The ten myths
- Myth: PR is free advertising. Fact: Advertising is paid and controlled. PR is earned and decided by others, which is why it carries trust.
- Myth: A good agency can guarantee coverage. Fact: Journalists decide. Honest agencies promise effort, access and reporting.
- Myth: A press release is a strategy. Fact: A release is one tool. A plan covers audience, story, spokespeople and timing.
- Myth: More coverage is always better. Fact: One piece in the right outlet can beat ten in the wrong ones.
- Myth: PR is only for big companies. Fact: Founders, professionals and small firms use PR to be found and trusted.
- Myth: PR works overnight. Fact: Relationships and search presence build over months.
- Myth: If it is online, it is private. Fact: Anything public can be found, quoted and shared.
- Myth: A big name means a better fit. Fact: The right agency matches your need, sector and budget.
- Myth: PR and social media are the same. Fact: Social is a channel. PR is the wider job of reputation and relationships.
- Myth: PR cannot be measured. Fact: You can track quality coverage, branded search, referrals and enquiries.
If you remember one thing, make it this: ask what is earned, what is owned and what is paid, and ask for links.
Questions
Is PR worth it for a small business?
It can be, when it is focused on one audience and one outcome. Start with a clear goal and a small project before a long retainer.
Is PR the same as marketing?
No. PR is part of the wider marketing and communications mix. It focuses on earned attention, reputation and relationships.
Our agency rankings cover 26 agencies. General information, not legal or financial advice. Our method.