PR professionals can spend a good amount of time reading the news and helping correct inaccuracies on behalf of their clients. But quite a bit of inaccuracies are actually related to the job itself and people's misconceptions around what we do for a living.
So we asked top PR pros, "What is the biggest PR myth you've had to fight (or continually fight)?" Here are their responses:
"The biggest myth has always been, and continues to be, that PR happens over night. Or that having a 'relationship' with a particular journalist, blogger or outlet = instant coverage. It doesn't work that way."
"Many people still believe that the purpose of PR is to help increase their bottom line and users/customers. This is slightly true but the real purpose of PR is to reinforce your brand equity and help increase awareness in the marketplace."
"The biggest myth or misconception I see about public relations is that we're here to spin or cover up information when in reality, we push to ensure information is communicated effectively, clearly and at the most opportune time for both our consumers and the companies we represent. Most of the time, we are advocating to communicate information, not the other way around."
"That it's easy to get media coverage in national daily media outlets, such as the NY Times or WSJ. Understandably so, clients often believe their products/services are newsworthy 'just because.' They don't understand that a major news hook is needed to even get the reporter to listen, let alone include them in an article. It's a continuing process to educate clients on how PR and the media work."
"The most insidious PR myth is spin. More specifically, the idea that with the right spin fundamental business or product issues or actual facts already in the public eye can simply be made to disappear."
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.