PR myths and realities that you should help clients understand
Your business partners might have a fuzzy view of what public relations is and isn’t, what it does and doesn’t attempt to do. Offer these insights to clarify the processes and team up for success.
Public relations is hot—yet still largely misunderstood.
Businesses from tech startups to nonprofits have come to recognize the value of a strategic PR campaign executed by a talented team.
PR’s popularity has given rise to some misconceptions, though. Here’s what every business person, from marketers to CEOs, should know about public relations:
It can’t replace marketing.
Occasionally a tech startup or small company will say it has committed most or all of its marketing budget to public relations. That vote of confidence is great, but in most cases a PR campaign is a poor substitute for a marketing plan, and it’s not typically designed to drive demand.
With some exceptions, PR is best used to build visibility and shape reputation over time. It doesn’t compare to paid advertising when it comes to frequency of message, and it will never offer the type of control that paid content will. Yet a good PR program will support a brand marketing campaign in a variety of ways, including educating prospective customers and boosting a brand message.
It’s a lot closer to marketing than it used to be.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
