For an industry dedicated to communication, PR has not done a very good job of explaining itself. Demystifying the profession is essential, and field experts should capitalize on their information and strategies to clarify these misconceptions and myths.
Debunking these myths opens up a more nuanced and accurate perspective on the PR industry’s roles and capabilities. It’s not about quick fixes or deceit but strategic communication and building mutually beneficial relationships over time.
So, for the record, our experience has shown that these are the five most common myths or misunderstandings often associated with the PR industry:
1. PR is Just Spin
Myth:
Many assume PR is about fabricating stories or “spinning” narratives to paint clients in a favorable light, possibly through deceptive means.
Reality:
In truth, PR professionals work towards building and maintaining a positive reputation for their clients through honest and strategic communication. The goal is to foster goodwill and trust, which cannot be built on deceit but on genuine and transparent communication.
2. PR Equals Free Publicity
Myth:
A common misunderstanding is that PR serves as a channel for free publicity simply by sending out press releases or organizing events.
Reality:
While PR includes working with the media, it involves a complex strategy beyond seeking free publicity. You need to establish credibility, becoming a leader in your field as a source for interviews and information. This requires patience, skill, creativity, a lot of publishing, and resources.
3. PR and Advertising are Interchangeable
Myth:
There is a prevalent notion that PR and advertising are one and the same, fulfilling the same functions and objectives.
Reality:
PR and advertising are distinct fields with different approaches to promoting a business or individual. While advertising involves paid promotions with control over the content, PR focuses on earning trust and credibility through unpaid or earned media (opinion editorials, letters to the editor, organic social media posts, editorial board meetings, etc.).
4. PR Results are Guaranteed & Instantaneous
Myth:
Many assume that PR campaigns yield immediate results, with a direct and immediate increase in sales or brand visibility.
Reality:
PR is a long-term strategy. Building a reputation, establishing relationships with the media, and fostering trust with the public are gradual processes that require patience and sustained effort.
5. Only Large Organizations Need and Can Afford PR
Myth:
There is a myth that PR services are only beneficial or affordable for large corporations or famous individuals with a substantial budget.
Reality:
In the Information Age, PR is essential for organizations of all types and sizes. PR strategies can be tailored to suit a range of budgets, and even start-ups can benefit immensely from PR services to build brand awareness and credibility and achieve policy goals from the ground up.
