PR practitioners use multiple strategies to communicate, build awareness and drive growth in the marketplace. Since there isn’t a one-size-fits-all PR strategy, confusion exists as to how public relations works and how companies can benefit.
Five of the most common misconceptions in public relations are sorted out here:
Myth: PR and Advertising are the Same
Fact: PR is Persuasive, Communicated through Non-paid Third Parties
Advertising consists of paid placement with a controlled message. PR campaigns are persuasive and often communicate messages through third parties, such as news media, which are not paid. Both help companies create an image in the marketplace, yet they require different skill sets and strategies to complete successfully. Since PR practitioners seek a third-party endorsement, the message of the campaign is often deemed as more credible in the public eye.
Myth: All PR Professionals are Publicists
Fact: Comprehensive PR Campaigns Often Require Much More than Working with the Media
Publicists manage the reputations of individuals or small groups in the media. PR professionals use multiple communications strategies including media relations, social media, public speaking engagements, crisis communications and employee relations to communicate messages to their audiences.
Myth: PR is Just about Sending Press Releases
Fact: A Press Release is a PR Tool, Not a PR Strategy
Issuing a press release is one method of reaching out to the media, but it generally represents a small portion of the planning and strategy involved with a multi-faceted PR campaign. In many cases, press releases aren’t needed to reach a company’s target audience, and the communication strategies involve avenues outside of media. To learn more, visit PR Beyond Press Releases.
Myth: PR Professionals Make up News or Distort the Truth
Fact: PR Professionals Communicate Useful, Factual News to a Targeted Audience
Companies that distort the truth will find it difficult to regain public trust once they are outed, and their bottom lines can suffer. When working with the media, PR practitioners promote story angles that provide a benefit to their clients’ target markets and the news audience. PR professionals are trained to identify newsworthy opportunities for different types of media outlets and news formats.
Myth: PR Practitioners Don’t Need Social Media
Fact: Social Media and PR are Closely Intertwined
Social media leverages online tools and applications for communicating on the Internet. This includes blogging, micro-blogging (such as Twitter) and social networking sites like Facebook and LinkedIn.
Communication through social media outlets is often open to all Internet users – or at least very large networks of “friends” – which gives consumers a greater voice about brands they do and do not like. With hundreds of millions of social media users worldwide, these can be quite loud and powerful voices, spread quickly through viral channels. PR professionals can use social media tools to reach their target audience directly, in addition to monitoring the buzz about a brand or company.
PR professionals utilize many types of communication strategies to help organizations grow and increase awareness. These strategies are developed to support a company’s short and long-term goals. Successful public relations campaigns leverage factual information and fulfill a need among their target audiences.
Andrea Aker - PR & Marketing Professional in Arizona Andrea Aker founded Aker Ink Public Relations in 2007, armed with an diverse background in PR ...
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