I can remember sitting in graduate school classes absolutely dreading the discussion about “what” public relations is, and “why” we do it. My mentality then? Can’t we all just do the job and love it, without all of the why?

Fast forward six years and a fascination with Simon Sinek’s approach to “Starting With Why,” I’ve learned why those discussions were so important. Having a firm understanding of who you are (whether an industry or a person) allows you greater ability to stretch, flex and adapt to changes over time. To quote the one and only Aaron Tippin, “You’ve got to stand for something, or you’ll fall for anything.”

Even with those discussions in my back pocket and time working, I frequently face a look of confusion when I tell people I work in the public relations industry. So today, I’d like to look at a few common myths about public relations, and how we really work with clients to tell brand stories.

Myth #1: Public relations is getting on the front page or above the web fold for the media.

I often hear “Can’t we just send them a press release?” To that I say – Yes… yes, you can. But should you? No.

The first step to understanding media relations is accepting that PR professionals cannot guarantee anyone media coverage. Successful coverage for a story depends on the relationship between the PR professional and journalist. The road to story coverage is journeyed with a strategic know-how of what the client needs, research into the topic and journalist backgrounds, and conversations with the right reporters (blanket press releases will get you nowhere). The ONE story in the RIGHT publication may be the measurement for success. However, sometimes… NOT getting coverage during a crisis or small-scale disaster is just as successful.

Myth #2. Public relations is generating publicity, regardless of the cost.

During the press agentry and propaganda eras of public relations, P.T. Barnum’s tactics were widely used by Barnum himself and others who tried to mimic his ability to promote and attract – at all costs. But can we be real? The industry has taken great strides to move away from this model. Are there still organizations that pull off stunts with the sole objective to attract eyes with no thought toward the ethics that guide the profession? Yes, but these types of tactics are inefficient and a waste of spending – especially as the media landscape continues to broaden the ability to communicate person-to-person. People are human (remember?), and can see through the smoke and mirrors.

Myth #3. Public relations people like to spin things.

I could go on and on here… really. I should simply lead you to Spin Sucks and leave it at that, but I will say this: If you were to talk to five public relations professionals, you might be surprised to see a very passionate industry that strives to do good through their clients. Many lend their hands to pro-bono causes and serve on nonprofit boards in order to help the entity move forward. Many also stretch themselves in multiple directions to help their own organizations and volunteer time to outside efforts – all while maintaining some sort of personal life. Repeat after me, “Spin is not our intent.”

By definition, our ultimate goal is to build mutually beneficial relationships between an organization and its public. That might be through an integrated campaign that involves working with the media to proactively promote and follow a newsworthy story, engaging online audiences in conversations AND planning an event. The actions of a PR professional are not deep-seated in the tactic-level; but they are strategic, rooted in research and try to walk a balance between being proactive and reactive.

Samantha McCain
PR & Content Manager