1. What does a PR firm actually do?

A PR firm shapes how your story is told and where it shows up. This includes media outreach, positioning, messaging, and identifying the right platforms—TV, podcasts, digital, print and radio. The goal isn’t just coverage—it’s building credibility, visibility, and long-term brand equity.

2. When should I hire a PR firm?

The best time to hire a PR firm is either: a) when you want to start establishing yourself as an expert within your field or industry or b) before a major moment— a book launch, product launch, or brand pivot. PR works best when there is enough time to build and expand momentum, not just react to a single announcement.

3. How much does a PR firm cost?

Most boutique PR firms charge between $7,000 and $12,500 or more per month, depending on the number of tiers in a campaign. Pricing reflects strategy, media outreach, relationships, the number of people working on the campaign, and execution—not just placements.

4. How long does PR take to work?

PR is not instant. Depending on your PR goals, some placements can happen quickly, while most meaningful results typically build over 2–4 months as messaging, outreach, and relationships gain traction. Some clients have PR for a particular launch, while others have their publicist year-round. Repeat visibility is key to brand building and sales.

5. IS PR WORTH IT FOR A SMALL BRAND OR FIRST-TIME AUTHOR?

Yes—PR can be especially impactful for first-time authors, experts, and emerging brands because it establishes the person while building their credibility, which paid marketing alone can’t. It is particularly successful when the messaging is clear, consistent, and expectations are aligned.

6. WHAT KIND OF RESULTS SHOULD I EXPECT FROM PR?

PR results go beyond media placements. You can expect increased visibility, stronger positioning, inbound opportunities, and long-term brand growth and recognition—not just a single article or segment. This is why consistent visibility can help grow brands, sell products, and establish thought leadership within a category.

7. WHAT MAKES A PR CAMPAIGN SUCCESSFUL?

A successful PR campaign is built on strong positioning, clear messaging, and consistent outreach. Timing, media alignment, and adaptability play a major role in driving results. Clients should tap their personal and professional networks before a launch and repost PR placements to establish authority within their market.

8. DO YOU GUARANTEE MEDIA COVERAGE?

No reputable PR firm can guarantee coverage. Media is earned, not paid. What SHP does promise is that our clients’ information will be placed in the hands of the decision-maker at each media outlet, using the best strategy, outreach, and execution to maximize results.

9. What is the difference between PR and marketing?

Marketing is paid visibility. PR is earned credibility. Both are important, but PR builds trust and authority in a way advertising cannot. Ad budgets are much more expensive in one particular outlet, while PR is a smaller spend across various media categories.

10. What industries do you work with?

SHP specializes in Lifestyle, Entertainment, and Personal Publicity. We work with experts and brands across all fields to bring their stories to their target audiences while also introducing them to a broader audience, which keeps our clients relevant.

11. What happens in the first month of working with a PR firm?

SHP's first month is called “ramp-up” and focuses on client immersion—refining messaging, identifying angles, writing materials, building media lists, and developing a strategy. Media outreach only begins once that foundation is clear, especially since media will likely first meet the client on paper.

12. How do you get media attention?

Media attention comes from having a strong angle, a timely hook, and a clear point of view. It’s about aligning your story with what journalists and producers are looking for, or pitching them something pertinent that they did not already know.

13. WHAT MAKES A STORY NEWSWORTHY?

A story is newsworthy when it connects to a larger conversation—timely trends, cultural moments, or audience relevance. This can be within a broad cultural conversation or within a niche market, but it has to matter beyond just the individual or brand.

14. CAN PR HELP SELL BOOKS OR PRODUCTS?

Yes. PR supports sales by building visibility, credibility, and awareness. While it’s not a direct sales tool, it creates trust and attention that drive and shape purchasing decisions while also supporting the overall brand.

15. WHAT SHOULD I PREPARE BEFORE HIRING A PR FIRM?

You should have a clear understanding of your goals, timeline, and what you want to be known for. The clearer the foundation, the stronger the results. This includes having realistic expectations.