Things PR is NOT

Public Relations cannot be expected to be the cure-all for getting the word out about your business; other factors must be involved. PR can be very helpful to businesses but there are many things that PR is not, such as:

• ·         A replacement for a marketing and advertising campaign. PR is intended to support those plans, not take the place of it. Public Relations is “earned” media coverage- it is never guaranteed. Media relations can take weeks or months to establish. Advertising guarantees you the ad space but they do not carry that third party stamp of approval.
• ·         A way to become a celebrity overnight. Unless you are promoting a product that can really get some air time or ink, a PR pro cannot afford to use those contacts up simply for a fee. Your business should already be established or achieved some important benchmarks before hiring a Public Relations representative.
• ·         Something to take lightly. What’s done is done- a press release can never be recalled. To make sure that a press release is sent correctly, many businesses obsessively revise, review and edit simple press releases or they ignore editing altogether and just want to send it out. There’s a middle ground between these two extremes- let your PR person write the release, have someone else provide insightful feedback and send it.
• ·         Not going to be the cure-all to save your business. Don’t let your business become so strapped for cash that PR becomes the last resort to save it. Invest in PR from the beginning and it will yield better results in the long run.
• ·         A fake business that anyone is capable of doing- PR is a real profession. Treat PR pros the way you would treat any other professional- whether it’s an accountant, attorney or doctor. Ask questions but let the pro do their job.

A public relations professional can be a great addition to a business but that person should not be expected to work miracles, he or she must be working for an already established, good and solid business in order for results to be seen.