Many companies in Sri Lanka believe that they don’t need a public relations agency to secure media coverage. The assumption is simple: why involve an agency when we can contact editors and publishers directly?
On the surface, this seems the most efficient and cost-effective, why pay for the middle man right?. In practice, it’s one of the most common reasons brands struggle to get meaningful, credible media coverage; or worse, damage their reputation with the very media they’re trying to engage with.
The Assumption: “We Can Just Reach Out Directly”
It’s not uncommon for brands to believe that sending an email, WhatsApp message, or LinkedIn note to a journalist or publisher is enough. After all, the content is written, the brand is legitimate, and the message feels important internally.
But the media doesn’t operate on access alone. It operates on trust, relevance, and relationships; three things that cannot be established through one-off outreach.
Direct contact without context often signals one thing to journalists: this brand doesn’t understand how media works.
Media Relations Are Not the Same as Media Access
Having an email address or phone number is not the same as having a relationship.
A PR agency’s role in media relations goes far beyond distributing press releases. Agencies understand:
- What each publication actually considers newsworthy
- How editorial priorities shift week to week
- Which stories require context before pitching
- When not to pitch at all
When brands bypass agencies, they often pitch stories that are promotional, poorly timed, or irrelevant to the outlet’s audience, leading to silent rejections rather than feedback.
Why Journalists Respond Differently to PR Agencies
This is uncomfortable but true: journalists and editors treat agency pitches differently from direct brand outreach. Agencies are accountable for the quality and relevance of the stories they submit; weak angles are filtered out before they reach the newsroom, respect editorial boundaries, and understand what genuinely constitutes news. Over time, they build a track record of delivering credible, well – structured narratives that align with publication standards. A PR agency doesn’t simply forward content, it effectively vouches for its legitimacy and value. In contrast direct submissions from brands can sometimes be overly promotional, poorly positioned, or increasingly, AI-generated without refinement or strategic framing. Generic, machine-written articles lacking human insight or contextual understanding are quickly identified and rarely taken seriously.
The Reality of Not Being an Advertiser
Media Outlets in Sri Lanka, like anywhere else, are businesses. While editorial integrity remains separate from advertising, commercial relationships still shape visibility and access.
Brands that never advertise, never support industry events, and only reach out when they want free coverage often underestimate how this is perceived. From a publisher’s perspective, the relationship feels one-sided.
This does not mean coverage is bought. Credible publications protect editorial standards carefully. However, brands that consistently engage with media, whether through advertising partnerships, event sponsorships, or long-term collaboration tend to build stronger overall relationships within the ecosystem.
Approaching media only when there is something to promote, without contributing to the broader industry environment, limits influence. PR agencies understand how to balance earned media with commercial realities in a way that protects credibility while maintaining access.
The Risk of “Getting Published Anyway”
Some brands manage to secure publication through persistence or personal connections. But publication alone is not success. An article appearing online or in print does not automatically translate into credibility, influence, or strategic value. Poorly placed or overly promotional pieces can reduce future media interest, weaken brand positioning, and signal desperation rather than authority. Editors remember brands that push content without substance. In Sri Lanka’s relatively compact media ecosystem, reputational missteps are not easily forgotten by the publishers. What feels like a short-term win can quietly close doors long-term.
PR Is About Control — Not Exposure
A common misconception is that PR agencies exist simply to “get coverage.” In reality, their role is to control narrative, positioning, and timing. Without a clear PR strategy, messaging becomes inconsistent, stories conflict with long-term brand direction, and media appearances turn reactive rather than intentional. Exposure without structure may create visibility, but it rarely builds authority.
When Working Without an Agency Makes Sense (And When It Doesn’t)
There are instances where direct outreach can be appropriate. Event listings, paid advertorial placements, or simple community notices often do not require deep strategic involvement. However, when it comes to reputation building, crisis communication, thought leadership, or long-term brand positioning, operating without a public relations agency becomes a risk. Strategic PR requires judgement, relationships, and timing — elements that cannot be improvised. Attempting to navigate complex media engagement without that expertise is often more costly in the long run than investing in it properly from the start.
Conclusion
Contacting media directly might seem efficient, but effective PR is not about shortcuts. In Sri Lanka’s media landscape, credibility is earned through consistency, relevance, and trusted intermediaries.
At Good PR, we work as strategic partners. Helping brands navigate media relationships, refine narratives, and engage journalists with purpose. If your brand is ready to move beyond trial-and-error media outreach and toward intentional, credible coverage, we’re ready to help.
By Shevan Gomis – PR & Events Associate at GOOD PR PVT LTD
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