Despite being a vital field in today’s business world, there are many misconceptions about public relations and what it entails. These misconceptions can lead to a misunderstanding of the role of public relations in a company and even prevent businesses from fully utilizing its benefits.
Is hiring a communications agency the best choice for everyone? What does a PR person do? Anyone can do what a PR professional does, can’t they? Many myths surround these questions. In this article, we’ll explore 13 common misconceptions about public relations and set the record straight.
What are public relations?
First of all, it is important to clarify what public relations – or PR – actually is.
Public relations is a strategic communication process that organizations and people use to build and maintain relationships with their stakeholders, including customers, employees, investors, the media and the general public.
The primary goal of public relations is to promote a positive image of the organization and its products or services to the public. This is achieved through a variety of activities, including:
- media relations
- content creation
- crisis management
- community relations
Public relations professionals work in building and maintaining positive relationships with journalists, editors and other media professionals in order to secure positive media coverage for their clients. They also develop and distribute press releases and organize events as well as other promotional activities.
In addition to promoting a positive image of the organization, public relations professionals also play a critical role in managing crises and addressing negative publicity. They work to respond quickly and effectively to negative news stories, address concerns from stakeholders and take steps to prevent any future crises.
13 common misconceptions about public relations
Now, you’ve had a teaser about what PR is and what the professionals and agencies in this field do,here are 13 common misconceptions about public relations that you should try to forget as fast as possible.
“Public relations is all about getting media coverage”
While media coverage is an important aspect of public relations, it’s not the only thing that PR professionals do. They also engage in activities such as crisis management, community relations, event planning and many more.
“It is just about promoting products”
While product promotion is one aspect of public relations, it’s not the only goal. PR professionals also work to promote organizations, causes and issues.
“Public relations is all about spin”
The idea that PR professionals spin the truth to make their clients look good is a common misconception. In reality, PR professionals work to present their clients in a positive light while also maintaining their credibility and integrity. So none of the disclosed information and actions are based on lies.
“PR is only needed by large corporations”
Public relations is not just for big businesses. Organizations of all sizes can benefit from PR, including nonprofits, startups and small businesses. In summary, every organization has stakeholders and might attract the public eye. So having dedicated PR efforts should not be seen as a luxury, but as a necessity to maintain a good reputation.
“PR agencies only promote events”
While events are a common PR tactic, they’re not the only thing that PR professionals and agencies do. Public relations encompasses a wide range of activities, including media relations, content creation, and may even embrace social media management.
“Public relations is the same as advertising”
While public relations and advertising share some similarities, they’re not the same thing. Advertising involves paying for media placement, while PR involves earning media coverage through relationships with journalists as well as other media professionals and many others.
“Doing PR is easy and doesn’t require much research”
There is a lot of work in PR. It requires a wide range of skills including writing, strategic thinking and relationship building. It’s not an easy field to succeed in without dedication, research and hard work.
“Public relations is all about press releases”
Press releases are a common PR tactic, but as we briefly mentioned earlier, that’s not all. Public relations professionals also have to maintain solid relationships with the media, provide clients with media training and even help plan and promote industry events.
“It is focused on manipulating public opinion”
The idea that PR professionals manipulate public opinion is a common misconception. In reality, PR professionals work to inform the public and build relationships with key stakeholders. Trust is essential in these relationships and spreading misinformation wouldn’t help with building it.
“Public relations is not measurable”
While it can be difficult to measure the impact of PR, it’s possible to track metrics such as media coverage and website traffic, to name a couple examples. With the internet, there is a lot of data that can help PR to measure the success of a campaign and support a strategy.
“Public relations is only for extroverted people”
While being outgoing can be an asset in PR, introverts can also succeed in the field. Writing skills, strategic thinking and data analysis are all important components of PR in which introverts can excel.
“Public relations is only for women”
While women are well-represented in the PR field, men can also succeed in the industry. As in any area of expertise, it is a matter of being dedicated to becoming a better professional, which transcends gender-related matters.
“Public relations is not necessary”
PR is a critical component of building and maintaining a positive reputation for organizations. Without PR, organizations may struggle to effectively communicate with their stakeholders and manage their reputations.
In conclusion, public relations is a complex and multi-faceted field that involves a wide range of activities, from media relations to crisis management. It’s important for businesses and organizations to understand what PR professionals do and how they can benefit from their services.
By dispelling common misconceptions about public relations, businesses can get a better understanding of the value that PR can bring to their organizations. Whether it’s building relationships with key stakeholders or managing crises, public relations is an essential component of any successful business strategy.