Skip to content
iQ 360
An integrated communications agency
360
  • Home
  • Our Work
  • Capabilities
  • About
  • Join Us
  • Blog
  • Contact
We build + protect reputations

Debunking PR Myths and Misperceptions

03.06.19 | by iQ Staff
  • Share via
Content, Crisis Communications, PR
  • Share via

Few communications disciplines are as misunderstood as the field of public relations. While a person in advertising may play a role in creating a commercial or newspaper ad, or a social media manager might create Instagram posts promoting a company’s product, PR deliverables are a bit harder to define.

With so many misperceptions floating around, PR pros can face an uphill battle when it comes to addressing client expectations and public perceptions.

 

Here’s the truth behind some of the most common myths about the PR industry.

 

Myth #1: PR is about controlling the news

One of the most damaging misperceptions about public relations is the idea that PR professionals have the power to control a news story.

PR teams can’t force a reporter to take interest in a story that isn’t newsworthy, or control the extent to which a client gets mentioned in an article. In most cases, they can’t see or approve an article before it goes to print.

At the end of the day, journalists and editors decide what story they want to file. A PR team can spend hours crafting the right messaging or preparing an executive for an interview, only to have their client’s name relegated to a single mention in the last paragraph of an article.

So why invest in PR?

A good media liaison can build positive relationships with reporters and give them what they need to write their story and meet their deadline: important facts and statistics, press releases, interviews and quotes. They can brainstorm unique angles and pitch interesting stories related to their client. They can create a robust media strategy that targets the right journalists and media outlets and contributes to a drumbeat of steady coverage. All of this helps achieve a brand’s ultimate goal of building awareness, enhancing reputation, and informing or shifting public perception.

 

Myth #2: PR = media coverage

While press releases and press conferences are tools in a PR pro’s arsenal, there’s much more to the world of PR than media.

The Public Relations Society of America defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” PR people shape narratives and craft messages that build or protect a company’s reputation.

Public relations can be used effectively to engage, influence and educate. Sometimes we use the media, and other times we hold community events, bring together stakeholders, run social media campaigns or use other tools to achieve our objectives.

 

Myth #3: Any press is good press

Given the current media landscape, a negative story can go viral on social media and become fodder for every news network in the country before you can say “breaking news.” Any company that has lived through a PR crisis knows that bad publicity can have lasting impacts on a brand’s reputation.

Even one video of a company mistreating a customer, or a CEO going on a rant, has the potential to dominate the news cycle for weeks and inflict significant reputational harm. Though a brand’s sales and performance may eventually bounce back from a PR disaster after enough time has passed, its image may be forever tarnished in the eyes of the public.

It is possible to mitigate reputational damage and turn bad press into an opportunity. With a solid crisis communications plan in place, companies are better prepared to react to a crisis quickly and focus on offering an appropriate response.

 

Myth #4: PR is “fluff”

Far too often, PR is viewed as inessential to a company’s overall performance. In reality, it can be the most strategic function in your organization.

If your own employees don’t understand your company’s reason for being, if your board thinks the company is out of step with the market, if shareholders think you have no long-term prospects, or if your customers aren’t reminded that your products are better than the competition, you will cease to exist in the marketplace.

The PR team has the very important role of communicating effectively with all of these vital stakeholders. Keeping the PR team involved in high-level strategy discussions from the start is crucial to the success of any organization. This will ensure that opportunities to tell your brand’s story will not be missed, and that positioning of news is optimal.

With regular exposure to reporters, PR pros have their finger on the pulse of the industry and can provide valuable guidance on timing, market trends and the competition. Don’t underestimate the strategic value of your PR team.

 

What PR misperceptions have you encountered from clients or co-workers?

  • Share via

Top Picks for You


February 15, 2023

2023 Super Bowl Commercials: Our Top Picks →

February 8, 2023

The “S” in ESG: Are we ready to take it seriously? →

Post navigation

 Five Essential Skills for Your Next Communications Hire
How to Sell PR to Your CEO 

Categories

C-Suite
Tactics & Tips
Visual Communication
iQ Insights

Must Reads

March 11, 2020

Communicating During Times of Uncertainty →

April 15, 2020

Why Internal Communication Should be Your Top Priority →

October 9, 2019

The Real Value of Diversity in Marketing →

Stay in the know with our quarterly newsletter
Loading...
iQ 360

We believe in the power of communication to change the world

808.536.2729
Privacy Policy | ©2023 iQ 360 Inc. All rights reserved.
We are a certified minority- and woman-owned business.
iQ 360

We believe in the power of communication to change the world

808.536.2729
Privacy Policy
©2023 iQ 360 Inc. All rights reserved.

We are a certified minority- and woman-owned business.

Privacy Policy

Last updated on June 5, 2018.

 

This privacy policy explains our collection, use, disclosure, retention, and protection of personal information collected through our website, www.iq360inc.com (the “Website”).

 

  1. Information We Collect

We collect personally identifiable information about you, including your name, email address, and phone number, when you send an inquiry to us on the contact form on the Website.

 

  1. How We Use Your Information

We will use your information only to respond to you regarding the reason you contacted us. We will contact you by the means by that you have consented to us contacting you, as you indicate when you submit an inquiry to us via the Website.  We will not share your information with any third party outside of our organization.  We do not send any promotional emails; however, we may contact you via email in the future to tell you about changes to this privacy policy.

 

  1. Cookies

 

  1. Storage of Information

Personally identifiable information that you submit to us via the Website is processed and stored, if at all, in the United States.  We will not keep your personal data for longer than is necessary for the purposes for which it was collected.  We determine the retention period based on the purpose for which the information was obtained, our legal obligations, and our technical and business requirements. 

 

  1. Your Access to and Control Over Information

You have the right to opt out of any future contacts from us at any time. You may do the following at any time by contacting us via info@iq360.inc.com or 808-536-2729:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data or if you feel that we are not abiding by this privacy policy.

  

  1. Security

We take precautions to protect your information. When you submit sensitive information via the Website, your information is protected both online and offline. Only employees who need the information to perform a specific job (for example, customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

 

  1. Updates to This Statement

This privacy policy may be subject to updates.  Any material future changes or additions to the processing of personal information as described in this privacy policy affecting you will be communicated to you through an appropriate channel.  For example, we may email you to let you know about updates to the privacy policy.

 

 

Subscribe

Emails collected through this form will be used for marketing and business updates. We are the sole owners of the information collected on this site. We only have access to information that you voluntarily give us. We will not sell or rent this information to anyone. You may opt out of any future contacts from us at any time by contacting us via the email address or phone number given on our website. Please see our privacy policy for full details.