7 Common Myths About Public Relations

Look me in the eyes.

You have no idea how PR works, right?

Say it. SAY IT.

Whew. What a relief. Do you feel better? I feel better.

Because I know the discomfort. I’ve been that person at the dinner who gets tentatively asked, “So ....you wrote the article?” To which I replied, “No Dad, I PITCHED the article.”

All kidding aside, PR is a career I adore, but for as long as I’ve been in it, it’s been shrouded in mystery and misconception. So let’s bust some myths.

Myth #1: All you need is a press release.

Oh, the worshiped and dreaded press release! Somehow we have been romanced into thinking that putting a press release on the wire will have the New York Times beating down our door. Nothing could be further from the truth.

Think of the press release as a billboard for your business. When you drive by a billboard, it makes an impression, but just momentarily. You drive by it, and it’s out of sight, out of mind. It works well to help boost SEO, but to generate true earned media coverage, it has to be customized for each and every audience. A press release can be a great starting point, but it is just one tool in the toolbox.

Myth #2: National coverage is more effective than local coverage in generating awareness.

Not necessarily. Local media speaks directly to your target audience in your specific area and can actually be a very laser-focused and a budget-friendly starting point. The local media understand the interests and concerns of the area, potentially making your message resonate more deeply than a broad national story. Also, people tend to trust local news sources more. They see them as familiar and relevant to their everyday lives, making them more receptive to information from a local paper or TV station.

Myth #3: Investing in PR will guarantee results.

I wish, wish, WISH this were true. Many variables go into launching a PR campaign and ensuring its efficacy: crafting the right message, targeting the right media, timing the news. But it’s called “earned” media for a reason. When deploying a publicity campaign, your news is fed through a filter of scrutiny by the press, and it is up to them how that news may (or may not) get covered. This is why crafting a compelling, specific, and persuasive story is so important.

Myth #4: PR is an essential part of a marketing strategy.

False. Not every business benefits from public relations. In fact, some business models may be able to generate more attention through social media, advertising, or working with influencers. Others just aren’t ready for PR at their stage of the business. I frequently turn away clients because they haven’t reached the appropriate point in the lifecycle of the business to make PR worthwhile. It’s not just a question of “Am I ready for PR?” but also “Am I ready for PR right now?”

Myth #5: PR should only be executed by a professional publicist or agency.

Unpopular opinion…and with all due respect for my industry friends…the truth is you can DIY publicity. And sometimes that’s the best way to go. Startups, entrepreneurs and small marketing teams don’t often have the budget to engage with professionals. But with the right guidance and knowledge, it’s absolutely possible to bootstrap a publicity effort. Another option is to work with a freelancer on an hourly or project basis to outsource some of the legwork, and execute what you can internally.

Myth #6: PR coverage should be measured just like any digital marketing effort.

Ladies and gentlemen, we have been romanced by data. We are awash in data. We are gluttons for data. And while it’s so great that we now have many more metrics in place for measurement than ever before, analytics don’t necessarily provide the full picture of the message absorption, impression and resulting action. When I work with clients, I encourage them to look at both data-driven metrics (UVM, circulation) and sentiment-driven metrics (article tone, comments, customer feedback). Also consider the value and impact of the connections that a publicist or agency brought to the table. Working with a publicist who knows how to engage with journalists, business partners, like-minded organizations, and influencers can turn those media hits into something much more powerful, with long-lasting ripple effects.

Myth #7: PR is expensive.

It doesn’t have to be. Most agencies will have a minimum retainer of 5 figures, which is why working with a freelancer often makes more sense for small businesses. Freelancers can provide pricing on an hourly, project, or small retainer basis. Some freelance publicists (hi there!) even offer flexible DIY pricing models, where the planning and research is done by the publicist, and then transitions the project to the client for the execution stage.

But now that you know the truth about PR, the next question becomes (cue Taylor Swift): Are you ready for it?

When I’m talking to client prospects, I go through a checklist of indicators for “PR Readiness.” I’ve created a PR Prep Checklist that breaks down all the elements of a foundation of a publicity campaign, so that you can plan your campaign or engage with PR help confidently.

Oh, JLo.

I hesitate to think of a celebrity who is having a worse 2024 than Jennifer Lopez. In my PR groups there has been some serious collective shuddering going on when her name comes up. Nothing is worse when the story just isn’t landing.

From a PR standpoint, she and her team have worked the playbook to the letter: album, SNL, movie/music video, interviews, documentary, tour.

So why isn’t it working?

JLo, quite simply, has failed to evolve into today’s version of a celebrity, one who is hyper-focused on audience identity and subcultures.

When JLo rose to stardom in the early 2000s we were in an age of mass-appeal celebrity when beauty, body, a slick music video, and some B-level pop music cross-pollinated with interesting artists was the formula for success. But unfortunately, the JLo of 2024 hasn’t found the connection to her fans in the new attention economy. Creatives, artists, musicians - anyone who is in an entrepreneurial role - all want to produce work that speaks to them. It isn’t fulfilling otherwise. But to properly promote that work, engage with an audience, and sell music and tours, knowing your audience is more crucial than ever. 

JLo’s latest round of projects are centered on HER. 

HER love story. 

HER heartbreak. 

HER healing journey. 

HER reunion with the love of her life. 

And somehow she’s created an image of singing about it from high upon her pedestal, without connecting it to any kind of relatable experience that might appeal to a wider audience. Indeed, JLo’s biggest feat appears to be how deftly she creates distance between the public while at the same time begging for their attention.

And who is “her public”? For the life of me, I can’t define JLo’s audience. I don’t know who she’s trying to connect with, other than the early 2000 version of herself. And I bet you anything her PR team is trying desperately to figure that out too.

Consider other celebrities who have achieved audience relevance much more thoughtfully:

Beyoncé‘s recent albums have tapped into both mainstream and sub genre audiences, speaking to the LGBTQ+ community with Renaissance, or the country community with Cowboy Carter. 

Taylor Swift hooks us with themes of love and heartbreak that make you adopt her songs as your own anthems. 

Lady Gaga gives us all permission to release the little weirdo monster we have inside. 

I hope she figures it out. For now a retreat and regroup is in order. (Especially if the breakup rumors are true.)