Every comms pro has been there. That “can we get this in the FT tomorrow?” moment. The eyebrow-raising competitor comparison. The 10pm press release request for next-morning coverage. It’s not just frustrating, it’s a mirror reflecting back our industry’s chronic tension between external ambition and internal misunderstanding.
But here’s the uncomfortable truth: PR people aren’t just victims of misaligned expectations. Sometimes, we’re the enablers. Oh, the drama!
The Great PR Myth Machine
At some point, we all get caught in the myth machine. The idea that earned media is as simple as pressing a button, or that visibility can be manufactured on command. That one viral article will change your company’s life. That you will be able to pull off a rabbit out of a hat because you ‘know’ a journalist in a publication. And when internal stakeholders buy into those myths, guess who gets the pressure?
You do. We do.
“Why aren’t we in more Tier 1 outlets?” “The CEO wants to be in the Financial Times.” “Can we be on the BBC to talk about this thing?” “Let’s issue the press release tomorrow morning.”
None of these are inherently bad questions. But they’re often detached from the reality of how the media works and what PR actually is.
The Two-Path Fork in Every PR Brief
When faced with these requests, you have two options.
Choice one: Nod politely. Take the brief. Keep your head down. Hope for the best (actually, you might not even be able to count on hope).
Choice two: Do the hard thing. Push back professionally. Reframe. Educate. Lead.
In the short term, it’s easier and far more comfortable to take the first route. After all, many of us went into PR because we’re people-pleasers at heart. We want to demonstrate value. We don’t want to be labelled as “difficult.” And let’s be honest: we assume they should know better.
Spoiler: they don’t. Why would they? You are the one that knows better. And you are getting paid to push back on your boss or client (even if they don’t like it).
How PR Becomes the Scapegoat
When we fail to set expectations, a slow unravel begins. Unrealistic goals become the baseline. Pressure mounts to deliver the undeliverable. Disappointment brews when reality doesn’t match fantasy. And eventually, the narrative shifts: “PR isn’t working.” If we had a penny for every time we have spoken to burned founders who don’t believe in PR, we would have a lot of money. “PR doesn’t work, does it.” They never really understood PR, and never really worked with people who carried it out (properly).
But it’s not just about missed KPIs (or perceived missed KPIs). It’s about internal trust. If you’re not explaining the “why” behind your strategy or challenging flawed assumptions, then you’re not building credibility. You’re playing along with a game you’re destined to lose.
PR Expectations Management Up Is Half the Job
Good PR isn’t just about managing media. It’s about managing minds, especially the ones inside your own company.
That means explaining what makes a story newsworthy (and what doesn’t), clarifying timelines and editorial constraints, reframing success beyond vanity metrics and hit counts, offering better-aligned alternatives that still serve business goals, and building trust by never overpromising to win internal favour.
It’s not about saying no. It’s about saying: “Here’s what’s possible. Here’s what’s not. Here’s the path that gets us the best return.”
The Gentle Art of Pushback
Pushback doesn’t have to be antagonistic. The best PR operators do it with finesse. They bring clarity, not confrontation. They communicate trade-offs, not ultimatums. They open eyes without burning bridges.
At Black Unicorn PR, we call it being “firm but fair.” We’ve seen firsthand that the teams who learn to do this well, whether in-house, agency-side, or freelance, earn more trust, drive better outcomes, and feel less like they’re living in reactive mode.
Because the truth is: if you don’t set boundaries, someone else will. And it probably won’t serve you or the brand in the long run.
Final Thought: PR Is Expectation Management
You don’t just manage narratives. You manage expectations. And the sooner you realise that, the more empowered and effective you become.
Want less drama in your comms life? Start by drawing the lines that keep everyone sane, aligned, and focused on the long game.
Trust us, the headlines are sweeter when they’re actually earned (and actually there).
More from our blog
The definitive guide to European startup events in 2025
How to Ace Your Next Media Interview
Making the Most of PR (in Other Areas of Your Marketing)
How to Write a Tech PR Agency Brief That Actually Works
DIY, Freelancer, In-House, or Agency? Figuring Out Your Next PR Move
How to get the most value out of your tech PR agency
You don’t say? Rethinking the role of quotes in press releases
How to identify and avoid PR and media scams
Tech PR hygiene recommendations
