One of the main things I try to do with this blog is to motivate you and empower you to achieve greater things through your PR efforts. I try to provide you with the right information and tools to enable you to be more successful at spreading your message and building your brand. I’m certainly no Tony Robbins, but I do try to encourage you to pursue your goals and reach your PR dreams.

But today, I’m here for a bit of a different reason. I’m here to crush some dreams. I’m here to help readjust your PR expectations, because a lot of times, they’re just not realistic. And when your expectations and goals are unrealistic, you set yourself up for failure.

Look, let me get one thing straight from the start: This post isn’t about discouraging you and telling you not to shoot for the stars. But it is about making sure your expectations are grounded in reality so that you have a sound strategy with measurable goals, helping create sustainable growth and success for your brand.

So, let’s crush some dreams, shall we?

Hold your horses. You probably won’t end up on Good Morning America, the Today show, Dr. Oz, Dr. Phil, or any other major national news show.

I can’t tell you how many times I’ve had clients ask things like, “When are you going to get me on Oprah?” The truth is that the chances of you getting a coveted spot on one of these big shows are pretty slim. Yes, I’ve had clients get some pretty awesome PR opportunities over the years, but the fact is that these major shows have an incredibly limited number of slots available and the competition is insanely fierce. While landing one of these opportunities is possible with the right pitch and a heaping dose of luck, the fact is that it won’t happen for most people.

And you know what? That’s not a bad thing. Just because you don’t get placed on a huge national TV show doesn’t mean your PR efforts are futile. That’s not how you should be defining success. Remember, PR is a long-term strategy. Success doesn’t happen by getting your “15 minutes of fame.” It happens by getting consistent results over a long period of time.

You won’t see results overnight!

Our society craves instant gratification. We’re used to getting what we want when we want it. But that’s not how it works with PR. If you’re expecting to see amazing, long-lasting results from your PR efforts in just a few weeks, you’re going to be sorely disappointed. Sure, it’s possible that you might get lucky and have a story earn a flurry of media coverage overnight, but you’ll find that the benefits you enjoy from this success don’t last all that long.

PR isn’t a short-term strategy. You won’t get significant, long-lasting results in a short period of time. That’s just not how it works. It takes time to build your brand, to gain credibility, and to shape the public’s perception of you or your company. PR is something you need to be committed to for the life of your business.

You’re not changing the world.

I fully stand behind my clients and what they’re offering. I believe in the messages I help promote. However, I also understand that most likely none of us are going to change the world. Often times, clients think their product, service, or idea is the most amazing thing ever, and they assume that everyone in the media will automatically agree and be dying to cover it. The fact is that reporters are pitched dozens of “game-changing” ideas on a daily basis; so, while you might have something truly interesting to offer, you’re not the only one.

Sometimes, it’s important to take a step back to make sure you have realistic expectations for your publicity campaign. This will help you stay focused, motivated, and on track to achieving sustainable, long-term results that deliver real benefits for your business.

This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: http://www.ereleases.com/insider/bigbook.html