Debunking PR Myths
PR has been around since the emergence of commercial companies. And while many believe the PR sector was formally established in 1900 following the introduction of the ‘Publicity Bureau’, both communication management and societal influence have been prevalent throughout history.
Testament to how it’s embroiled within our day-to-day, the global market continues to soar – with the industry expected to exceed $133 billion by 2027.
Even though it makes up a substantial serving of the marketing pie, many people still have misconceptions about the industry, the tactics used, and how to successfully integrate PR into their business.
So, let’s debunk the myths and set the record straight – once and for all. *Queue dramatic music*
Myth: PR stands for Press Release
PR = Public Relations. Essentially, it refers to the management of a business’s reputation and how it is perceived by stakeholders, customers, and the community.
A press release is a news story or informational article that’s shared with relevant media outlets and journalists for publication. It’s just one tactic – of many! – that forms a wider PR strategy. And while it’s useful in efficiently sharing quick wins, business news, and milestones, it’s certainly not the crème de la crème of the PR world.
Myth: Sending my content far and wide will generate the best results
The ‘spray and pray’ method is well and truly dead – and we’re not sad about it. Why spend hours crafting compelling communications only to spoil it by sending it out to anyone and everyone, in a desperate attempt of coverage just so you can give yourself a little pat on the back?
Instead, we advocate for the tailored approach.
By handpicking journalists who specifically specialise in certain sectors or who’ve recently covered the topic deepens connections, meaning they’d be more likely to proactively approach you for expert comment or exciting opportunities. Plus, any coverage you do receive will be placed in front of the people who genuinely care about your messaging and your business.
Myth: PR is only useful when we have a big milestone or campaign to share
PR can be useful for communicating an award win, product launch, or internal promotion. But to maximise its potential impact, building trust and credibility to positively shape perceptions should be a core focus – achieved by regularly sharing your journey, providing valuable insights, and letting your personality shine through.
As with all marketing tactics, PR delivers the best results when executed consistently and as part of a long-term strategy for success.
Myth: PR and advertising are the same thing (and always lead to sales)
Both PR and advertising can work synonymously to drive your commercial objectives forward, but they’re not the same thing.
Editorial PR opportunities aren’t paid for. They’re earned, based upon connection and collaboration, and don’t always correlate with immediate leads and sales. Its main purpose is to enhance brand awareness, showcase your skillset, and position your business as the go-to in your respective field.
Myth: All publicity is good publicity
Nope. This age-old saying couldn’t be further from the truth. Especially in the digital age – where news spreads like wildfire and keyboard warriors are prepped for war. So, it’s crucial that you’re always strategic and targeted with your messaging.
And while we hope it’s never needed, it’s important to always have a crisis comms strategy in place – just in case!
But remember: PR pros don’t have a magic wand to wave away bad press. Instead, it’s all about appropriately handling negativity – in terms of how, what and when you respond. We can help you to navigate the journey, supporting you in shifting the narrative to repair – or rebuild – your reputation.
Myth: Promoting my team through various PR will encourage competitors to poach them
PR is designed to showcase the extensive expertise and experience of both your business and your team. It highlights the value, specialism and excellence that customers will gain from partnering with you.
Hiding this from view – for whatever reason – could raise red flags, make you blend into the background, and discourage the formation of loyal advocates. Business is done people to people, and if you’re positioning as a faceless entity, trust is much harder to build.
We get it, though. It can feel hugely daunting placing your business in the limelight – but can you really afford not to?
Myth: PR exaggerates the truth
Unfortunately, this myth has been knocking around for decades, with many cynics believing that PR has some self-serving spin. But this would totally hinder its intended purpose: to boost credibility, establish rapport, and strengthen relationships.
Our moral compass is entirely intact. And while we can’t promise that a white lie has never been told (for example: ‘they absolutely loved your pitch but decided to go with an alternative angle this time’), being authentic, transparent and truthful should always be the priority.
Still have a burning PR question? They’re our favourites. Send us a message to get some answers backed by passionate expertise.
