Valev Laube: How I Avoid PR Scams and Build Real Media Visibility

Yet these flashy offers keep coming. In truth, they’re selling advertising, not PR. Axia Public Relations recently noted that “guaranteed media is a form of advertising”. In other words, when a firm promises you a “feature” for a set fee, you’re basically buying an advertorial or sponsored post rather than earning a journalist’s interest. That can boost raw visibility, but it won’t earn your brand lasting credibility or an attentive audience.

I’ve seen countless warnings and memes about these scams – creative people sharing anonymous stories on forums and social media about PR packages that produced nothing but expense reports. One artist friend once paid $3,000 to a boutique agency expecting a big music blog write-up, and got back a handful of tiny site links instead. There are even viral posts mocking pitches like “Feature your business for only $5000! Guaranteed press coverage!” (yes, that exact headline shows up in inboxes). These are all red flags. In real PR, you pitch to editors who independently decide if your story fits their outlet. You don’t pay a middleman to “print” you there.

My Transparent PR Approach

So what’s the alternative? For me and my clients, the answer is a straightforward, story-driven strategy. I don’t offer generic press packages or false guarantees. Instead, I focus on direct pitching and creative storytelling that match the right stories to the right media. In practice that means writing each press release and article myself, then distributing releases through targeted, curated channels – often bypassing wire services entirely. We arrange editorial interviews and expert feature opportunities for clients, and we even help founders draft thought-leadership articles on leadership networks (like Forbes Council or LinkedIn) to build authority.

My services span every stage of a smart PR campaign: article placements in relevant blogs and magazines, press release writing and strategic distribution, personalized pitching to journalists, and editorial interviews for brand storytelling. I also leverage my background in design and creativity to make campaigns visually compelling. Every pitch is crafted as a narrative – with images or examples – not a bland template. This means journalists see a story they can use, not just an announcement they’ll delete. Above all, I remain transparent about budgets and goals. My press packages include both writing and placement, so clients stay in control from pitch to publication, without hidden fees or surprise markups. (This approach earned me Forbes 30 Under 30 consideration and clients like Kenneth Cole and Steve Madden, so I know it works.)

Top 5 Tips for Spotting PR Scams

1. Beware of inflated promises and high fees with no transparency. If someone is dangling guaranteed coverage in top media for a fixed price, be very skeptical. Real PR firms will explain their process, not just name-drop big outlets. As one PR expert put it, “‘guaranteed media coverage’ promises are often just paid placements”. A true PR pitch should be about your story’s angle, not a price tag.
2. Ask for proof of past placements and real journalist relationships. A reputable publicist should be proud to share links to real articles they’ve earned (not ads). Be wary of vague claims or lists of obscure outlets. In fact, Axia PR warns that some “guaranteed” features end up on low-authority sites masquerading as big names – for example, a “Wall Street Times” site instead of the Wall Street Journal. If your PR contact can’t name publications or reporters they’ve worked with, press pause.
3. Understand the difference between earned media and paid media. Don’t confuse advertising with PR. Earned media is coverage you earn by newsworthy storytelling; paid media is buying ad space. Audiences trust the former far more. As one guide notes, earned coverage is considered more trustworthy than paid ads precisely because you didn’t pay for it. Whenever possible, aim for organic press (pitches, interviews, features) that come from genuine interest, not from a checkbook.
4. Don’t fall for cookie-cutter press releases or mass-distribution hype. Sending a generic newswire release to a hundred email addresses rarely works today. PR pros caution that “beyond a few free services, sending a mass distribution release is costly, and measuring its ROI is often challenging”. Instead of blasting out boilerplate PR, look for a personalized approach. Good media relations means researching the right outlets and sending tailored pitches – a tactic I always use – not firing off untargeted press blasts.
5. Build relationships and tell a good story. In the end, PR is still a people business. Invest time in connecting with journalists and crafting compelling narratives. According to a marketing guide, “Building relationships with the press and content creators will help keep your brand at the top of their minds”. That means following reporters, engaging on social media, and giving them an interesting story hook. When I help clients develop newsworthy angles (new projects, community impacts, creative processes), those authentic stories are what truly win coverage – and they make paid promises obsolete.

These principles drive everything I do. Instead of chasing quick fixes, I focus on real credibility. I’ve helped indie artists and startup founders earn features by framing their work as meaningful stories, often landing placement through a few well-targeted pitches and creative assets. If you’re frustrated by expensive PR hype and want to try a more transparent, cost-effective path, let’s talk. You can read more about my work or get in touch at valevlaube.com. I’m always happy to discuss ideas or answer questions about building your media visibility the right way.

About the author

Valev Laube is a New York–based creative director, branding strategist, and PR consultant. He has collaborated with major brands like Kenneth Cole and Steve Madden and co-founded The VL Studios, and he was the first Estonian nominated to Forbes’ Under 30 list in the U.S.. Drawing on his background in graphic design and storytelling, Valev helps artists and entrepreneurs craft authentic narratives and earn media placements – without falling for pay-to-play schemes. Learn more at www.valevlaube.com.