Myth-busting the top 5 misconceptions about PR

By Michelle Edge

If there’s one show that divides opinion as much as Marmite, it’s Emily in Paris. For the uninitiated, it’s a show about an American who moves to Paris for a job at a French marketing firm. Some love it, while others hate it for its over-the-top portrayal of life and work in the City of Light.

(Full disclosure: while I’m the first to admit that Emily in Paris hardly represents the realities of PR, as someone who appreciates good food, high fashion, and a bit of French flair, I do find it entertaining.)

But PR isn’t really about endless socialising and glamorous events, particularly in the world of tech PR. So, let’s debunk some of the biggest myths of PR and explore what it’s truly about.

Myth 1: PR is all champagne and schmoozing

One of the most pervasive myths about PR is that it's all about PR stunts, extravagant events, and schmoozing. While networking and building relationships are certainly important aspects of PR, they’re certainly not the only ones.

PR is about creating and maintaining a positive image for your business. Effective PR involves a strategic approach that can include media relations, content creation, social media, and much more. It's about establishing relationships with key stakeholders – including journalists, influencers, customers – and telling your brand's story in a way that resonates with your audience.

Myth 2: PR is just about press releases

Many people believe that PR is solely about company announcements and distributing press releases. While press releases are a tool in the PR arsenal, they are just one aspect of a comprehensive PR strategy. A successful PR strategy involves a much broader range of activities, such as:

• Thought leadership: Sharing expert insights to establish your business as an industry leader
• Content creation: Creating and distributing valuable content to attract and engage your target audience
• Social media management: Building and maintaining a strong online presence
• Crisis management: Developing plans to respond to negative publicity or crises

Myth 3: PR is only for big businesses

It's a common misconception that PR is only for large enterprises with deep pockets. In reality, PR can be a valuable asset for businesses of all sizes. From startups to global companies, businesses can benefit from strategic PR efforts to increase brand awareness, build credibility, and attract new customers.

In fact, smaller businesses, in particular, can leverage PR to establish their name in the industry and stand out in a crowded market.

Myth 4: PR is the same thing as marketing

While PR and marketing often work hand-in-hand, they are not the same thing. Marketing is focused on promoting products and services and driving sales. It typically involves paid media, such as advertisements, sponsored content, or social media promotions.

Although these channels offer direct control over the message and target audience, they can be perceived as less credible or authentic.

PR, on the other hand, focuses on earning media coverage through media outreach and relationship building. This can include securing press mentions, interviews, and feature quotes and articles in news outlets. Earned media is considered more credible and impactful because it comes from independent sources.

Myth 5: PR results are immediate

Many businesses expect to see immediate results from their PR efforts, but public relations plays the long game.

While some PR efforts may yield immediate results, it takes time to build relationships with journalists, establish your brand's reputation, and generate positive media coverage.

Reality check - The power of PR

PR often gets a bad rap, thanks to the stereotypes perpetuated by popular culture (here’s looking at you, Patsy from Absolutely Fabulous). But the truth is, effective PR is far more impactful than the clichés suggest. It has the power to elevate your brand's reputation, boost visibility, and ultimately drive meaningful business growth – now that's something worth toasting to.