5 Outdated Assumptions About PR

By understanding the reality behind public relations, you can best develop and carry out your strategy.

The media landscape has rapidly changed over the past five years, and it’s practically unrecognizable compared to 15 years ago. And with it, the PR landscape has changed: Podcasts are now a major part of media strategy, search engine behavior is evolving, social media algorithms will likely limit our reach, and AI is changing how we receive information. 

One thing that hasn’t changed is that some of the most common misconceptions about PR persist. Every day, I speak with founders, executives, and business owners about their brand visibility, and the same themes come up in nearly every conversation. So I’m shedding some light and opening up about the five most common misconceptions about public relations. 

1. Assumption: One media channel is enough

Reality: For years, landing a television interview or another TV spot was the ultimate PR goal. Today, I am noticing the same thing is happening with podcasts. Don’t get me wrong, I love podcasts; they are incredibly valuable for businesses. The problem is the belief that any single channel can, or should, carry your entire strategy. 

Rather than focusing all their energy in one direction, the strongest brands build an entire ecosystem of visibility, meeting their audiences in multiple places and through multiple formats. Yes, a podcast episode may lead people to your website, a TV appearance may strengthen your credibility, and a radio interview may increase your brand awareness. But together, all of these opportunities reinforce one another into a powerhouse of visibility.

2. Assumption: PR firms can guarantee results

Reality: Can a PR professional guarantee they will pitch your story? Absolutely. Can they guarantee that a journalist will interview you? No. Can they guarantee that a producer will book you for their show? Again, no. Regardless of their relationships or connections, no ethical PR professional can guarantee media coverage. Period. This is typically one of the most persistent misconceptions about the PR industry. 

PR services are a sizable investment for any business, and business owners understandably want guarantees. Yet if you focus on a guarantee, you can often miss the forest for the trees. If your goal is to secure a specific number of bookings, you will miss out on the broader strategy: creating an ecosystem of attention around your brand that generates momentum and supports long-term growth. You also may replace quality for quantity.

3. Assumption: Your publicist is the only factor in whether you get coverage

Reality: They say PR is all about relationships. And yes, like any industry, building strong relationships matters, but they are only one piece of the equation. While most experienced publicists maintain relationships across the media landscape, those relationships are simply a familiar door to knock on, not a guarantee that someone will answer. 

Many people assume that if you know the right people, media coverage is guaranteed. In reality, it isn’t about who you know; it’s about whether you have something meaningful to contribute to a current conversation. The story we’re pitching must still be relevant, the timing still has to be right, the audience still has to care, and sometimes, despite everyone’s best efforts, a story simply isn’t the right fit at that moment.  

4. Assumption: PR is something you hand off

Reality: When you think of PR, do you imagine handing over a headshot, a bio, and a copy of your calendar, then waiting for placements to roll in? While you always want to choose a partner you can trust, the best PR relationships are less white-glove and more hand-in-glove. You and your publicist are a duo, each bringing a necessary piece of the equation to the table. Your PR team will help you develop the best strategy, identify opportunities, craft pitches, and provide expert guidance. Simultaneously, you bring your expertise, unique perspective, and a willingness to jump into every opportunity.

The more engaged you are in the process, the more ways your PR team will be able to incorporate your experiences, insights, and expertise into the day’s trending stories. When you and your publicist work together, you’re able to create a story that people can’t stop talking about. 

5. Assumption: PR creates overnight success

Reality: I love a good overnight success story just as much as the next person. But when you peek behind the curtain, you will usually find years of hard work done in silence with little recognition. It’s the same with a successful PR strategy. Typically, the strongest brands were not built from a single great interview or one television appearance. They were built through consistency and showing up repeatedly in ways that reinforce expertise and trust. 

Visibility is like spicy food. One bite is interesting, two bites are noticeable, three bites are undeniable, until you’re halfway through your meal and on fire! Visibility compounds the same way: The article builds on top of the interview, and the TV appearance on top of that, and before you know it, you’ve created an ecosystem of attention that is impossible to ignore. If you want to get the most out of your PR engagement, remember that it’s okay to build slowly and intentionally, one bite at a time, if you will. You are building something bigger with each placement. 

The level of PR support every company needs is unique, but every company needs an intentional conversation with a strategic partner who can help them reach their goals. The most important thing is making your decision with intention, because whether you are actively shaping your reputation or letting it develop on its own, you are still making a choice.

Originally published at Inc.com