Improving Your PR Campaign: Myths You Need to Avoid

Improving Your PR Campaign: Myths You Need to Avoid

Improving Your PR Campaign: Myths You Need to Avoid

A powerful PR campaign has the potential to enhance and upgrade your brand. Among it’s many benefits, PR can develop stronger relationships between your brand and the public, bolster brand awareness, increase credibility, and create loyal customers. The question is, if PR is such a great thing for any brand, why don’t more businesses do it in the first place?

Often, the biggest issue holding companies back from PR success, is that they don’t have all the facts. There many myths out there about public relations that stop executives from using public relations tactics to truly tap into the full potential of their business. Here are just three of the myths that you need to avoid when you’re planning the future with PR campaigns.

1.     PR is Just Another Word for Advertising:

Perhaps the most common myth in the public relations world, is that PR is just another term for “advertising”. However, PR goes far beyond advertising in it’s capabilities. Advertising is about getting “paid visibility” for your company, while PR is about earning visibility with valuable stories and interactions. PR will often leverage third-party professionals to endorse your brand, like influencers or journalists.

The third-party endorsements of PR generally carry more credibility than old-fashioned paid advertisements, particularly in a world where customers are becoming increasingly cynical. In a Nielsen study where customers were asked to list the sources they trusted most, respondents mentioned people they know, online reviews, and editorial (newspaper) content.

2.     I Don’t Need PR Unless I Have a Story:

Despite common beliefs, effective PR doesn’t have to come down to having a great story. In fact, if you hire a professional in PR to work for your brand, you’ll quickly discover that these experts don’t wait for a story to come to them – they create narratives around the things your business is already doing.

Thought leadership PR has become an essential tactic for many businesses in public relations. This process uses industry knowledge and expertise to establish a brand as a go-to authority in a specific niche. As a thought leader, your opinion will become more important in your space. While a good story helps when you’re implementing a PR strategy, you might be surprised to learn where your narrative can come from.

3.     PR Is Only for When a Business is In Trouble:

While it’s true that crisis management is an important part of the public relations experience, it’s also worth noting that this is only one piece of the puzzle. Crisis management often works best when it’s implemented behind the scenes to preserve a company’s reputation and predict when trouble is on the horizon. A seasoned professional in the PR industry can work steadily with a brand to jump into action when something goes wrong, or simply ensure that your risks of a disaster are limited.

PR is about building and maintaining an effective reputation for your brand. This is a process that requires time and patience. If every company waited until the last minute to hire a PR expert when their brand was in trouble, we’d have more failing businesses in the world today.


Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Ronn Torossian and Mazen Dayem

Ronn Torossian, CEO of 5WPR, with Mazen Dayem