5 Most Common Misconceptions About Public Relations

It's understandable for small businesses and startups to feel intimidated and doubtful of what public relations (PR) can bring to the table, especially when they have little knowledge of how it works.

1. PR is only useful for product launches and press releases.

Although these events are common in the PR scheme, it doesn't mean that’s all there is to it. PR has other strategies, such as cross-promotion, business events, social media marketing, influencer relations, crisis management, etc.

Fortunately, PR doesn't have to be as expensive as advertising. You can choose which PR strategies work best with your brand. Plenty of incredible and talented PR agencies and freelancers are out there and offer good deals without breaking your budget.

2. Small businesses don’t need PR.

People often think about large corporations and big-time celebrities as the only qualified customers who require PR services. But in reality, a big chunk of my clientele are small business owners who understand the significance of having a PR team. Startups don't need a massive launch of their brand or product, but they need to share their story and position their companies in the best light. Any business needs to create brand awareness, gain credibility and have a genuine connection with the target audience. All these things are achievable through PR, whether it's a small-time company or a global brand.

3. PR is more expensive than advertising.

This is one of the most common notions I've received in my career as a strategist. While both practices help build the relationship between brands and their target audiences, there's still a difference between the costs and techniques involved in promoting a business. Advertising is paid visibility, while PR is earned visibility, thus, giving the impression that PR is more tedious and challenging.

4. A successful PR stunt directly translates to sales.

Every business owner dreams of a big hit once a PR campaign goes viral, but it doesn't mean a million views instantly convert into sales. Let's be clear: PR can't make you a wealthy business tycoon overnight. However, it increases your brand's influence and visibility, possibly leading to higher conversion rates. The secret is building your trustworthiness and credibility with your market from time to time. To achieve that, you must constantly show up and talk to your target audience, communicate and share a connection with them even after becoming a viral sensation.

5. PR doesn't have business value.

Because there is no universal measurement of the success or failure of a PR strategy, some business owners think that PR is an additional expense with no concrete and direct results, unlike advertising. Fortunately, there are ways to quantify the effects of public relations by looking at the amount of press coverage received, the number of clicks or visits to a website, an increase in engagement and reach, and many others.

It is crucial to stay informed and leverage the knowledge to your advantage. Now that you know the truth behind the curtains, you can make better decisions when investing in PR campaigns for your business.