There seems to be much better understanding around what marketing is than there is around what PR is. Essentially PR stands for public relations. A large part of that for most brands is reputation management, brand building and publicity. But it also includes stakeholder relationships and crisis communications.
So to help you understand what PR is let’s start with what it isn’t and break down the top 5 myths about public relations!
PR Myth 1 - It’s a ‘dark art’
Twenty years ago people used to think PR was like Absolutely Fabulous (if you haven’t had the pleasure of seeing this click here ) while today everyone seems to think it’s just about spinning things and telling ‘fake’ news. While I am sure there are some people who treat PR like that most publicity and PR practitioners don’t engage in lying or covering things up.
Mostly because you will probably get caught and then your reputation will be impossible to fix.
PR is about storytelling and sometimes your messaging will be around looking at something differently or you will be trying to get attention by doing something unusual but the reality is that most PR practitioners are just helping brands to have honest conversations with their audiences.
PR Myth 2 - You need to be able to write
People seem to think you need to have a creative writing MA to be a ‘writer’. Anyone can be a writer. You just need to understand what the story is, what the point is, what the INTERESTING bit is.
You are writing facts, not fiction, and it needs to be simple and honest.
You do need a spell checker though.
PR Myth 3 - You don’t need it
PR isn’t just a way of brand building and driving sales. It builds your reputation. If your audience are aware of your brand and work then one bad review or mistake won’t destroy you.
Your reputation may take a hit but your PR will have provided you a cushion that you can use to bounce back.
PR Myth 4 - It’s expensive
If you want to pay someone to figure out your audience, strategy, messaging and be the face and door opener then it will be.
But PR is cheaper than marketing and will deliver you better, long term results. And you can do it yourself if you are willing to upskill yourself, jump on to some webinars and learn the basics.
If you can master the basics you can just pay for a PR consultant a few times a year to give you a fresh injection of ideas, train you in a new skill, give you advice on targeting a new audience or help you deal with a reputational issue.
PR Myth 5 - You need lots of contacts
Contacts become contacts when you understand what they need and try and give it to them. If you want to build contacts then don’t waste people’s time.
Do your research and try and help.
Journalists are always looking for stories. They aren’t going to turn yours down because you haven’t schmoozed them over lunch.
A black book of contacts helps but a story is a story.
Hopefully I busted some myths there around what PR is and isn’t.
If you want a copy of my book 100 PR and Content Ideas for your Business click here.
For my FREE guide 10 Steps to Writing your PR Strategy click.
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Alison Jackson-Carter is a ‘PR Pro’ who has spent her career helping people and businesses share stories. As a journalist she spent her 20s working for newspapers, ITV’s This Morning programme, Sky News and 5 News. She then moved into PR where she has worked with hundreds of household brands to increase their media profile.
Since she moved to PR she has led teams that have won awards, launched a successful podcast that has been downloaded more than 100,000 times, and achieved millions of pounds worth of media coverage for brands.
Her passion for supporting women in business led her to launch Enlighten PR where she helps small business owners and entrepreneurs raise their profile and communicate with confidence about their business. In her downtime she can be found listening to The Archers or trying to read while her children and dog climb all over her.