Why Your PR Isn’t Getting the Results You Want

You send out PR. Maybe a creator posts a story. Maybe a few. Then… nothing.

Most brands don’t know what to do next. They don’t know who is genuinely excited about their brand, which posts are actually performing, or whether the content is reaching the right audience. Without that insight, it is nearly impossible to decide which creators to focus on for the next activation.

Tracking all of this manually is exhausting. Spreadsheets, screenshots, and endless juggling take up more time than they should. One-off PR gestures rarely turn into lasting relationships, and that is why influencer marketing often feels like a black box.

How Top Brands Handle This Challenge

Top brands spend massive resources managing this. They manually track engagement, identify which creators are most committed, and decide where to invest attention across multiple campaigns. Teams, processes, and hours of analysis are dedicated solely to managing these relationships.

For smaller or newer brands, replicating this level of sophistication is impossible. You don’t have the time or people to manage all of this manually. But understanding where to focus your energy is critical if you want PR to actually work.

The Solution

When brands track creator activity and engagement consistently, they start to build a creator network, a curated community of influencers who engage with the brand over time.

Creator networks are powerful because they transform one-off PR gestures into ongoing, meaningful relationships. They allow brands to identify the most committed creators and prioritize them for future activations. They make it possible to track performance across posts and campaigns, seeing which content resonates most. They ensure posts are reaching the right audiences. They create a natural, ongoing storyline, from receiving PR to trying the product to organically endorsing it over time.

The biggest brands do not just send PR and hope for results. They use these networks to create authentic, consistent engagement, generating content that feels real, relatable, and trustworthy. A strong creator network also makes future campaigns more efficient. When you know which creators truly care and perform, you can focus your efforts and budget on the relationships that drive results.

Even smaller brands can benefit by starting small, focusing on the creators who show the most engagement, tracking their activity, and gradually building a network of reliable, committed influencers. Over time, these networks naturally expand and compound, giving brands visibility, insights, and authentic advocacy that a one-off PR send can never achieve.

Where We Come In

We’ve experienced this challenge firsthand. Keeping track of creators, posts, and engagement manually is exhausting. Surge simplifies the process by helping brands:

• Track which creators are posting and engaging

• Measure content performance and audience reach

• Prioritize the creators who matter most

• Nurture authentic, long-term relationships

You don’t need the budget or manpower of a big brand to start building your own creator network.

Ready to see it in action?

Focus on the relationships that matter and turn one-off PR into lasting partnerships. Contact us today to book a demo. Contact Email: chammy@surgehq.co