Public relations (PR) is one of the most widely misunderstood industries in the world. Research has shown that almost 8 out of 10 businesses don’t understand PR, while almost 40 per cent of business leaders aren’t sure what their comms teams do, and 20 per cent of executives don’t know what PR stands for.
Even those who assume they know what PR is often find themselves surprised when a media campaign doesn’t subsequently generate phone enquiries and sales.
But when you do understand how PR works, you can make sure it works for you – and ensure you stay visible, relevant and credible to the audiences that matter. Here are the nine most common myths about PR:
#1. PR delivers immediate sales
It’s tempting to think that PR will lead to instant revenue, but that’s a myth. Its purpose is primarily about visibility; the kind of visibility and credibility you wouldn’t get through traditional marketing channels like social media advertising or website blogs.
PR builds trust and authority over time, and the benefits are cumulative, supporting your marketing and business growth indirectly rather than acting as a direct sales tool.
#2. PR Is the same thing as advertising
Unlike advertising, PR doesn’t pay for space to promote products. Instead, it’s earned based on great storytelling, engaging content and valuable insights that position your business in a credible, authoritative and authentic way.
It’s about influence and visibility, not pushing products and broadcasting offers.
#3. Only big businesses need PR
Many start-ups and SMEs believe that PR is reserved for large corporations with sizeable marketing budgets.
They’re often surprised to find that it’s actually the opposite; smaller businesses can gain significant advantage through strategic storytelling, local media engagement and targeted campaigns that raise their profile in cost‑effective ways.
#4. PR can control public opinion
PR can guide perception; it’s a very useful tool for that, in fact. But it cannot dictate what people think or feel. Authenticity is always key; people respond to genuine messages and consistent communication, and trying to manipulate opinions usually backfires – as we’ve seen multiple times.
#5. Social media is PR
Social platforms are one of a number of communications tools that support PR, but it’s definitely not the whole discipline; that’s another myth.
PR incorporates social media alongside media relations, thought leadership, events and awards. A strong PR strategy coordinates multiple channels to build reputation and influence.
#6. PR Is only about press releases
Press releases announcing news updates are just one part of PR. Modern PR also includes sharing expert opinions and industry commentary, creating thought leadership angles, producing research or whitepapers, engaging influencers, communicating internally, crisis planning and much more.
It really boils down to creating connections and visibility across all relevant audiences, and that wouldn’t be possible with a press release alone.
#7. PR is too expensive
While PR requires investment, it can be scaled to any budget. The results might not always be immediately measurable, but building a positive reputation, trusted relationships and thought leadership delivers long-term value that far outweighs the cost.
#8. PR is a one-time activity
PR is ongoing; sporadic campaigns have limited effect because they lose momentum. It’s consistency that really builds recognition, credibility and trust.
A strategic, sustained approach ensures your business stays visible and relevant, and allows you to respond quickly when opportunities or challenges arise.
#9. PR is only for external audiences
Many assume PR only targets the media or customers, but internal audiences matter too. Employee engagement, leadership visibility and corporate culture are all part of PR. A strong internal reputation supports recruitment, retention and overall business performance, so when a business needs to deliver an important message to their staff, they’ll often work with their PR agency to ensure the messaging strikes the right tone.
If you’d like support with building a consistent, credible and impactful PR presence for your business, Osborn Communications can help. Drop us a line to book a chat.