Heard on the Streets: PR Is Not a Magic Wand🪄—And That’s a Good Thing
Sherrie Handrinos, founder of Houston-based Boost 1 Marketing & PR, explains what public relations truly is before diving into a variety of insightful topics in a candid conversation
One of the first things Handrinos wants people to understand? Media coverage isn’t guaranteed just because you have a product or a story to share.
Public Relations. Marketing. Branding.
We throw these terms around like confetti, but let’s be honest—most of us draw a blank when asked what they actually mean.
Aren't these terms fancy ways to "get the word out"? And in a world filled with content, does the difference even matter?
Well, yes, it actually does.
In the first edition of “Heard on the Streets,” we sat down with Sherrie Handrinos, founder of Houston-based Boost 1 Marketing & PR. A PR veteran and publicist with a reputation for keeping it real, she describes what she does as “creative PR.”
Handrinos is not just churning out press releases for her clients—she’s crafting narratives, managing expectations and cutting through the noise in an industry where buzzwords can often get more play than substance.
She also regularly uses EIN Presswire to distribute her clients’ press releases, she mentioned.
And in our 20-minute chat, she did exactly what she preaches: kept it real. 💯
“Not Everything is Story-Worthy”
One of the first things Handrinos wants people to understand? Media coverage isn’t guaranteed just because you have a product or a story to share.
“Just because you exist doesn’t mean a reporter or producer will find it newsworthy,” she stated.
Many clients assume that a new business or product automatically earns them attention. But journalists, editors, and other media platforms think otherwise.
“We tell clients that not everything is story-worthy,” she said. “Every reporter is going to look for their own angle that is something appealing to them.”
Handrinos noted that even other publicists agree: explaining the process to clients is often half the battle. “This isn’t a light switch, and it takes time.”
PR ≠ Paid Placement
Handrinos is quick to clear up one of the biggest misconceptions in the industry.
“PR is purely earned and organic media placement. It is not a purchase. It is not ad buying,” she said. “It is a story, feature or interview on you that was done organically because of your story.”
Translation: You can’t buy your way into meaningful press coverage. You have to earn it.
“PR is validation,” she said. “When your brand gets featured by a reputable outlet, it tells your audience that someone else—someone objective—found your story compelling. That kind of trust can’t be bought.”
She added that many people don’t understand the process or full scope of strategic PR.
“Everyone wants to be on TV and everyone wants the big magazine article,” she said, “but they don’t really understand that to get there, we have some work to do.”
The Power of a Press Release (When Used Right)
Some see press releases as old-school—but for Handrinos and many other PR professionals, they’re still an effective tool.
“I think they are important. We use press releases multiple times a week for different clients,” she said. “A well-written press release can get accurate information to a media outlet—from TV to editors to writers.”
“It must explain your product or brand really well. A lot of times, press releases can capture the attention of certain reporters to create a story.”
When done right, press releases can still deliver real results.
“The majority of our clients get multiple features a month,” she said. “Press releases generate them a lot of press.”
But she also notes—there’s no magic formula.
“A press release must be well-written and explain your product or brand very well,” she said. “Distribution tools are helpful, but the story still has to be clear.”
Creative PR in Action
Instead of relying on cookie-cutter strategies, the PR veteran focuses on finding fresh, tailored ways to tell each client’s story.
“I’m definitely into public relations,” she said, “but I guess you can call it creative PR.”
To her, that means helping clients uncover what’s truly unique about their brand and turning that into a story that resonates.
“I have a great team. We like to get creative,” she said. “But we’re also honest. If something isn’t ready for press, we’ll say so. If it needs more work before it’s pitchable, we help shape it.”
Because in the end, PR isn’t just about getting attention.
It’s about earning it.
About Boost 1 Marketing & PR
Founded in 2009 by Sherrie Handrinos in Detroit, Michigan, Boost 1 Marketing & PR is dedicated to empowering small businesses through strategic marketing and public relations. Handrinos attended Michigan State University and Wayne State University. She made history at Arbonne International as the youngest executive regional vice president. Over the past 15 years, her team has elevated the visibility of local brands, fostered community engagement, and driven significant fundraising initiatives. Now based in Houston, Texas, Boost 1 Marketing works with various businesses and celebrities to amplify their impact while championing the stories of small enterprises and ensuring they have a resonant voice in the market.