The 5 PR myths holding eCommerce brands back
PR has a reputation problem – and not just among the press.
If you’re a mid-sized eCommerce brand, chances are you’ve been led to believe PR is expensive, mysterious, or something only the “big brands” can crack. These myths are not only outdated, they’re costing you valuable coverage, credibility and customers.
At PR Dispatch, we’re on a mission to demystify PR and show eCommerce brands just how accessible and impactful it can be when done in-house, with the right tools and guidance.
Let’s break down the biggest PR myths and what’s true.
1. Myth: You need a PR agency to get press
This is the myth we’re most passionate about busting.
PR agencies are expensive (we’re talking £3K+ a month) and often overpromise and underdeliver—especially for product-based brands. But the truth is, you don’t need an agency to get featured in Vogue, Stylist or The Independent.
What journalists care about:
A relevant, timely pitch
A great product
High-quality images
The right contact, at the right time
You can 100% do this in-house—and many of our members have landed national coverage with no prior PR experience.
In fact, in-house PR is often more effective. No one understands your brand like you and your team. Your insider knowledge is your greatest asset - something no PR agency can match.
2. Myth: You have to send out press releases
Unless you’re launching a new collection or announcing something truly newsworthy, press releases aren’t necessary for most product brands.
What works better? A short, friendly pitch that gets straight to the point, especially when pitching for gift guides or product round-ups.
We teach our members how to write high-converting pitches (with templates that journalists love). No jargon. No fluff. No press releases required.
3. Myth: PR is only valuable if it drives instant traffic
We understand the pressure to prove ROI, but PR’s power is compounding.
Yes, coverage can bring immediate clicks. But the real value is in:
Trust and credibility
Conversion uplift across all channels
Backlinks and SEO
"As seen in..." proof you can use forever
PR is one of the only marketing channels that continues to deliver value long after you hit send. You won’t always see an overnight spike, but the long-term impact is game-changing.
4. Myth: Journalists don’t want to hear from small brands
This one couldn’t be further from the truth.
Journalists actively seek out new, independent, and under-the-radar brands. What they don’t want? Mass-produced, overexposed products or generic pitches from PR agencies they’ve heard from a hundred times.
When you pitch your own brand, with heart, relevance, and clarity, you’re giving journalists exactly what they’re looking for: fresh, authentic recommendations their readers will love.
💬 “Your pitch stood out because it was clear and direct—I’ve added your product to our gift guide.”
— Editor at National UK Title (real feedback from a PR Dispatch member)
5. Myth: PR is too complicated to manage in-house
Only if you don’t have the right support.
At PR Dispatch, we break PR down into clear, simple steps:
When to pitch
Who to contact
What to say
How to follow up
Our members get access to a curated journalist database, proven pitch templates, real-time alerts, and training that builds confidence. No guesswork, no gatekeeping, just actionable support that fits into your workflow.
The bottom line
If you’ve been holding off on PR because of these myths, you’re not alone. But the truth is: PR isn’t reserved for the big brands or expensive agencies. It’s one of the most powerful tools an eCommerce brand can have, and it’s fully within your reach.
Ready to see what in-house PR can do for your brand?
Join PR Dispatch to get access to the contacts, templates and expert guidance that take the mystery (and cost) out of PR.
PR doesn’t have to be complicated, expensive, or out of reach. Let’s prove the myths wrong, one press feature at a time.