15 YOE, recently started my first tech PR job at a large, stable company & have been asked to get ~20 SMEs in front of media. Subject matter is not sexy. I lead PR for all of U.S. & have no other PR colleagues. My agency’s budget is 100k/year & they’re spread too thin to hit their KPIs. I feel set up to fail & feel we should be focusing on a handful of SMEs and only our sexiest topics. Any advice on mitigating unrealistic expectations for coverage? Anyone handled similar problems in the past?

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Do.ypu think you can educate and shift their perspective internally? Have any case studies you can get in front of them to show increased ROI for more focused campaigns? Understand it can be uncomfortable to rock the boat when you are new to a company, but they hired you for your expertise, I think it is well within your remit to present them with a well backed-up plan that counters their instincts. Pushing for this and getting excellent results will beat not and getting bad results.

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~20 in front of media in what time frame? What does “in front of media” mean to them? If it’s a few expert interviews or a couple contributed articles in, say, a year or several quarters, sounds reasonable to me.

-also in tech at a large, stable company

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If you’re not able to push back on the number of experts, map out what this would like on paper. Depending on your company’s expertise there are angles you may be able to use that target a media outlets audience with insights, trends, forecasts, how tos, tips, whys, ed cal leads, trending topics, current events, holidays, monthly/days of, etc all work well. Dumb down the subject matter.

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