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In public relations, more visibility can feel like an automatic win. After all, we often hear the phrase “any press is good press.” A national television appearance, major interview or high-profile partnership can introduce a brand to a much larger audience, making the opportunity difficult to turn down.

But effective public relations is about more than media exposure. It’s about making sure that exposure serves a purpose.

A recent example is Conner Leavitt’s appearance on Dancing with the Stars. After gaining public recognition through the hit reality series The Secret Lives of Mormon Wives, largely as the husband of star Whitney Leavitt, Conner followed in his wife’s footsteps by joining Dancing with the Stars for its 34th season. The opportunity placed him in front of a much larger audience, particularly following Whitney’s success on the show the previous season.

But it also raises an important question for anyone evaluating a public relations opportunity: Is reaching a larger audience valuable if that audience has no clear reason to connect with your brand?

A platform is not a strategy. It is one of many opportunities that can support a broader public relations plan.

Visibility and Brand Positioning Aren’t the Same Thing

Public relations success is often measured through visibility metrics such as media placements, impressions and audience reach. These metrics matter, but they don’t tell the whole story. Effective PR also depends on storytelling, audience alignment and the ability to communicate what makes a brand distinctive.

A brand can reach millions of people without leaving them with a clear understanding of who it is, what it stands for or why they should continue paying attention.

That’s why the first question shouldn’t be, “How big is the audience?” It should be, “Is this the right audience, and does this opportunity reinforce our positioning?”

Consider the difference between Conner and Whitney’s appearances on Dancing with the Stars.

For Conner, the connection between the platform and his broader public identity wasn’t immediately clear to some viewers. Although the appearance generated exposure, audiences questioned why he was on the show and how the opportunity connected to his existing public persona. The resulting backlash and first-round elimination illustrate how a high-profile appearance can generate attention without necessarily strengthening a personal brand.

Whitney’s appearance, on the other hand, had a more natural connection to her established identity. With a dance background and an interest in performing, the show reinforced an existing part of her public persona. It also fit into a broader career trajectory that included her Broadway debut as Roxie Hart in Chicago.

The platform didn’t simply make her more visible. It gave audiences another way to understand her talents and supported a larger narrative about where her career could go next.

This is the distinction between visibility and strategic public relations. The goal isn’t simply to get attention. It’s to make sure that attention reinforces what a brand wants to be known for.

In many cases, a smaller, more relevant platform can create more value than a massive one. The right interview can establish expertise. The right partnership can strengthen brand positioning.

The right speaking opportunity can connect an organization with the decision-makers it needs to reach.

That’s the difference between getting a big opportunity and getting the right opportunity.

The Biggest Opportunity Isn’t Always the Best Opportunity

A major media opportunity can be difficult to turn down because of its audience size, prestige or name recognition. But pursuing every opportunity can create visibility without direction.

A thoughtful public relations strategy evaluates opportunities based on how they support broader business and communication goals, not just how many people they might reach.

Before saying yes, consider four questions:

• Who will this opportunity put us in front of? Does the audience align with the people we want to reach, influence or engage?
• What do we want that audience to understand about us? Is there a clear message or story we want to communicate?
• Does this reinforce our brand positioning? Will the opportunity strengthen our existing identity or support an intentional shift in how people perceive us?
• What comes next? How will we build on the exposure, continue the conversation and turn attention into meaningful engagement?

These questions don’t mean a brand should never step outside its established identity. In fact, the right opportunity can introduce a new side of a person or organization, open doors to new audiences or help reshape public perception.

The key is intentionality. A shift in positioning should be part of a larger strategy rather than an unintended consequence of pursuing a high-profile opportunity.

Ultimately, the biggest stage isn’t automatically the best one. The value of a public relations opportunity isn’t just in getting attention. It’s in knowing what to do with that attention.

Build a Public Relations Strategy Around the Right Opportunities

At Emerson Street Media, we help brands evaluate media opportunities based on more than reach. From media placements to strategic partnerships, our approach focuses on aligning visibility with brand positioning, reaching the audiences that matter and supporting long-term business goals.

Because a successful PR strategy isn’t about being everywhere. It’s about showing up in the right places, with the right message, for the right reasons.

Contact us to build a public relations strategy that makes every opportunity count.