Is the product compelling?
One of the mistakes that people make when they look to hire a pr firm, is not realizing that publicity is based upon the newworthiness of the story. If you have a story, or a product that is not new or compelling, chances are the best publicist in the world can’t help you. A great publicist can help get your story out there, and maximize coverage, but you need to have something that the news media is interested in talking about. Publicists are not magicians! This advise would be well-heeded by publicists when taking on new clients – make sure you are undertaking something that is compelling, otherwise, your client will be disappointed in the results.