So you’ve got an idea of what PR is – but is it based on, well, what you’ve seen in the media? Maybe PR isn’t quite what you think. Here are five myths, and my take on them.
PR is a quick win
Absolutely not. PR is a long game of building awareness. Because people can only buy from you if they know of you. It takes, according to theory, seven touch points for a customer to move from first interaction to the point of sale. So you need to be visible, embedding yourself in their minds. At that stage when the customer is about to click the button, make the purchase, sign the dotted line you need to be a brand they feel like they’re already in a relationship with, because of how familiar they are with you.
PR is either trade or consumer
I 100% do not agree with only doing B2B or B2C PR. Because all business people are also consumer people. They read HR Director and The Guardian, or subscribe to Accountancy Age and scroll on Twitter. They might be in slightly different mindsets at each point, but it comes back to visible, recognisable, and making them aware of you. So I’ll get mental health clients talking on psychology of relationships for consumer, as well as latest product release for healthcare publications, or tech clients responding to news about ChatGPT, as well as thought leadership on their solution.
PR is getting stuff in newspapers
Some of PR is about getting your name in the media. But it’s also about brand awareness, thought leadership, lead generation, podcast appearances, speaking opportunities, leveraging socials, newsjacking…the list goes on. A lot of time is spent on emailing journalists, granted, but it’s about the bigger picture of reputation management and thinking about what you want to be known for in the industry. Good PRs think about the bigger picture and creating opportunities for you to be seen, heard, and noted.
PR plays safe
People buy from people. And they buy from people they like. So brands and companies who have a personality are much more likely to convert the sale and seal the deal, and form long term relationships. There will be an element of managing reputation in the face of challenges and crisis comms, but the most successful brands are those who stand out as likeable, fun and someone you want to be allied with.
PR is like Ab Fab
Literally can’t remember the last time I had a glass of fizz with clients. But if you’re offering?