Public Relations (PR) is a dynamic field often surrounded by misconceptions that can skew understanding and expectations. While many people associate PR with press releases or view it as synonymous with advertising, the reality is far more multifaceted.
Beyond merely creating excitement or handling emergencies, PR represents a strategic effort that connects organizations with their audiences through open communication and meaningful interaction. PR represents the image of the organization and the perspective of the public on how it is viewed.
It’s not about manipulation or exerting control but about building trust, managing reputations, and fostering lasting relationships.
This article explores and clarifies common misconceptions about PR, demonstrating its complex role and emphasizing its crucial role in shaping perceptions and establishing credibility in the modern communication environment.
Misconception 1: Small brands are incapable of fully utilizing PR
It’s safe to say that the public assumes PR is only exclusive to large brands and conglomerates (https://www.linkedin.com/pulse/public-relations-exclusively-large organizations#:~:text=Absolutely%20not.,can%20benefit%20solopreneurs%20like%20you.).
As they believe it to be too costly, and intricate for smaller businesses. However, this is false. PR is accessible to organizations of any size, across all industries, and with varying budgets. In fact, according to Google, B2B researchers do 12 searches on average before engaging in a specific brand’s site.
This is especially prevalent for smaller businesses as their goal is to get their name out there for potential partnerships. PR can help even the playing field, build brand connections, and create a strong brand identity for companies regardless of size.
Well-executed PR strategies can significantly boost small businesses by enhancing their visibility, establishing credibility, and drawing investor interest.
Through the artful crafting of compelling narratives, these businesses can harness the power of social media to build meaningful relationships with key influencers and target consumers. This proactive approach not only elevates their presence within the industry but also helps them stand out amidst larger competitors.
By strategically leveraging media coverage, engaging content, and targeted outreach, small businesses can strengthen their brand, build a loyal following, and create opportunities for growth and expansion, ensuring measurable success in the long run.
Misconception 2: Isn’t bad publicity still publicity?
First off, bad publicity is never a good thing. It is often mistakenly believed that negative publicity can boost attention and drive traffic, resulting in a temporary surge in visibility and stakeholder engagement. In reality, negative publicity is a risky gamble that more often leads to failure than success.
It can seriously damage an organization’s reputation and, consequently, negatively impact its sales.
The misconception that bad publicity is still good originated from 2 different sources. P.T. “The Greatest Showman” Barnum who built his entire business empire on live acts and curiosities once said, “There’s no such thing as bad publicity,”.
Oscar Wilde, a famous poet in the early 1890s also said “There’s only one thing in the world worse than being talked about, and that is not being talked about.” Despite their success following this methodology, we live in more unique and modern times.
The capability of reaching millions in a matter of seconds through the internet has changed the perception of publicity and PR. In modern society, reputation is even more vital as companies are shaped based on the public’s actions and perspectives.
Misconception 3: PR is a manipulative tool to spin the truth
It is a common misconception that professionals in PR are spin doctors who manipulate facts to create positive images of the organization, ensuring that the public is only aware of the good and not the bad.
However, the reality is that in modern society, PR practitioners necessitate that practices and PR activities have to abide by ethical guidelines. This includes transparent communication and fostering honest relationships between the organization and its stakeholders.
Therefore, it is vital to understand that while the job of PR practitioners is to maintain a positive image of the organization, their main focus should be to clear any misconceptions potentially bringing harm to the organization.
On that note, ethical PR is also required to accurately present facts in a transparent manner that aligns with the organization’s objectives and values, as opposed to lying or concealing information from the public.
Therefore, the idea of ethical PR is to focus on fostering positive relationships with your audiences, with an emphasis on transparent communication between both parties.
Additionally, PR practitioners are required to adhere to ethical guidelines established by the respective associations in their industry to promote accountability, fairness, and transparency. This ensures there is a commitment from the organization to be truthful in their communication and interactions.
In the United States, all PR practitioners are subject to the Public Relations Society of America’s (PRSA) code of ethics. This guideline aims to protect the free flow of accurate and truthful information to serve the interests of the public allowing them to make informed decisions.
Misconception 4: PR is solely a one-way communication channel
Flashback to when PR was once perceived as a one-way communication channel, organizations or individuals broadcasted messages, expecting consumers to receive and accept them passively. This outdated method proved ineffective as it ignored consumer feedback, opinions, and needs.
Today, PR is based on two-way interaction, where organizations and individuals actively engage in dialogue with their audiences, listening and adapting their strategies to meet consumer expectations.
Modern PR employs the two-way symmetrical model, which is regarded as the most advanced and ethical approach in public relations. This model emphasizes communication that builds a mutually beneficial relationship between the organization and its stakeholders.
By addressing potential power imbalances and embracing broader social responsibility, this approach aligns the interests of both the organization and its stakeholders to achieve mutually advantageous outcomes.
Misconception 5: PR is easy
One of the most commonly misunderstood aspects of PR is that it requires more than just basic skills—it demands strategic insight, creativity, strong relationship-building abilities, and a deep understanding of media dynamics and audience behavior.
Public relations is a demanding and intricate field that requires a broad skill set, extensive expertise, innovative thinking, and persistent effort. PR professionals must juggle tight deadlines, manage various projects, interact with different stakeholders, address complex issues, and adapt to unpredictable situations.
Achieving success in PR depends not only on the potential advantages it offers but also on the results generated through well-planned strategies. Excelling in this field requires both experience and specialized knowledge to navigate effectively and foster positive organizational outcomes.
What makes PR, PR?
PR goes beyond merely capturing attention; it involves strategic planning, open communication, and building lasting relationships with diverse stakeholders.
By approaching PR as an evolving process, organizations and individuals can utilize its full potential to boost credibility, manage reputations effectively, and foster enduring connections.
If you are looking for decent content, and a PR agency in Singapore, and would like to work with them to build your content, and strategy, drop a message at [email protected].
AUTHOR
Terng Shing is the CEO and Founder of PR and content marketing technology startup SYNC. With over 15 years of experience in public relations and content marketing, Terng Shing is combining traditional PR and content methods with automation technology to create a scalable agency.
As the CEO of SYNC, Terng Shing oversees business strategy and expansion, as the brand continues to grow in the region. He has led the company’s expansion into four markets – Singapore, Malaysia, Indonesia and India and has set up strong partnerships in Thailand, Vietnam and The Philippines.
Terng Shing also mentors startups in marketing, content and PR for venture capital firms and accelerator programmes.
Terng is also the lead media and messaging trainer for SYNC, having trained over 50 leading founders, CEOs and entrepreneurs in his career. He conducts training sessions for startup founders through startup accelerators and venture funds.
He is also a startup mentor for EduSpaze, Southeast Asia’s leading edtech accelerator and YAC (Youth Action Challenge) under the National Youth Council Singapore.
Prior to founding SYNC, Terng Shing worked in both agency and in-house positions including Head of PR (APAC) for gaming brand Razer, CMO for healthcare startup MyDoc and senior marketing roles in the region.
Terng Shing has also held senior positions in global and regional PR and content agencies, working with clients that include Grab, Visa, Paktor, HP and other leading brands.
Besides SYNC, Terng is also the co-founder of the travel community platform Travel Wanderlust and the co-host of the business podcast Business Over Drinks.
