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Eight Public Relations Myths To Avoid


Founder of PRNEWS.IO, an Ad-tech & PR platform for SMBs around the world.

I started my entrepreneurial path a long time ago, being an absolute newbie, and I’ve made all possible mistakes due to a number of misconceptions and myths I had. And now, years later, as my company serves dozens of clients from different countries, I realize how many public relations (PR) myths still exist among our clients. That’s why I’d like to clear up and disprove common myths about PR. 

I’ve chosen eight PR misconceptions that I’ve observed are the most popular. Here’s a list of them so that you can make decisions with confidence about your PR strategy and achieve the best results.

1. PR is only for big enterprises.

One myth I often run into is that only large companies or celebrities need PR, PR management or advice. This belief is absolutely misleading. Most often, entrepreneurs or owners of the stores advertise their services through one or two channels. Therefore, PR for them seems to be a very expensive method of promotion. The reality is that PR doesn’t have to be as expensive as advertising and can still help you position your business, create awareness and gain loyal clients.

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Many people are also sure that a young company or a newly opened project doesn’t need PR. This is another harmful legend for the company’s success. PR is not a question of prestige. First of all, PR is the relationship of a company with the audience. Such communication can be passive and active. While you don’t need to launch a massive global PR campaign, you do need to share stories that represent your company, its goals and its achievements in the best light.

2. If I don’t have launches, I don’t need PR.

Experienced PR professionals aren’t waiting for the reasons to write a story. An important update or new product launch doesn’t happen often, so that is clearly insufficient for creating persistent content. This is the work and responsibility of the PR manager to create appropriate news in the absence of a new product announcement or tech update. This content will help create positive media coverage and customer acquisition.

3. Content is not important, the platform is important.

There’s another myth that popularity in the media only depends on the number of contacts you have there. But the fact is that good contacts are only a small part of PR success. The more important element of successful PR is relevant and engaging content — a story about your project that keeps the audience interested and involved. Bad fame is harmful, and now it is especially difficult to handle it in an online space where bad news lives forever and spreads at an insane rate. Many times, I’ve seen situations in which companies spend several thousand dollars for content distribution in famous newspapers, but at the same time, they were not ready to spend $100 on creating high-quality text. 

4. PR doesn’t sell.

There are many ways to estimate the results of an executed PR campaign and overall strategy. For most PR companies, success is often measured by the amount of press coverage received. But there are more efficient ways to measure, such as the number of engagements, leads, PR points and so on.

5. PR is just for writing press releases and organizing press conferences.

While both press releases and press conferences are an essential part of the PR routine, they are certainly far from being the only activities. Press conferences don’t happen often but are held for the biggest events. And while press releases are an important part of PR tactics, it is just one of many tools. PR can also be used for: reputation management, crisis management, social media strategy, product launch, influencer relations, content marketing, etc.

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6. PR is expensive for my business.

There are many choices when you can launch all necessary PR activities at a budget price. You can hire a freelancer or use special platforms. Keep in mind that PR is also worth it, as it brings a lot of benefits. Rather than short-term results, effective PR and good reputation work to provide the long-term outcomes that generate interest and awareness.

7. PR is needed only when in crisis.

Building a strong positive image, which may eventually convert into sales, takes time and is an ongoing process. So if you start communication and PR activities when you’re in trouble, it’s unlikely to be effective. A constant presence helps build consumers’ trust, which will bring them confidence in your product and make them your loyal client. 

8. Good products don’t need publicity.

While effective PR can reduce the consequences of negative reviews about a bad product, using PR only for bad products is not a good idea. Clients have already had an opinion about your product in their minds, and when you finally decide to announce good products, they will still think that everything you produce has a poor quality. A good PR strategy should work and highlight your best products and service’s benefits. 

Now that the main PR myths have been debunked and you know the truth, this will help you invest more efficiently in your PR campaigns.


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