Why it’s not always good to put all your PR eggs in one basket

A gratuitous nod at this time of year – well I wouldn’t be in PR if I didn’t try to follow the calendar to be timely, would I? But beyond the seasonal metaphor, there’s a more serious point worth making.

But it’s a topic that’s worth thinking about given some of the briefs we’ve recently had for consideration. Lately, we’ve seen a run of briefs from tech companies looking to make one off launches a success with very little activity or awareness previously. Without any foundation credibility, this is a high risk strategy for both sides. 

When everything hinges on one moment with no groundwork or narrative, no recognition, no familiarity – you’re not amplifying momentum. You’re trying to create it from scratch, often in just a few weeks. Which isn’t necessarily a good way to start for either party.

Not all one-offs are equal

This isn’t to say that one-off campaigns don’t work. They can when they’re anchored in something that matters not just to the company itself but the wider market.

One client recently produced a report that generated significant industry awareness. Not because it was a “big launch”, but because it tapped into real, pressing issues the market cared about. It added value and had statistics and a point of view.

Another example: a company that has scaled rapidly in the US and is now entering Europe. There’s already momentum, proof points, and market curiosity. Its “launch” isn’t happening in a vacuum. It’s the next chapter of an existing and compelling story.

In both cases, the moment works because it’s earned – either by in depth research investigation and insights – or company track record.

Expect your prospective agency to consult

Of course, as an agency, revenue is nice, but expectation setting and reputation are more important. One-off projects can be commercially attractive and may even deliver short-term wins. But the investment should support long term business growth or objectives – and your agency should be advising on how any campaign works towards that. 

You don’t want to invest a one off sum over investment which may go towards creating a drumbeat in the market. Multiple eggs, so to speak, each working towards the amplification of your brand and story until your network says “hey, I’m seeing you everywhere, what’s going on?” As a startup or scaleup, that should be the ultimate goal ideally.

Build-up beats big bang

The most effective PR programmes rarely rely on a single event or action, they build. Progression takes time, consistency and repetition, and is what creates the conditions for a launch to actually land. Brands take a while to build and without that momentum, even strong announcements struggle to cut through. 

But with it, even less milestone moments or activities can punch above their weight.

A consistent drumbeat of news, insight, commentary and presence builds recognition and earns attention. And that’s what gives your big moments the best chance of success.

So, if you’re starting out, consider multiple eggs in the basket. That’s what I’m hoping for this Easter.