If you think PR is about spin and journo mates, think again

PR can look easy from the outside.

Barriers to entry are pretty low.

A mobile, laptop, sometimes a uni degree, and sometimes just a sideways move from PR adjacent worlds like journalism, marketing, or administration.

Yet, if it was simple from the inside, would we even have a PR industry?

Some days, I wish it was as simple as just shiny socials, significant events, creating ‘hype and spin’ online, and calling my journo mates for a story run for a new client – then again, as someone who gets VERY bored VERY quickly, maybe I’d have lost interest in this field after 20 plus years.

There are several myths about public relations (PR) that can mislead people about how the industry works and what it can deliver. Breaking these myths helps people understand the real value PR can provide, whether it’s for a small business, the government, a charity, or a giant corporation.

Here are some of the biggest myths around PR:

1. PR is Just Press Releases

• Myth: Many people think PR is solely about writing and sending press releases to the media.
• Reality: PR is much broader, including media relations, crisis management, brand reputation, content creation, social media strategy, and building relationships with various stakeholders. Press releases are just one tool in a large toolbox.

2. PR Guarantees Media Coverage

• Myth: Some believe hiring a PR agency or professional will automatically result in extensive media coverage.
• Reality: PR professionals work to pitch stories, but media coverage is never guaranteed. It depends on various factors, such as the story’s newsworthiness, media interest, timing, and the current news cycle.

3. PR is Only for Big Brands

• Myth: PR is often seen as a luxury for large corporations with big budgets.
• Reality: PR is essential for businesses of all sizes, from startups to established companies. It helps build credibility, increase visibility, and protect brand reputation, regardless of the organization’s size.

4. PR and Advertising are the Same

• Myth: Some confuse PR with advertising, thinking they both involve paying for exposure.
• Reality: Advertising is paid media, where a company buys space or airtime to promote itself. PR, on the other hand, focuses on earning media coverage and building relationships. PR is about credibility and trust, while advertising is more direct promotion.

5. PR Results Are Instant

• Myth: People often expect immediate results from PR efforts.
• Reality: PR is a long-term strategy. Building relationships with the media, crafting a brand story, and gaining meaningful coverage takes time. Results may not be immediate but can have lasting impacts.

6. Bad Publicity is Still Good Publicity

• Myth: Some believe that any publicity, even negative, is beneficial because it creates attention.
• Reality: Bad publicity can damage a brand’s reputation and lead to loss of trust, clients, and revenue. In today’s digital age, negative press spreads quickly and can have long-term consequences.

7. PR Can Fix Any Crisis Instantly

• Myth: PR professionals are seen as “fixers” who can instantly resolve a crisis or bad press.
• Reality: While PR is critical in managing crises, the process requires careful strategy, time, and consistent messaging. Quick fixes are rare, and crises often involve long-term reputation rebuilding.

8. PR is Only About Media Coverage

• Myth: PR’s primary goal is often perceived as media coverage only.
• Reality: PR involves managing public perception, creating a narrative for a brand, and influencing key stakeholders, which goes beyond securing media coverage. It also engages with employees, customers, investors, and the community.

9. A Good Product or Service Doesn’t Need PR

• Myth: Some believe a good product will naturally gain attention without needing PR.
• Reality: Even the best products need PR to create awareness and credibility. A great product might remain unknown or misunderstood in the market without proper communication.

10. PR is Just About Spinning the Truth

• Myth: Many think PR professionals are just “spin doctors” who manipulate the truth.
• Reality: Ethical PR practices involve transparency, honesty, and building trust. Misleading the public can backfire and lead to a damaged reputation. Good PR is about creating genuine, positive relationships with the audience.

Find more media-savvy advice in this one-off webinar on 13 November 2024 with Phil Mercer, a veteran BBC journalist, and me. Tickets are $97 here.