If you’re trying to establish a brand and become a thought leader in your field, you’ve probably experienced the feeling of talking to a brick wall. There is no doubting that any brand, whether new or established, wants to increase its exposure and attract a larger audience. But falling for common PR myths can quietly hold your efforts back, wasting time, money, and opportunities without you realizing it.
Although both paid and organic media have their uses, there’s something about using public relations (PR) to leverage reliable media platforms that changes the game.
PR has earned a reputation as a useful tool for brands to establish credibility and increase visibility, whether through published articles in traditional media outlets or interviews on independent media platforms such as podcasts. But I’ve been in the industry long enough to know that it also gets a terrible rep.
So, to avoid being mislead, read on to learn about a few PR myths that may be restricting your brand’s performance, as well as the facts about how PR works.
Misconception 1: “Only famous experts get media coverage.”
The idea that you must be well-known to be presented as an expert is a prevalent one when it comes to public relations. That being said, this is not at all true. The reality? Not everything is about celebrity.
Actually, qualified specialists are always needed by editors and journalists to quote in their publications. Without evidence or a professional opinion, a journalist cannot make any claims. For instance, rather than asserting that a vitamin B supplement is beneficial for eyes, they would cite an expert, such an optometrist, and the organization they belong to if they were writing about it for eye care.
You have the opportunity to be featured as an expert if you possess the necessary credentials and knowledge of the subject area, regardless of whether you are a well-known celebrity or a little-known industry insider.
There is a chance to become the go-to expert for a certain topic because editors and journalists occasionally prefer to identify a single go-to expert. Some of my PR clients have experienced it! The constant need for new featured experts is highlighted by the fact that many seasoned journalists and editors may request a wide variety of experts.
The key to becoming featured is to discover a writer or editor who requires your skills, establish a relationship with them, and be there at the appropriate time and place.
Related: How to Maximize Your PR Budget: Startup Strategies That Work
Misconception 2: “PR is too expensive for most brands.”
Another myth regarding PR is that it is extremely expensive. While this can be true in some cases, it is not a firm rule. Numerous factors, such as the business model of the PR agency and the type of media coverage you are looking for, might affect the cost of public relations.
For example, some public relations firms use a retainer model in which you pay a set amount each month with no guarantees — which I believe is outdated. This can be problematic, costing tens of thousands of dollars per month with no guarantee of success. In my perspective, the industry needs to be modernized.
Pay-to-play is another increasingly popular model. Unlike earned media, when a PR agency wins free magazine placements by acting as your agent, this approach is used by PR agencies that serve as a reseller of advertising space. This can be more expensive, as you must pay for each item of media coverage you obtain. The public is also unaware of the nature of this compensated model, which features undisclosed adverts that are frequently given as journalistic articles – a tiny gray area, if you ask me.
A better alternative is the earned media approach, which is mostly used by my agency. Rather than pay for the publication, the emphasis is on developing relationships with journalists and other media professionals.
The key to this is to approach newspapers that are still in the business of generating visitors and readers, exposing adverts, and not profiting from their contributions. This technique is the most cost-effective because you can either do it yourself for free or hire a public relations firm for the sole purpose of building the link.
Misconception 3: “You need insider connections to succeed in PR.”
Despite what many people think, you can start a PR career without having a lot of connections. Having contacts in the industry is undoubtedly beneficial, but it is not necessary for success.
One of the most important aspects of PR is establishing connections with journalists and other media professionals. Building contacts and finding the proper fit from scratch will help you thrive in public relations even if you don’t already have any ties.
Recall that media specialists are necessary for journalists! They cannot afford to miss a day because their audience’s trust is at stake. You can only imagine how much work it takes to consistently produce multiple fact-checked articles each day if you are familiar with the rigors of content creation. You have good news: they are looking for quality content, and this is being provided by people. The same is true for hosts of podcasts that publish frequently.
Numerous online resources, such as private channels, email, and social media, are available for interacting with them. Publicly sharing an email address where they would like to receive pitches is common among journalists and podcast hosts. Making the right match doesn’t require you to know someone beforehand. You have access to all the resources you require.
Getting featured may be accessible and beneficial for any brand, regardless of the budget, current connections, or notoriety, whether it is through traditional or independent media, local industry-specific or national media coverage.
Don’t let misconceptions about public relations hold you back. PR can help you grow your brand rapidly by expanding your audience, boosting your exposure, and establishing your credibility.
