Companies that have not come in touch with public relations are not aware of its importance. Let’s debunk ten common PR myths.
“PR and advertising are the same”
The goal of advertising is to increase sales. However, PR aims to make a company better known through its presence in editorial articles or contributions and, if possible, to additionally increase sales. Advertising in the media is always tagged and therefore easily unmasked, even if it is placed in an editorial environment. PR content which made it into the editorial area is more credible because it isn’t published by the company itself but has undergone a journalistic selection process. If a company has its say in an editorial article or contribution, it has already been found relevant by a third party. Since editorially placed topics are more credible, PR is also more sustainable than advertising.
“PR consultants don’t know how a newspaper issue is made”
Some Yield employees used to work in newspaper editorial offices before and can therefore easily understand how a newspaper issue is created, how journalists evaluate topics or press releases and in which patterns they think. Yield employees who have not themselves worked as journalists are also expected to have detailed knowledge of journalistic work. This is essential for good cooperation with the media and journalists.
“PR is too expensive, especially for young companies”
PR can make a brand more widely known within a short period of time and in a cost-effective manner. Many companies try to do PR on their own. To a certain extent this is also possible. However, the mere dispatch of press releases or PR limited to social media networks is not very effective, as being in personal contact with journalists is also decisive for getting into relevant media. A PR agency uses existing contacts and networks to bring content into media in a timely manner.
“PR is not measurable”
At the end of the period of every professional PR work is a reporting. The clippings, i.e. the publications in the media based on press releases, interviews or specialist articles, are presented here. Depending on the article size, range and value of the medium, the ad value, which indicates the monetary value of an advertisement to the same extent in terms of area, is calculated. Since PR is considered more credible, this value is multiplied by three. This results in the so-called media value, which is regarded as a reference value in PR work.
“The main occupation of PR agencies is sending out press releases”
A PR consultant is a link between companies and the press and therefore in constant contact and exchange with companies and journalists. Writing and sending press releases only takes up a certain part of the total work involved. Strategic planning of PR activities, offering topics, processing press inquiries, organizing interviews, press conferences and editorial tours, maintaining media distribution lists and contact lists as well as preparing reports are also part of this. In the event of a crisis, crisis PR is also one of the tasks of PR agencies.
“Only agencies specializing in a particular field can help companies”
Some PR agencies specialize in a certain range of topics, but that’s not always an advantage. If all customers have a similar field of activity and journalists receive too much mails or get too much calls, they are more likely to be oversaturated. Therefore, it makes sense to diversify in the course of the company’s development. Yield PR has developed from a PR agency specialized in finance in the beginning to an all-round agency. Yield has expertise in industry, law, tourism, consumer goods, healthcare and services.
“An overall strategy focused only on PR without an advertising budget always works”
Some companies are so well-known or so innovative that you can make a difference with PR alone. However, this depends to a large extent on the industry. In principle, it is recommended to combine PR and advertising. In this way, the brand can be strengthened on the one hand and the company can advertise concrete products on the other. If money is short, it makes more sense to invest it in PR than in small-format advertising.
“Bad news is good news”
Bad news often receives more attention than success stories. However, this does not mean that bad PR is also good PR. Because negative reporting – regardless of whether justified and supported by arguments or just made up out of thin air – can result in long-term damage to a company’s image that is difficult to repair.
“PR agencies are loyal companions in good times and duck out of sight in bad times”
“In good times and bad” is not only a motto for the ideal marriage, but also characterizes the perfect cooperation between a PR agency and its clients. Of course, Yield also offers a crisis PR service. In certain cases, such as economically precarious situations, it makes sense to proactively take a stance and take the offensive or at least to have a plan in the drawer to counter imminent negative reporting. This procedure is closely coordinated with the customer.
“PR measures should always be aimed at a maximum number of people”
A press release, a question to journalists or an invitation to a press event without defining a specific target group is like a suicide mission. “Quality before quantity” should be the principle when selecting target journalists / target media for press releases or other PR measures. It’s not about reaching as many journalists as possible, but about getting in touch with the right people. There is a question which makes it easier to select the right target group(s): What do I want to tell whom, when, where, why and how? Hereby it can be made clear in advance which specific media types, media companies, departments, distribution areas or publication frequency fit. Journalists don’t face unwanted mail which is useless for them and PR consultants don’t get into trouble with editorial offices.