PR. Two simple letters that conjure up all sorts of misconceptions – from boozy ‘meetings’ to spinning and scheming – that have created a kind of urban legend out of the profession. Some might be right (yes, most of us can only function after a strong coffee in the morning) but there are plenty of confusing ideas out there about how PR and reputation building work.
So, we thought we’d debunk some of the biggest myths out there to paint a more accurate picture of what PR is all about.
Myth 1: PR is the same as marketing
Although PR is a form of marketing, there are very distinct differences between the two. Marketing is a very broad term and includes all sorts of things such as market research, product development, pricing and advertising. PR, on the other hand, is more focused on building and maintaining a company’s reputation by getting them positive coverage in the press.
While marketeers may be more focused on tactics like out-of-home or TV advertising, email marketing and promotional events, PRs spend more of their time on content creation, media relations and crisis management.
But that isn’t to say that PR and marketing shouldn’t work hand in hand – because they should. Your PR strategy should support your overall marketing strategy, to ensure your messaging is consistent and to help you achieve business success.
Myth 2: Any press is good press
The saying goes that any press is good press, but it just isn’t true. Nobody wants to be front page of the local paper, caught up in a scandal. That might be slightly dramatic, as more often than not, businesses just find themselves being named in a large feature and that’s… it.
It isn’t bad, it isn’t good – and it certainly isn’t doing anything to boost business. Achieving positive, legitimate and valuable press is a result of having a strong message in a relevant publication that’s reaching the right audience for you.
Only then can something earn the prestigious title of good press!
Myth 3: Only ex-journalists are in PR
It’s true that many PRs start out as freelance journalists, at a news desk or even in broadcast before taking their experience to the other side of the fence. However, many PR professionals are graduating and finding jobs with in-house PR teams and agencies, cutting out the middle man.
There are benefits to both career paths. Starting out in journalism gives you the opportunity to get a wealth of experience and knowledge of a news room and the demands of the job, while starting out in PR gets your foot in the door sooner and enables you to develop your skills in line with the PR industry. It’s all about establishing what works best for you – rather than what you think you should do.
Take the Carrington team, for example. We’re a mix of ex-journalists and agency alumni – you can learn all about our team here.
Myth 4: PR can’t be measured
PR isn’t sales, but there are many ways that results can be seen and measured. PR has stepped into the 21st century and is much more sophisticated today than just guesswork and ‘column inches’. Paid, earned, shared and owned communication now play into the overall success of PR efforts – much of which is impossible to track without these new and more impactful measurements.
Gone are the days of AVE (Advertising Value Equivalent), which used to be the main way of measuring PR. Instead, AMEC (International association for the measurement and evaluation of communication) has developed an integrated evaluation framework to help PRs demonstrate the effectiveness of their work, and that’s how we communicate our work here at Carrington.
Myth 5: PR is expensive
PR doesn’t have to cost a fortune. In fact, it’s easily done on a budget with the right preparation and a bit of know-how. Check out our blog for some top tips on creating your own PR strategy in-house.
From charities and startups to large companies, everyone has different needs when it comes to outsourcing PR. Finding an agency that understands your budget and the level of PR you need to get the job done is key – so you don’t spend a fortune when you don’t need to!
Myth 6: It’s all glam
It could be the entertainment industry that’s to blame for this one. Notorious characters like Sex and the City’s Samantha Jones and Ab Fab’s power duo (and style icons) Edina and Patsy have created an illusion of an industry that’s fuelled by Bollinger and all about partying with famous people.
Anyone working in PR today will tell you that star-studded events are few and far between – unless you’re talking to fashion, luxury and lifestyle PRs in cosmopolitan capitals, that is. In reality, most of our time is spent developing strategies, writing, communicating with clients and the press, and securing coverage. We’re fine with that. Mostly…
If you need help creating and implementing a PR strategy, look no further! We specialise in PR across a range of sectors including manufacturing, professional services, education and more – get in touch with our friendly team today to learn more.
