There are a lot of misconceptions when it comes to PR (Public Relations). As a PR pro, I frequently talk to people who have no idea what I do. Some think it’s all about press releases, others assume I write ads. Here is the truth about 4 PR Myths I hear all the time:
PR is all about writing and sending press releases. Although part of my job includes creating and distributing press or media releases, it’s actually a fairly small part of my job description. The truth is a press release isn’t always appropriate; a pitch is generally a much more effective tool for securing media coverage for a product or service.
PR will double my sales within the quarter. Public relations isn’t designed to translate into immediate direct sales. Sales can be a result of PR, but the primary goal is to gradually build brand awareness and name recognition. It is a predictable, sustainable way to effect managed growth for your company, but that doesn’t mean your business will explode and you’ll double sales right away.
PR and advertising are the same. Although PR and advertising both fall under the umbrella of marketing, there are a couple of key differences. In advertising, you get to control your message: How long it is, when and where it appears, what exactly it says. The downside is the cost. Ads can cost hundreds of thousands of dollars depending on the outlet. Public relations practitioners go after free editorial coverage, which means you wouldn’t need to pay the media outlet for a story; you just lose control over the message they present.
PR is all about distorting the truth through spin. A lot of people think of public relations as finding creative ways to spin the story and distort the truth, but a good PR professional will never lie. In addition to it being unethical, they would lose their credibility with the press and the public. Public relations pros simply find an angle that puts the story in the best frame of reference for the right audience at the right time.
What else have you heard about PR? Let me know in the comments and I’ll let you know if it’s true or simply another myth!
Photo Credit: kirstyhall