Not many PR firms like to talk about this.

But at Payper, we believe in radical transparency—and that means being upfront about one of PR’s biggest challenges: diminishing returns.

The hard truth? PR is easiest when you’re new. Journalists love to cover the latest thing, the fresh perspective, the next big disruptor. But the more a business gets covered, the harder it becomes to land fresh media stories.

We’ve seen it happen time and time again—even with the biggest brands.

Allbirds was once the darling of global business media. TIME magazine called them “the world’s most comfortable shoe.” The New York Times, The Guardian, and Forbes all ran glowing features.

Fast forward to today? The hype has cooled. They still get coverage, but it’s not the frenzy it once was. And when they do make headlines, it’s often about financial struggles and declining sales, not innovation.

This isn’t just an Allbirds problem. It’s a universal PR truth—and if you don’t plan for it, it can catch your brand off guard.

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Why Does PR Get Harder Over Time?
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1. Journalists Prefer “New” Over “Good”

News is, by definition, about what’s new.

When your company first launches, expands, or wins an award, that’s a story. The second time? Maybe. The third? It’s just expected.

Example:

• Tesla’s first few EV models were headline-worthy.
• Now? The launch of another Tesla car is less exciting—unless it’s dramatically different or controversial.

The takeaway? Media attention is often front-loaded. If you want to stay relevant, you need to keep evolving.

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2. The “We’ve Covered This Already” Effect

Ever pitched a story, only to get this response?

“Sounds great, but we’ve already written about you before.”

Journalists (and their audiences) don’t want to repeat themselves. If they’ve told the story of how your business started, they won’t run the same profile again.

Example:

• When Canva first launched, every tech site wanted to cover its disruptive impact on design.
• Years later, media coverage shifted to its valuation, hiring strategies, and global expansion.

If Canva kept pitching the same story about easy-to-use design software, they’d get ignored. Instead, they’ve kept their PR fresh by changing the narrative—moving from “start-up success story” to “billion-dollar tech leader.”

The takeaway? If you’re getting “we’ve already covered this” as a response, you need a new angle.

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3. Media Attention Peaks, Then Drops (Unless You Work for It)

The PR cycle often follows this pattern:

🚀 Exciting launch = lots of coverage

📈 Early growth = continued interest

🏆 Big milestone (funding, expansion) = fresh headlines

⏳ Media moves on = landing coverage gets harder

Even the biggest brands eventually fade from the news if they don’t actively create new reasons to stay in the conversation.

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So, What Can You Do About It?

Just because PR gets harder doesn’t mean you should accept fading into the background. You just need to be more strategic about how you keep making news.
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1. Create News (Don’t Just Wait for It)

If you’re no longer “new,” you need to manufacture fresh reasons for journalists to care.

Ways to do this:

✅ Release exclusive industry data. This works especially well for B2B brands.

✅ Launch a bold campaign. Something that sparks debate or conversation.

✅ Take a stance on industry issues. Thought leadership can be just as powerful as product launches.

Example:

When Allbirds started losing steam, they didn’t just talk about shoes—they positioned themselves as leaders in sustainable fashion, climate action, and responsible business practices.

If people aren’t covering your product anymore, give them a reason to cover your perspective.

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2. Stop Pitching the Same Story. Flip the Narrative.

If journalists are ignoring you, you’re probably pitching the same thing over and over.

Try these instead:

📌 Shift from product to people—instead of your business, pitch an interesting team member’s story.

📌 Go from local to global—if you’ve dominated NZ media, start targeting Australian, UK, or US press.

📌 Find a counter-narrative—if everyone is saying one thing, take the opposite perspective.

Example:

Evnex could go from pitching “More Kiwis Are Switching to EV Chargers” to “Are Kiwis Overestimating the Benefits of Home EV Charging?” The latter sparks debate and grabs media attention.

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3. Become a Go-To Expert (Not Just a Brand)

The best way to stay in the media long-term is to become a trusted source for journalists.

If you’re only pitching when you have something to promote, you’re doing it wrong. Instead:

💡 Offer expert commentary on breaking news in your industry.

💡 Build relationships with journalists so they come to you for insights.

💡 Provide value, not just self-promotion.

Example:

Xero’s PR isn’t just about its accounting software—it’s about helping small businesses navigate finance and technology trends.

When news outlets need insights on SME financial challenges, they call Xero.

The takeaway? If you want long-term media presence, position yourself as an industry voice, not just a business.

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Final Thoughts: PR Success Isn’t a One-Time Thing

Most businesses think PR is like a light switch—turn it on, get media coverage, and you’re set.

The reality? PR is a long game. If you want consistent attention, credibility, and influence, you have to:

✅ Keep evolving your story so it stays fresh.

✅ Offer value beyond just selling your product.

✅ Think beyond one-off press hits—build relationships, create content, and stay top of mind.

PR isn’t just about being new. It’s about being relevant. And businesses that understand this will keep winning long after the initial hype fades.

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