Many of us have heard of public relations, or at least have some awareness of PR. Yet with so many people taking away individual interpretations, it’s a term that is often misunderstood. As such, there can be confusion about PR and its purpose, often leading to mistakes down the line when trying to reach out…
By Ruby Edwards3 min read
Many of us have heard of public relations, or at least have some awareness of PR. Yet with so many people taking away individual interpretations, it’s a term that is often misunderstood. As such, there can be confusion about PR and its purpose, often leading to mistakes down the line when trying to reach out to target audiences.
So, if you’re trying to get a better grasp of public relations or even execute some PR activity yourself, we suggest you try to avoid the common misconceptions about PR:
“PR means press release”
One of the most common misconceptions people have is thinking that PR professionals only write and distribute press releases. While it’s true that this is a large part of the work we do, it’s not the whole picture.
The role of public relations is limitless. From developing that initial news-worthy idea, to crafting an event to reach out to your consumers and pulling off creative stunts that get your target audience talking, PR is much more than just a press release factory.
“PR is just free advertising”
Another false statement that’s thrown around a lot is that PR is a free alternative to paid marketing and advertising. While all three services do have some cross over, they have different goals, and can all incorporate different forms of earned and paid media.
For example, the specific goal of PR is to improve relations with your audiences, while marketing and advertising are both more focused on selling.
A surprising number of features and content pieces found on news sites are ‘advertorial’ pieces, where brands have paid for the pleasure of being featured. These can have the benefit of extended promotions and the freedom to talk all about your own products without worrying needing to be conscious of getting the chop from the editor.
Both earned and paid media placements have the benefit of building trust with your audience, it just depends on who you’re trying to reach and the message you’re trying to get across.
“There’s no such thing as bad publicity”
It’s a famous saying, although there is undoubtedly such a thing as bad publicity. While a crisis will get people talking, the outcome won’t be a positive one. If you’ve been slandered by the press, your audience will have no trust in your brand, and it could mark the end of your company. Instead, if your coverage will be negative, always choose to stay out of the news.
“Your target audience should be everyone”
While reaching more people should logically lead to getting more leads, it’s not necessarily true. Not everyone will be interested in your products and services, so mass messaging won’t always hit the mark.
To save time and resources, be specific about who you want to reach, and target those people instead as these people will be more likely to turn into a lead. In PR, less is more.
“Take every PR opportunity”
PR opportunities can lead to some incredible possibilities. However, when offered one, always evaluate it. If it doesn’t align with goals or brand identity, sometimes it’s simply better to turn it down.
Yes, it may be a free chance for some publicity, but if the messaging is off, it could be a waste of time or even leave you at a disadvantage with your true target audience. In every industry, there is a need to take risks. So, don’t just settle for what you’re offered, reach a little higher, and you’ll see a better pay off.
Whether you need more advice on avoiding common PR missteps or simply want to access pay-as-you-go public relations to deliver your next campaign, get in touch with the team today for an informal chat.
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As seen in our regular business feature in The Pershore Times.
