No direct control

Unlike advertising, you can’t exactly control how your business is portrayed by the media, when your message will be placed. will appear, and where it.

No guaranteed results

You may spend time and money on writing a press release, getting suitable photography and speaking with journalists, but you can never guarantee your story will be published. This can result in a poor return-on-investment.

Evaluation

it can be difficult to measure the effectiveness of PR activities. You can count media mentions and published stories, but it’s harder to determine the impact this has on your audience.

Lack of Control Over Message Content

When public relations conveys information to a member of the media (e.g., reporter), the message may be “re- crafted” to fit within media’s content (e.g., news story) with the final message not being precisely what the marketer planned.

May Be Higher Cost Than Other Methods

While a PR campaign has the potential to yield a high return on promotional expense, it also can have the opposite effect (e.g., few attend a presentation by a company- paid spokesperson).

Message May Not Appear at All

When dealing with the media, there is always a chance a PR content item (e.g., TV interview with the company president) will get “bumped” from planned media coverage because of a more critical breaking news story (e.g., earthquake)