Five things PR is not…

There are many misconceptions about PR and communications, some are true and some are not. While effective solo, it often works best as part of a wider marketing mix. We want to share five misconceptions – outlining the key things that PR is not…

1. A quick fix

There’s nothing about PR that’s super speedy. That’s not to say that PR professionals are slow – they’re often some of the fastest, most efficient and hardest working experts you’ll ever meet. Rather, the process of raising the profile of a person or business through PR isn’t fast. It takes time to educate journalists, influencers, customers and everyone else in your given industry.

They’ve looked at this concept extensively for paid for advertising. Marketers often bandy around terms like effective frequency, Rule of 7 and names like Herbert Krugman who wrote in 1965 that just three times to hear a message is adequate. Marketers, it seems, agree broadly on two ideas. First, potential customers need to hear a marketing message many times to illicit a good outcome/sale. Second, there is a limit to how many times you can pester people with a marketing message, approximately 10 to 20 times, before you start to really annoy them and they stop listening.

Finding the right balance is a big challenge for marketers. Earned press coverage has the same challenge and by default is much slower. It still has huge value, but you need to be patient. We’re growing reputations, and like trees, they don’t grow overnight.

2. The answer to all your problems

PR is a way to shine a light on your business or a person. It’s not a sticky plaster for all of your business issues. PR won’t solve your challenges with sales, technology or employees – and if anything it will highlight them further (to you rather than the outside world).

It’s also challenging to directly relate press coverage to a specific uplift in sales and it has fluid timing which is at the behest of a publication’s editor. A drumbeat of positive press coverage will of course ultimately help awareness, which could deliver sales and new customers, but you need to temper your expectations if you want pinpointed specifics. It’s part of a bigger marketing mix process - and like everything - it works better with collaboration from other disciplines and areas of the business.

3. Paid for advertising

Paying for a digital banner ad, early right hand page in a magazine or newspaper, 10 second slot on TV or even social media influencer content is not PR. Sponsored content – either in the form of articles or event badging is also not PR. They should, of course, all be part of one consistent campaign, but there is an increasing assumption that paid for content has the same value as earned content. I’ll leave you to make that decision, but I personally feel there is more value in genuine independent advocacy of a person, product or service. Journalists may not always advocate, but quality reporting and analysis gives credibility which can rarely be achieved through paid for activity alone.

4. An administration function

PR professionals are experts in their field. They are not meeting organisers, food and beverage delivery people, or meeting minute takers. There are undoubtedly people in your business which have greater value when you need to look at accounts, deal with legal issues or agree IT upgrades. But when your company is in crisis, you need to promote some news or even want a press article corrected – your PR professional will be responsive, efficient and effective. Similar to insurance, we’re there to protect and help when you need it. Please handle with respect and professionalism.

5. Cheap and easy

PR professionals are often adaptable, smart and skilled creative types. After a good number of years, we can turn our hand to most communication tasks. From blogs and press release writing, social media management and media relations, to crisis management and deep technical knowhow. These talents take time to learn – and to be delivered to a high standard takes skill and practice. It may be considered a ‘soft’ and ‘fluffy’ career, but when you have a journalist screaming expletives down the phone at you, it doesn’t feel particularly ‘fluffy’. It’s not a cheap and easy space in which to work – and is a solid and worthwhile investment in the positive perception of you and your company – so please ensure you respect, reward and remunerate accordingly.

Victoria Fairclough is a PR & Communications consultant at Fair Communications. For more information visit: www.faircommunications.co.uk