top 8 pr myths debunked

In this age of real-time communication, viral sensations, and social media influencers, public relations has become a must-have for any business. It’s the craft of shaping public perception, building a strong brand reputation, and sending the right messages to the audience.

Despite its essential role today, PR is still one of the most misunderstood fields out there. It often gets tangled in misconceptions and confusion, which can, unfortunately, lead to wasted time and missed opportunities.

It’s high time we clear the air. I’m here to debunk the top 8 myths surrounding public relations. These include:

Myth #1: Public Relations is the same as advertising

It's easy to mix up PR and advertising together. After all, they share a common goal: to boost the brand’s visibility. In reality, they’re two different things.

Advertising is about paid messages promoting a product or service, while PR is about getting the word out about your business to the public. In a nutshell, advertising is paid media, while PR is earned media. And since PR isn’t bought, it often holds more weight with the audience.

A study by Nielsen found that PR is almost ‘three times more effective than advertising,’ and that’s because PR goes beyond selling. Instead, it uses compelling stories to show how a brand solves real problems.

Think about it: what would persuade you more, an ad that a company has paid for or a positive review from a trustworthy source?

To give you an idea of PR in action, let’s look at the 2022 International Women’s Day campaign by CPB London. They polled children on how they perceive men and women professionally, then created eye-catching posters based on these insights. Picture this: a poster in the heart of London asking, “Imagine a CEO? Is it a man?”

The results were impressive: over 4.7M impressions and over 250,000 engagements on social media! The best part? It got people to reflect upon their unconscious gender biases.

Myth #2: Public Relations is all about spinning the truth

You may have heard PR has a reputation for being all about “spin” and “image management.” This stems from PR's early days in the US when sensationalism and exaggeration were king. Even Edward Bernays, the so-called “father of public relations,” referred to this period as “the public be damned era.”

But times have changed. Today, PR stands firmly on ethical grounds. For instance, the Canadian Public Relations Society's Code of Professional Standards insists on honesty, accuracy, integrity, and truth. 

In PR, transparency, authenticity, integrity, trust, and open communication are crucial. While showing your brand in the best possible light is important, that should never involve deception or manipulation.

Think of PR as storytelling. Your story is unique, and sharing your journey, mission, wins, and even setbacks honestly is what makes your brand relatable and trustworthy.

Myth #3: Public Relations is only for big corporations

Many companies get intimidated by PR, thinking it’s only for large companies with big budgets. The truth is that PR is no longer a luxury only big corporations can afford. 

PR isn’t only about big spending. It's about making relationships, managing a reputation, and communicating effectively with your audience. So whether you're a one-woman show or a growing startup, these principles apply.

Of course, big corporations may hire fancy PR firms, but you don’t need to break the bank to do PR effectively. With today’s digital tools, you can be your own PR expert with any budget. For example, you can sign up as a source on Help a Reporter Out (HARO) to connect with journalists for free. Here are other low-cost PR strategies:

• Show up on social media and boost your posts to attract attention and broaden your reach

• Reach out to niche publications and blogs that target your audience

• Partner with influencers to enhance your brand's visibility

• Establish industry leadership and build brand awareness on Twitter

• Publish articles on your website, LinkedIn Pulse, or Medium to showcase your expertise

• Answer queries on Quora to establish credibility

Myth #4: Public Relations is all about sending press releases

Press releases have been a staple of PR since 1906 when Ivy Lee, the father of modern PR, used them to share news about a train accident on behalf of the Pennsylvania Railroad Company. While they’re a fantastic tool to create buzz, they’re far from being the whole picture.

Over the years, PR has grown, adapted, and evolved. It’s not just about sending information to the traditional media anymore. Today’s digital world calls for a multi-channel approach. 

Think of the power of social media and influencer partnerships. For instance, did you know that 73% of consumers choose to watch a short-form video to learn about a product or service, or that influencer marketing is predicted to grow to reach $21.1 billion by 2023?

Simply put, a solid PR strategy goes beyond press releases. The modern way to maximize PR impact should involve creating valuable content, engaging with your audience on social media, collaborating with influencers, hosting events, and so much more.

Myth #5: Public Relations cannot be measured

Contrary to what most people believe, PR isn’t too tricky to track or too subjective to measure. With data analytics, it’s now possible to accurately gauge the impact of your PR efforts.

Measuring PR results effectively involves identifying the right Key Performance Indicators (KPIs) that reflect your success. To make great data-driven strategies, here are the PR metrics you should be tracking:

• Interactions with your pitch

• Coverage of your outreach

• The long-term impact of your coverage

• Email metrics

Want to see the impact of PR measurement and ROI in action? Here’s a real-life case study: back in 2019, Ford launched the Mustang Mach-E, their very first all-electric vehicle.

Instead of splurging on traditional advertising, the team decided to generate a buzz through a carefully planned and executed PR campaign. Their aim was simple: to turn website visits into car reservations. 

To reach their ambitious goal, they focused on SEO to make sure potential customers could easily find Ford online. They also kept their audience engaged on social media.

The results speak for themselves. Within the first week, they generated two billion in potential media reach. They even climbed into the Top 10 Spot on Google Trends!

It just doesn’t stop there. The team didn’t just meet the reservation goals; they also shot past their target conversion rate, hitting an impressive 0.7%. Their strategy was so effective that about 70% of people started associating the vehicle with Ford—that’s the power of brand recognition!

Basically, measurement isn’t simply possible in PR; it’s a game-changer. And with a well-crafted PR strategy and the right metrics, you can take your business to new heights.

Myth #6: Getting featured is all ‘pay-to-play’

When you’re a scrappy startup or small business, it’s hard to scrape together the cash to hire a PR agency, let alone pay for a placement. But remember, that’s advertising, not PR. There’s a difference.

When you start pitching to be on podcasts or other platforms, you might encounter some that require a fee ranging from $60 to $10,000. Now, there are good reasons behind these charges. Smaller shows might need to cover their production costs, while larger platforms may see this as a way to generate some revenue, given their extensive reach.

Similarly, when aiming for mainstream coverage, like online and print publications, you will also come face-to-face with the idea of submitting a ‘sponsored’ post, and it’s becoming more common. 

That said, PR is still about earning your media coverage, and the best publicity is still free publicity. It’s about getting noticed because your story is worth telling. So if you can’t afford the placement costs, don’t sweat it. Just keep playing your cards right and pitching; your next big break could be just around the corner.

Myth #7: You have nothing interesting to say

Ever felt like you’ve got nothing new or exciting to share? It’s easy to underestimate your own stories, but trust me - your personal and professional stories are PR-worthy!

Your journey, wins, and challenges all make for captivating narratives that can resonate with your audience. Plus, even your day-to-day tasks, the products you create, and the services you offer can be turned into newsworthy stories. That’s the magic of PR: transforming the ‘ordinary’ into ‘extraordinary.’

Also, want to know a secret? The best companies out there don’t simply wait for things to happen—they make them happen. They’re sparking conversations by launching new programs, holding exciting events, or tweaking their services to stand out. You can apply this tip to your own business by actively creating news around your brand.

Never think you have nothing to say. You always have a story—you just have to find it (or create it!) and share it.

Myth 8: You need to hire an agency to do PR right

You might think quality PR requires hiring an agency, but that’s not necessarily true. You don’t need a huge budget, or any budget at all, to gain media attention. 

In PR, passion and authenticity often resonate more than in any big-budget campaign. This means successful PR can be as simple as telling a story that strikes a chord with your audience, and that’s something you can definitely do yourself.

And there you have it! As you break free from these top PR myths, you can embrace the true power of PR and shape the story of your business.

Don’t let these misconceptions hold you back from tapping into the potential of PR for your brand. Whether you’re a startup or an entrepreneur, now is the perfect time to leverage the power of PR and make your brand shine brighter than ever before!