Public relations (PR) is often misunderstood, leading to several myths about its purpose and effectiveness. Some of those myths and misconceptions even come from the media and from TV. Despite all the misconceptions about public relations careers and the industry in general, before anyone can delve into how to get into PR as a job, it’s important to clear up the myths.
Anything is possible with PR
While PR professionals are skilled communicators, they aren’t magicians. They can’t guarantee front-page coverage or conceal bad practices. However, PR can guide a business’s reputation, navigate potential pitfalls, and secure favorable media coverage. It plays a vital role in building customer interest and loyalty.
Companies only need PR during a crisis
While PR is crucial during crisis management, it shouldn’t be limited to that. Implementing PR efforts proactively is essential to prevent crises from occurring in the first place. Having a dedicated PR team provides ongoing guidance, helps shape a brand’s messaging, and ensures consistent communication.
Only big brands need PR
Contrary to popular belief, PR is essential for businesses of all sizes. It helps even out the playing field, creating a strong brand identity and enhancing visibility for small and mid-sized companies. PR enables them to establish credibility, compete with other players in the market, and attract customers.
Bad publicity isn’t real
Contrary to the saying, bad publicity can significantly harm a brand’s reputation and sales. Today’s consumers are discerning and can differentiate between genuine quality and misleading hype. PR teams focus on managing a company’s messaging, addressing negative rumors or stories, and mitigating potential damage.
Digital PR is focused on social platforms
Digital PR extends beyond social media platforms. While social media marketing is valuable, PR professionals employ numerous other strategies, such as internal messaging, e-newsletters, blogs, media relationships, brand partnerships, and events. These efforts in PR work collectively to create a comprehensive PR approach.
Sales are generated with great PR
Although PR can generate interest in a brand or product, it alone does not guarantee immediate sales. Its primary role is to build trust and credibility, leading to increased leads. To convert leads into sales, brands need to leverage PR coverage through various channels, such as social media, blog posts, and advertisements.
Companies don’t need PR if they have good products
Every product or service, regardless of its quality, requires PR to inform potential customers, build interest, and establish trust. PR plays a crucial role in educating consumers about a brand’s offerings and creating positive associations.
Journalists do what PR professionals tell them to do
PR professionals cannot dictate the coverage of journalists. Instead, they provide accurate information and interesting angles to journalists, fostering mutually beneficial relationships. PR practitioners understand the media landscape and collaborate with journalists to share compelling stories.
PR works on its own
PR work is a partnership between PR professionals and business owners. Effective PR requires ongoing communication and collaboration. By working together, brands and PR teams can develop tailored strategies, align messaging, and achieve optimal results.
Results from PR are immediate
PR strategies require time to execute and yield tangible results. Even if a brand secures positive media coverage, readers must come across it, engage with it, and translate it into desired actions. PR is a long-term investment that builds sustainable and impactful results over time.
PR is only focused on generating media coverage
Although media coverage is an important aspect of PR, it’s not the sole focus. PR encompasses various tactics, including influencer outreach, social media management, crisis communications, and more. PR professionals build and maintain relationships with key stakeholders, such as customers, employees, investors, and the media.