Landing a magazine cover story for your CEO sounds awesome, right?
Well, how about for TWO magazines?
And how about feature stories in three other publications?
And then you’re told all these articles would appear within seven days and you’d have about 100,000 views.
Wow. Why wouldn’t you jump at this opportunity?
Because like the saying goes, “If it sounds too good to be true…”
A Freelancer’s Free-Wheeling Promise
A month ago I was interviewing public relations freelancers who had responded to my post in a PR-focused Facebook group. I explained I was looking for help with media relations (placing stories in newspapers and magazines, on online news websites, booking podcast interviews, etc.).
One supposed PR/publicist freelancer, a woman we’ll call “Jules” based in Los Angeles, told me for a monthly retainer of $1,500 she’d deliver all of the previously mentioned.
At first my eyes got wide, and I was like, “Wow! That would be amazing!”
Little did I know this would inspire me to write a case study in vetting freelancers and avoiding manufactured media coverage.
Vetting PR Opportunities
As PR professionals, we’re constantly evaluating new opportunities and potential partners.
When this freelancer reached out promising immediate placements in multiple publications for a reasonable retainer, it’s natural to feel excited about the possibilities. But having been in this business long enough, that initial excitement quickly triggered deeper scrutiny.
Vetting of any and all business opportunities is essential — including when evaluating PR freelancers. In this case, a pay-for-play scheme was masquerading as a legitimate media relations opportunity.
The Initial Pitch: Too Good to Be True?
Jules contacted me offering what seemed like an impressive array of media opportunities for one of my clients:
● Cover stories in “Formidable Men US” and “Empowered Entrepreneur Magazine”
● Feature stories in “Disruptors Magazine,” “CEO Weekly,” and “Economic Insider”
● Digital covers and online interviews
● All for a $1,500 retainer
The pitch included impressive-sounding metrics: 100,000 monthly views across her publications, fast turnaround times (about 7 days), and a roster of what appeared to be notable previous clients including “Larry Namer, Founder of E! Network.”
On paper, it looked like substantial media exposure at a reasonable price point. But several details immediately raised questions, and soon…
The Red Flags Started Adding Up
- Pay-for-Play Structure – In what was understood to be a monthly retainer for legit PR media relations turned out to be nothing more than a pay-for-play scheme. This is fundamentally different from earned media, where editorial coverage is secured through compelling storytelling and relationship building, not financial transactions.
- Publication Legitimacy Issues – None of the publications Jules mentioned appeared in Cision, an industry-standard media database that tracks legitimate publications. For a PR professional, this was immediately concerning. Established publications with real readership and influence are typically included in this database.
- Vague Success Metrics – While Jules claimed 100,000 monthly views across her publications, she provided no verification method, third-party analytics, or details about audience demographics. These numbers appeared to be unsubstantiated claims.
- No Customer Testimonials – My request for customer testimonials regarding their ROI (return on investment) on working with her were ignored.
- Operational Red Flags
- Used a personal Gmail address instead of a company domain (ANY business that does this loses credibility and perceived value, IMHO)
- No clear company website or structure
- Promised unrealistically fast turnaround times suggesting minimal editorial oversight
- Heavy emphasis on LinkedIn promotion rather than traditional media metrics
The Critical Questions That Exposed the Operation
When something feels off, experienced PR professionals (or business executives in general) know to ask probing questions. I sent Jules a straightforward email asking three key questions:
- Why don’t any of your publications appear in the Cision database?
- How do you validate/verify your claimed 100,000 views?
- What kind of ROI have your previous clients received from coverage in your publications?
These questions are standard due diligence for evaluating media opportunities. A legitimate publisher should be able to provide:
● Third-party analytics verification (SimilarWeb, Comscore data)
● Circulation numbers and audience demographics
● Case studies showing measurable business results for previous clients
● Clear editorial processes and standards
The Response Revealed Everything
Jules’ response was telling. Rather than providing the requested verification, she deflected:
“My magazines were released 5-months ago. As I have mentioned on our call, I heavily promote my interviews and cover stories on LinkedIn. Also, it’s not just about posting an interview, I typically connect people to build their businesses whether that be through celebrity connections, business connections etc.”
This response avoided answering any of the three specific questions I asked. Instead, she pivoted to vague promises about networking and connections — classic deflection tactics when someone can’t substantiate their claims.
More concerning, when I clarified that I was looking for traditional earned media rather than pay-for-play arrangements, Jules became defensive and ultimately hostile.
Yes, this suddenly turned very ugly.
The Explosive Ending
The final exchange revealed the true nature of this operation. When I expressed hesitation about the pay-for-play model and continued to ask about ROI, Jules sent this message to me:
“I wasn’t saying. I didn’t know P4P. Your post wasn’t genuine and you have wasted my time. Not professional. I am not an Intern. I have a powerful network. I am blocking you now. You are a flake.”
This explosive reaction to legitimate business questions exposed several critical issues:
- Professional Standards: Real PR professionals understand that not every pitch will be accepted and handle rejection gracefully. They also recognize why the distinction between earned and paid media matters to credible practitioners.
- Business Sustainability: The dramatic personality shift when challenged suggests desperation, indicating her business model may not be sustainable enough to handle normal client discussions.
- Client Service Approach: Imagine paying $1,500 upfront and then having a disagreement about deliverables. This response pattern suggests any client conflict would escalate similarly.
What This Means for Those Seeking Media Coverage
This interaction illustrates several important lessons for PR pros and businesses looking to raise awareness of their offerings:
- Trust Your Instincts – That initial feeling that “something isn’t right” is often your professional experience recognizing patterns that don’t align with legitimate business practices. Don’t ignore it.
- Earned vs. Paid Media Matters – Pay-for-play placements in questionable, manufactured publications don’t provide the same value as earned coverage because they:
- Don’t build genuine media relationships
- Lack credible third-party validation
- Provide minimal SEO value from low-authority domains
- Miss your client’s actual target audience
- Likely generate no measurable business results
- Vetting Is Essential – Before partnering with any freelancer/publicist, sales person, agency, verify:
- Publication legitimacy through industry databases
- Third-party traffic and engagement metrics
- References from previous clients with measurable results
- Professional communication standards and conflict resolution approaches
- Quality Over Quantity – One placement in a legitimate, high-authority publication with real readership will deliver more value than dozens of placements in manufactured media outlets.
The Broader Industry Impact
Operations like the one Jules runs contribute to several problems in our industry:
- Client Confusion – When clients can’t distinguish between earned and paid placements, it devalues legitimate PR work and creates unrealistic expectations about what real media relations can deliver.
- SEO Pollution – Low-quality publications with minimal real readership contribute to the noise rather than building authentic thought leadership.
- Professional Standards – These operations undermine the strategic value that experienced PR professionals bring to client relationships.
12-Point Red Flags Checklist for Vetting Media Opportunities
Based on this experience, here’s a checklist for evaluating potential media partners:
- Do they use professional email addresses and have legitimate company websites?
- Are their claimed publications findable in Cision, Muck Rack, or other PR databases?
- Do they clearly distinguish between earned and paid placements?
- Can they provide third-party verification of their metrics?
- What’s their process for declining stories or clients?
- Can they share case studies with measurable business results?
- Do they have an editorial board or review process?
- What’s their policy on disclosing paid content?
- Can they provide references from clients who saw concrete ROI?
- How do they handle disagreements or client concerns?
- Do they understand the strategic value of traditional media relations?
- Can they articulate why publication authority and audience quality matter?
Moving Forward
The PR industry continues to evolve, and new opportunities for media coverage emerge regularly. But the fundamental principles of our profession — building authentic relationships, creating compelling narratives, and delivering measurable value for clients — remain constant.
When evaluating potential partners or opportunities, remember that legitimate media relations is built on credibility, not transactions. Real publications earn their authority through consistent quality content and genuine audience engagement, not through pay-for-play schemes.
Your instincts, combined with thorough due diligence, remain your best defense against operations that promise quick wins but deliver little lasting value. In an industry where reputation and relationships are everything, taking the time to properly vet opportunities isn’t just good business practice — it’s essential for maintaining the integrity of the work we do for our clients.
The best PR opportunities are rarely the ones that seem too easy or too good to be true.
The 3 Big Takeaways
The best PR opportunities are the ones that:
- Align with professional standards
- Provide verifiable value
- Contribute to the long-term success of clients and the PR profession
Did you know this dark, very NONauthentic pay-for-play world existed? Are you glad you know now? Do share!
Stay authentic — and only seek legit media coverage!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
