Addressing Misconceptions about PR
All publicity is good publicity.
Nobody wants to hear about everything uneventful that happens, nor do they want press releases every day. PR is an overwhelmingly noise filled industry, especially with the prevalence of media and marketing nowadays. That makes it even more important for pitches to be meaningful and nuanced. Quality trumps quantity—not everything should be released or publicized. In particular, one incident of bad press can taint a company’s reputation, and we don’t want that to happen.
PR is a deceptive industry.
Many people are under the impression that PR professionals come up with lies and package eve-rything in a positive light in order to sell brands. The truth is that PR pros are spokespersons for their clients, and should always be honest when relating information to clients and media. PR is based off of relationships more than anything and therefore, honesty. That means speaking up about things that aren’t necessarily positive, including addressing crises during a crisis situation.
All PR pros do is party.
Even for a stereotype, that seems like a gross generalization and a result of the portrayal of the PR industry on television. Most of the time PR pros are doing pitches, social media, press kits, building and maintaining relationships with clients and media, among other duties. Whenever parties or events do occur, those in PR are the ones who are hosting them and who have done the fundamental work in making them happen, including inviting everyone and making it fun.
PR pros get to meet celebrities and live glamorously.
Again, this misconception is inforced by the false image of PR in entertainment. It would be a mistake to attempt to work in PR if your goal is to meet famous people, when in fact, most of the people that PR pros come into contact with are journalists, bloggers, and media representatives. PR pros are hardly famous themselves. Professional PR stays behind the scenes and puts its cli-ents in the spotlight.
PR is just an administrative job.
Companies who want to get free publicity think that all they need is to hire a marketing specialist, or that their own marketing team can handle it. Don’t underestimate the powers and qualifica-tions of a PR firm. PR firms serve to amplify the voice of companies and improve, uphold, and protect their image, including managing crises and tapping into media outlets to channel positive press into good stories.