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5 Common Public Relations Myths Debunked

Guest post by: Angela Kambarian

Article Overview: Public Relations remains one of the most effective marketing strategies. However, there are a lot of misconceptions about PR among business professionals. I hope a few guidelines below will guide you in the right direction.

5 Common Public Relations Myths Debunked

Myth # 1: You need "contacts" to garner publicity. My Response: This is one of the most common fallacies about PR.

Why? The reason is simple. I suspect it's because many PR firms

tout their media connections when offering their services to

a potential client.

Media contacts do help sometimes. However, you can accomplish

your goals without them. A lot depends on the story you have to

offer, the angle of your story, the timing, and the relevancy of your

information or area of expertise. If your idea or pitch lacks the

essential ingredients for an article or broadcast segment, you are

unlikely to get coverage. Each time you gain media exposure,

add the editor's name to your database. Don't forget to send

a short and sincere thank you note.

Myth # 2: You can't buy PR with Advertising.

My Response: I dare to disagree with the above statement.

Sometimes you CAN buy publicity with advertising, but not

with high-quality publications. Small magazines with little editorial

integrity may give advertisers preferential treatment. However,

the quality of responses might not be worth of your time and effort.

Myth # 3: PR promotions do not work without follow up.

My Response: I am convinced that follow up is important.

Some busy editors or reporters can easily overlook your materials.

Therefore, your follow up call or email may get them to consider

your story. That being said, a well-written and well-targeted

press release will do the trick.

Myth # 4: Editors want to be wined and dined.

My Response: It is totally unnecessary! Of course you may

come across an editor who will gladly agree to have lunch with

you at a posh restaurant or accept tickets to a basketball game.

In most cases, though, editors prefer to keep PR sources at

arm's length. A simple thank you note or respectful attitude

will suffice.

Myth # 5: Publicity will bring you tons of new clients,

customers, or patients.

My Response: Even if you get great press coverage, it doesn't mean

that people will rush out to buy your product or use your service.

Here is what PR does. It creates a favorable image or perception about

your business. It enhances your status and makes you look more

professional and trustworthy. People might remember your name after

reading about it in a newspaper. So when a need arises, they are more

likely to reach out to you. One PR expert says: " Everyone has an

impression about your business. Without publicity, that impression

might be a zero awareness."

Final Thoughts: Publicity has to be managed carefully.

Media research, follow up, writing, checking -- it all takes

time and supervision. The key to success is regular media coverage,

so when your prospects think of what you offer, it's your company

and not your competitor that gets the call or email.

Angela Kambarian is a marketing strategist, public relations consultant

and copywriter. If you have any questions or comments about

the article or need help with your marketing,

please call (516) 889-8636

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Article Tags: Marketing Strategy, Public Relations



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