If I was down to the last dollar of my marketing budget, I’d spend it on PR!’ – Bill Gates
I spent over a decade in public relations before specialising in corporate communications. My career began in a PR agency, working with clients from various industries. Throughout my journey, I found explaining what PR entails to be quite daunting.
When I first started, I was surprised by how many people did not know what public relations was, with some even equating it to roles like “escorting”. Many misconceptions exist, including beliefs that PR is just about getting media coverage, doing sales, or only needed during a crisis.
With years of experience in this field, here are three main myths I have realised need debunking:
PR is all about getting media coverage and controlling media:
One of the biggest misconceptions is that PR solely involves media relations. While media relations are significant, PR encompasses much more, including strategic communication, crisis management, event planning, content creation, and stakeholder engagement. Some even mistakenly think PR is free advertising, especially when they engage PR professionals. In reality, PR builds brand trust and credibility over time, which can’t simply be bought, as it is not about paying for space or time to promote a product or service.
My peers in the PR world have shared that many clients often set KPIs like securing 2-3 media coverages a month. They have to do lots of education, explaining the true role of PR to their clients. Certainly, some clients slowly understand them, but there’s also a handful of them who did not think that way.
Thus, this myth needs to be corrected, as PR neither controls nor owns the media. Instead, PR helps build a company’s brand credibility through effective strategies. When a PR strategy is sound, believe me, media coverage naturally follows, as the news becomes worthy of coverage and grabs readers’ attention.
PR is only needed during a crisis:
Unlike departments like sales and marketing, where the impact is immediately visible through sales numbers, PR results take time to manifest through continuous efforts and engagement. As a result, many assume PR is a “by-the-way” function, though it’s far more complex.
However, when a crisis hits, PR often receives significant attention. This is not new; it still happens today.
The truth is, PR is an ongoing effort that helps build brand credibility and sustain a positive reputation over time. It requires a tailored approach to reach the right audience. Personally, I believe that PR is an investment in the brand, not an expense, because it shapes positive public perception and supports long-term brand growth. And surely, you wouldn’t want to wait for a crisis to acknowledge the importance of PR.
After all, effective PR strategies involve proactive measures to enhance an organisation’s image and prevent potential crises. By consistently communicating brand values and engaging with stakeholders, PR professionals can help mitigate the impact of negative events when they occur.
Anyone can do PR:
Another common misconception is that anyone can handle PR tasks without specialised knowledge or skills. This is far from the truth. PR professionals possess a deep understanding of communication strategies, media relations, and audience behaviour. They are also trained to craft compelling messages, manage public perception, and navigate complex situations.
I once had a client who believed artificial intelligence (AI) or tools like ChatGPT could effectively write a press release. After two attempts, they realised that none of their press releases were featured by the media. When they showed them to me, I had to admit the language was fantastic, but the press releases missed the key message — they were filled with fluff. That’s when they understood the importance of engaging PR professionals trained specifically for this task.
All in all, PR often seems straightforward from the outside, but in reality, it’s much more complex. By sharing my personal experience here, I hope to illustrate how PR can truly benefit a brand. PR isn’t a “by-the-way” thing; it’s a long-term approach to building and maintaining a brand’s image. When you truly believe in the value of PR, be sure to engage the right PR person, as only they can deliver what a brand needs. PR is a nuanced field that requires skill and strategy.
The views expressed here are those of the writer and do not necessarily represent the views of Sarawak Tribune.
