Myth One - PR is guaranteed coverage
Unfortunately it isn’t. PR relies on a crafted story, tailored for the media outlet it is pitched to. It needs to be relevant and compelling for the media to take notice. Simply sending a general release to all and sundry doesn’t work. If you want guaranteed coverage, you need to buy advertising.
Myth Two – PR is instant
Again, this is not the case either. If a story has a deadline or a use by date, it may help but there are so many stories vying for attention, it might not help. In many cases, a story won’t appear for months and a PR campaign needs to run for a minimum of three months to get traction and allow for the media to find an occasion when they can use the information provided.
Myth Three – Once I have paid an agency, I don’t have to do anything else
You will need to set aside time to approve media releases, answer questions and hopefully provide interviews with the media. You will also need to supply background information such as biographies, business history, images, product shots and other relevant materials. If you are selling a product, you should also budget for samples or competitions and giveaways. These are valid requests from the media and will help you get exposure.
Myth Four – I will get to approve what is written about my business before it goes to print
The media like to be independent and won’t supply a proof for editorial material for anyone. You will be treated the same as the Prime Minister in this regard. In general, they aren’t antagonistic and if you are an above board business you won’t have anything to worry about.
Myth Five – it’s easy to get on television
Television is the holy grail of PR and it is the hardest coverage to get. With extremely limited opportunities for exposure and intense competition, it takes a great story combined with great talent, a real need from a television show and a pinch of luck. Even without getting on television, PR can deliver fantastic exposure for your business. It is more important to be seen by the right audience than simply to get on television.