It’s not surprising that some of the myths about PR have misconceptions that may discourage professionals in this field. Let’s break them down to make it clear which ones are real and which ones are just fake.
PR: Myths vs. Realities
1. PR Myth: PR is just press releases.
Reality: Press releases are part of PR; they’re one of the main sources of exposure but not the only one. PR is about bridging a gap between the company and its public. It is a medium of communication amongst an organization or an individual, to maintain the goodwill of the brand in the eyes of the people and to circulate relevant information amongst them. It also helps in expanding the brand reach and make proper strategies and plan various initiatives and campaigns to reach your customer base.
2. PR Myth: PR makes you famous overnight
Reality: Working towards building your public image will make you famous and PR is an essential element to do so, however it is equally important for us to understand that there is a huge difference between PR and advertising. Advertising is sales figure oriented and PR is reputation management that will be eventual and will take its own time. Reality suggests sticking to PR will happen right by sticking to it and choosing the right mediums to communicate.
3. PR Myth: PR twists the truth in storytelling
Reality: PR officers tell stories in a thought-provoking way to engage with the audience but they don’t disseminate incorrect information because it can cost their credibility. While building a relationship, transparency and honesty is a must and PR never deters from this path. Even if there is some false news circulating in the market, PR comes up with the solution to present the truth and bring forth policies in place to avoid false communications in the future.
4. PR Myth: You’re published because the PR professionals are friends with the reporter
Reality: In the professional world, one needs to follow a certain procedure in order to get the work done, having a reporter as a friend can ease this process but taking appointments and fixing meetings is necessary because the slots allotted to publish something is done by making an actual deal and not just by word-of-mouth. Even if you are friends with a reporter, it does not necessarily mean your story will be covered. Your story will get covered only if the journalists find the newsworthy and fulfils their requirements. Remember, it is the content that matters above all.
5. PR Myth: PR generates sales
Reality: PR creates awareness among the people about the brand’s credibility, it is not solely responsible for generating sales but it plays a huge part in doing so. A well-executed PR activity may help you increase sales, but there is no direct link between the one another.
6. PR Myth: PR means posting about product benefits and advantages for free
Reality: To promote a product or service, posting about it can be free on social media but to place your Ads, you have to pay for the slots, etc. However, if someone else is posting about your brand and its advantages, it is a direct form of PR. Remember blogging or free posting is also a part of the relationship-building activity that a PR professional has to take up in his day-to-day task list.
7. PR Myth: Any press is good press
Reality: Press has nothing to do with good/bad. It is about conveying your message, however, remember the tonality of the coverage matters. Negative media reach can work in disadvantage of a brand. It is better than the coverage that they’re getting is from reliable media sources of media. One of the key functions of PR is to build a positive image of the brand and maintain a good relationship with the audience.
8. PR Myth: Audience size is the most important factor
Reality: The most significant part is how you communicate your message to the audience and your medium of communication. No matter how large your target audience is, if you can’t communicate with them properly, they won’t be attracted to your brand and they might not even understand some things properly, hence, they won’t choose your products.
9. PR Myth: PR is for celebrities
Reality: Numerous businesses, non-profit organizations, the government, other famous individuals, etc. need PR to make a good image in front of the public. Celebrities are not the only ones who need PR to maintain a healthy relationship with their fans. PR is the need of the hour to maintain sustainability and build image gradually.
10. PR Myth: Never pitch to a journalist on a Friday
Reality: Before pitching anything to a journalist or any other media person, ask for their preferred time, medium of communication (email or call) and then do so. The day and date can be anything according to their choice and preference. Remember taking appointments is not only maintaining courtesy. But it also helps in maintaining healthy relations and shows the amount of respect that you give to the other person’s work and profession.