One of the fastest ways to weaken a communications effort is by adding too many approvals. Each extra round of review slows momentum, blurs intent, and dilutes the original idea. I’ve seen and experienced firsthand how communicators spend more time navigating approval cycles than actually communicating. When that happens, even the best ideas lose their edge before they ever see daylight. 

Communications can’t be effective if it can’t move.

The power of PR lies in timing, rhythm, and trust. When all three are compromised, results suffer, no matter how strong the story. As a tech PR firm, we have run into these scenarios over the years; some are avoidable, some are not.  

A super avoidable one happened recently: a client lost an opportunity for national coverage because they wanted to review the story before it aired.  

The producer balked (as they should), and the segment was gone.  

Clients: you should never ever ask your agency to get a copy of a story. 

Doing so destroys your reputation and ours in one ask. 

At CES a few years ago, the client was hosting a media breakfast, private demo, and interviews with executives. The client shifted the launch by three weeks, moving from Vegas to another location entirely. We tried to get them to keep the event under embargo and provide the experience as intended with a delayed lift date, but the client was immovable.  

Instead of having an event with 18 press producing unique videos and stories, we hosted three press and held interviews over Zoom. Importantly, they lost press that were covering the news and event because it was at CES, weakening the launch and requiring a third strategy to drive momentum for the news over a longer cycle (also impacting budget). In hindsight, they recognized they should have stayed with the original plan.  

Related: How to Dominate the CES Show Floor: Media Strategy & Live Activations That Get Results

In another case, a client shifted their launch day twice over two weeks, after embargoes were already set with the press. Three outlets we had secured dropped coverage entirely or lost interest, forcing our team to extend pitching efforts to fill the gaps.  By the time the launch finally happened, the news was softer; momentum and interest waned. Lots of wasted energy, effort, and opportunities. These situations are tough, but they’re not unique.

Every PR professional has stories like these—moments when clients unintentionally sabotage their own success. It’s rarely malicious. More often, it comes from fear: fear of losing control, fear of a missed detail, or fear of saying the wrong thing. But the truth is that PR isn’t built for perfection; it’s built for connection. The longer a message sits in committee, the weaker it becomes. 

How Caster Manages PR Expectations

Caster’s approach is to set expectations early. During kickoff, we are clear about how the process works. We explain that news is time-sensitive, that media opportunities require flexibility, and that speed is often what separates successful launches from missed chances. We include approval parameters in the scope of work and define who has final sign-off and how long each round of review should take. This gives us leverage when bottlenecks inevitably arise. 

Second, Caster educates clients about the media’s workflow. Many of them don’t realize how quickly reporters move or how many competing stories they juggle. When our clients understand that waiting two extra days for feedback can mean losing placement, they’re often more willing to trust our process. Third, Caster documents decisions and communicates consequences in real time. When a client delays a response or changes a date, we send clear, factual updates on what that means.  

For example: “By moving the launch, we risk losing two confirmed stories under embargo and may need to rebuild coverage momentum.” We avoid blame but always connect actions to outcomes. It’s not about guilt; it’s about transparency. 

Fourth, Caster protect its team’s energy. Constantly re-pitching or reworking materials drains creativity and morale. When clients create unnecessary churn, the work suffers. We encourage our team to flag patterns early. Sometimes a candid conversation about process saves weeks of frustration. 

Finally, Caster decides when to push back. Not every hill is worth dying on, but some are. If we know a change will directly harm client results, it’s our job to say so clearly. The best agencies don’t just execute, they advise. Clients hire us for a reason, and that includes hearing the truth, even when it’s uncomfortable. 

At the end of the day, successful PR requires partnership.

The best client-agency relationships are rooted in mutual respect and trust. The client provides the vision and the product. The agency brings the strategy, relationships, and experience to tell that story effectively. When one side starts to second-guess the other, the system falters. 

The irony is that the same instincts that make great companies—attention to detail, brand protection, strategic oversight—can also undermine great PR. But the solution isn’t to remove those instincts,it’s to channel them. Caster empowers internal teams to focus on messaging alignment and leave the storytelling execution to those who live and breathe it. 

When approvals become a safety blanket, they smother the spark that makes communication human. PR is about meeting the moment, not perfecting it. Whenever a client hesitates before a launch, I remind them that speed doesn’t mean sloppy, it means responsive. The world moves fast, and if your message can’t keep up, someone else’s will. 

Sometimes, the bravest thing a client can do is simply let their team do what they do best: communicate. 

PR Launches: FAQ 

Should clients ask to see coverage before it airs or publishes? 

No. Pre-publication review erodes reporter trust and can kill a segment. Share talking points and assets in advance, but let the editorial process work. 

What happens if we move a launch after embargoes are set? 

You risk losing confirmed stories and diluting momentum across a longer cycle, increasing cost and effort for less impact. 

How many approvals are too many for a PR launch? 

Two focused rounds with one final decision-maker is usually optimal. More than that slows timing and weakens the story. 

Related Reading: 

• “Does This Need a Press Release?” A Checklist for Evaluating Newsworthiness 

• It’s Time to Ditch the Clichés and Let Your Press Release Tell a Real Story 

• The Art of Vetting Vendor Partners: Selecting Your Next PR Agency 

How can Caster Communications help?

Reach out to us to ensure your next technology PR launch is successful!