business owner should consider:

1. Audit your product or service honestly.
   Is it ready to be put in the spotlight? Are customers having a good experience? If not, fix that first.

2. Listen to your frontline feedback.
   Your customer service team, delivery partners, and even your followers on social media are giving you valuable signals. Don’t ignore them.

3. Treat PR as part of the bigger picture.
   PR should come after you’ve put in the work to improve your product, streamline your service, and earn the trust of your audience.

4. Don’t chase visibility without substance.
   Going viral is not a goal — it’s a result. Build a brand that people genuinely want to talk about for the right reasons.

Final Thoughts

Publicity can bring attention to your business. But attention is a double-edged sword. If your offering isn’t solid, that same spotlight can expose the flaws faster than you think.

Instead of asking, “How can we get more PR?”
Start by asking, “Are we ready for PR?”

Get the foundation right — then let communication professionals do what they do best: tell your story in a way that builds lasting trust and connection.