Public Relations Myths

You're exposed to the fruits of public relations every day, in every medium -- TV, newspapers, radio, Facebook, Twitter, magazines. It's a growing profession and never have so many public figures been in the public eye in so many different ways. Yet public relations is still more art than science. There are many myths and misconceptions about PR...

it's a myth that you have to be an ex-reporter to do public relations. There are plenty of people who went straight from college into a PR job. You don't have to major in journalism or public relations, though that certainly helps. There's no professional license or test to pass. The profession is growing, as the demand for information grows....

Public relations avoids spin, slogans and propaganda techniques. Today's press and public has never been more exposed to different types of media -- or more media savvy. They're resistant to spin, slogans and propaganda. Public relations is really about making life easier for clients and journalists by getting the right information to the right...

The worst thing you can do is tell a reporter to NOT cover a story, or to stop digging. That's a flashing neon sign that says, "There is journalistic gold buried here! They're hiding something really juicy -- dig dig DIG!" You can't control the press, which isn't a monolithic institution anyway. Public relations is about communicating with the...

It's a myth that publicity is free and easy. True, earned media is free, but it takes a lot of time, effort and expertise to earn that press. a related myth about public relations is that earned media is a total replacement for advertising. It isn't. Publicity and advertising are two different tools for two different jobs.

If you went by what you saw on TV and in the movies, you'd think that public relations people spend all their time sending out press releases and speaking at podiums during press conferences. This is a myth, and a dangerous one, because "press release" and "press conference" are two words that every boss or client knows, and they'll use them....

There's an old saying, "As long as you spell my name right." The idea being that any ink is good ink, that just getting your name out there, and breaking through, is a benefit that outweighs any negative content in a story. This is an enduring myth. It's also a losing strategy. Misbehavior is incredibly common. Infamy also tends to burn out...

There's no such thing as a magic PR bullet that hits the target and you're done. One-hit wonders don't last. The best strategy is to be steady and try to reach every audience. Is it smart to try new things? Sure. Be creative. Take risks. Just don't pour your efforts into a magic bullet. They're rare. They usually don't work. And even when they...

An expensive PR firm will tell you otherwise. They might be right, if you're a celebrity or a big organization. In that case, it's a bad idea for you to try to do your own PR. Yet for many individuals, small business owners and people just trying to break through -- whether it's in politics, entertainment or professional sports -- hiring an...

It's true that public relations proves its worth not when times are great, but when bad news hits. Yet it's a myth that that good products -- or good news -- doesn't need any PR, which is supposedly only for bad products or bad news. PR isn't like a coat of paint that covers up flaws. You want the press and public to know about your best ideas...

There's a common misconception that public relations can't be measured and quantified, which means it's worthless. This often comes up during budget season. While there are methods to quantify public relations -- you can compare how much the equivalent amount of advertising would cost compared to the earned media you received -- it's comparing...