Guest Speak

PR Needs Good PR Now:
Addressing Misconceptions About PR 

Introduction

Public relations, often abbreviated as PR, is a vital component in modern communication, yet it frequently finds itself thoroughly misunderstood. The terms "gimmick," "stunt," and "promotion" are often mistakenly used with reference to the diverse activities of public relations professionals. This misunderstanding seriously diminishes the true value of PR and negates that the fact that PR helps organizations to build meaningful relationships, cultivate positive reputations, and achieve long-term objectives. Thus it is crucial to address these misconceptions and illuminate the multifaceted nature of this vital discipline.

Why is this so?

Amongst the foremost reasons for the misconceptions about public relations lies in its often-invisible nature. This is unlike advertising, which overtly seeks to sell a product or service, or marketing, which focuses on driving sales through various strategies. Strategic and effective PR works behind the scenes, shaping narratives, building goodwill, and managing perceptions. Hence, whenever a company enjoys a positive reputation or navigates a crisis smoothly, the public rarely witnesses the strategic planning, meticulous execution, and proactive communication that underpin these outcomes. This lack of visibility can lead to the assumption that PR is merely about managing momentary visibility rather than building sustained relationships. 

The Media factor

The media landscape, caught in a 24x7, “always on” scenario with its constant demand for captivating stories, sometimes inadvertently contributes to this mischaracterization. Eye-catching "stunts" or seemingly outlandish "gimmicks" employed by some organizations to garner media coverage can be easily sensationalized, creating a false perception that PR is primarily about generating buzz through unconventional or even outrageous tactics. Mistakenly termed as “PR”, they contribute to the narrative. 

True public relations professionals focus on building credibility and trust over time through consistent and transparent communication, not just fleeting moments of sensationalism. 

The Confusion Factor

In today’s age of social media, the line between public relations and "promotion" often gets blurred in the public perception. Promotion typically refers to activities designed to directly stimulate sales or increase brand awareness through specific campaigns and channels. While PR can certainly support promotional efforts by creating a favourable environment and generating positive media coverage, it is not solely focused on driving immediate transactions. Public relations encompasses a much wider scope, including stakeholder engagement, crisis communication, reputation management, employee relations, and corporate social responsibility. 

Conclusion

To move beyond these misconceptions, it's essential to recognize that public relations is a strategic and multifaceted discipline. To bring forth the true value of public relations requires a shift in perspective, negating the false narratives and embracing a deeper understanding of its strategic importance in today's interconnected world. 

As PR professionals, we need to be custodians of our discipline, too – If not us, then who else?