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.