Public relations is often misunderstood, but this article aims to clear the air. Drawing from insights provided by industry experts, it debunks common misconceptions about PR. These revelations will reshape your understanding of how public relations truly operates in today’s business world.
- PR Supports Regular Businesses, Not Just Glamour
- PR Builds Lasting Reputations, Not Quick Fame
- Authentic Storytelling Trumps Manufactured Narratives
- Effective PR Requires Commitment and Patience
- PR Shapes Online Reputation Beyond Advertising
- Strategic PR Involvement Enhances Overall Message
- Public Relations Boosts SEO Through Earned Media
- PR Engineers Complex Narratives Behind Headlines
- Modern PR Leverages Timing and Cultural Context
- Quality PR Takes Time in Changing Media Landscape
- PR Success Hinges on Understanding Journalists’ Needs
PR Supports Regular Businesses, Not Just Glamour
One misconception people have is that PR is glamorous. On occasion, it is, and we do have fun. But the majority of the people working in PR are supporting regular, unsexy businesses to increase their brand awareness. Most of us are representing plumbing companies and recruitment agencies, not celebrities or fashion brands.
And that’s okay! These business owners have valuable insights that will resonate with a wide cross-section of society, or their founders have compelling and relatable origin stories.
It’s not all makeup brands and film premieres, or even restaurant openings and charity work. PR work is relevant for many different types of businesses, and the less glamorous roles can be incredibly rewarding.
Danielle Windecker-Hilton, PR Account Manager, Sycamore Communications
PR Builds Lasting Reputations, Not Quick Fame
One of the biggest misconceptions people have about PR is that it’s just about getting someone in the media. People say, “Can you get me in Forbes by next week?” as if it were as easy as ordering takeout. But PR is not just about press. It’s about how people perceive you, how your story is told, and how you build a reputation that actually sticks.
What I wish more people understood is that PR takes strategy, patience, and intention. It’s about timing, relationships, and making sure your message actually lands with the right people. And most importantly, media coverage is never guaranteed. Editors, producers, and journalists make the final decision on what stories get featured. A good publicist helps you get attention, yes, but more importantly, we help you build trust.
Stefanie Magness, Public Image and Reputation Consultant, Elevate Visibility Group
Authentic Storytelling Trumps Manufactured Narratives
After 40+ years in PR, starting at Andy Warhol’s Interview magazine, the biggest misconception is that PR is about spinning stories or creating fake narratives. Real PR is about finding the authentic story that already exists and presenting it compellingly.
During my crisis management work, I’ve seen countless brands try to manufacture completely fabricated storylines when facing problems. The ones that succeed are those who acknowledge reality and find the genuine human element worth telling. When I worked with philanthropic clients, the most powerful coverage came from spotlighting real impact, not manufactured feel-good moments.
What people don’t understand is that PR professionals are essentially translators between worlds. We take complex organizational stories and make them accessible to specific audiences. My royal commentary work taught me this – explaining centuries-old protocols to modern audiences requires finding universal human themes, not creating fairy tales.
The media landscape has trained everyone to think PR equals manipulation, but effective PR actually builds long-term credibility. After appearing on CNN, PBS, and major networks for decades, I’ve learned that reporters respect sources who consistently deliver accurate, newsworthy content over those who oversell or exaggerate.
Couri Hay, Co-Founder, R. Couri Hay Columns
Effective PR Requires Commitment and Patience
I’ve been on the receiving end of many myths constructed about public relations. I have heard PR described, on more than one occasion, as “never working.” What I know to be the truth is that people’s expectations of PR often remain misaligned and misguided.
It’s not working for startups or fledgling brands because people expect it to work immediately. It’s not working because they think PR is a quick fix for coverage, which it isn’t. It’s not working because some people think they don’t need to build relationships to get coverage. It’s not working for some people because they think a pitch will always be accepted, without newsworthy content. It’s not working for some because they’re blasting generic releases into inboxes with no follow-up or engagement. It’s not working for others because it didn’t work the first time, and they blamed the system rather than themselves.
This is the reality that I wish people understood more about when they think about PR. The work that goes into authentic relationships and earning press is painstaking. It takes commitment and value-led content. This is what results in earning press, which can be a powerful resource for credible earned media and continued momentum.
Justin Mauldin, Founder, Salient PR
PR Shapes Online Reputation Beyond Advertising
One of the biggest misconceptions about public relations is that people often confuse it with marketing. PR isn’t about driving immediate sales or creating promotional campaigns — it’s about building trust, credibility, and long-term brand awareness through earned media. As publicists, our role is to strategically tell your story in a way that resonates with the public and positions your brand as an authority. We secure third-party validation through press features, interviews, and thought leadership that can’t be bought, only earned.
What I wish more people understood is that in today’s digital landscape, especially with the rise of AI, PR is more essential than ever. When done right, earned media becomes an integral part of your digital footprint, appearing in search results and shaping your online reputation in ways ads never could. A well-placed story in a trusted outlet doesn’t just elevate visibility — it becomes a powerful asset for years to come, reinforcing your brand’s value every time someone searches your name or industry.
Nicole Dunn, CEO, Dunn Pellier Media
Strategic PR Involvement Enhances Overall Message
One big misconception about PR is that it comes after the work is done, as if once the product is built or the campaign is ready, then PR steps in to “promote it.” But that’s actually too late. The best PR starts much earlier, helping shape the story before there’s anything to pitch. We’re not only messengers, but we’re also part of how the message is built. What I wish more people understood is that PR isn’t the last step. It’s part of the strategy from day one. If you bring PR in early, the end result is much clearer, stronger, and easier for people to care about.
Matias Rodsevich, Founder & CEO, PRLab
Public Relations Boosts SEO Through Earned Media
One of the biggest misconceptions about public relations is that it’s solely about media coverage and brand image, completely separate from digital performance. What I wish more people understood is how intrinsically PR helps SEO. Every earned media mention, particularly from high-authority sites, builds valuable brand mentions and often backlinks, which are crucial signals for search engine rankings. This not only boosts domain authority but also enhances overall brand visibility in search results, making PR an undeniable, long-term asset to SEO success.
Michael Lazar, CEO, Content Author
PR Engineers Complex Narratives Behind Headlines
People still treat PR as a vanity megaphone — write a release, spam an inbox, and call it influence. In reality, good public relations is quite complex narrative engineering. Long before a headline prints, we map every stakeholder, stress-test the storyline the way an investment committee stress-tests assumptions, and gather data that inoculates the narrative against crisis. The press clip is merely the visible tip of months of subterranean alignment work.
Blake Renda, Founder / Managing Partner / Co-CEO, Dragon Horse Agency
Modern PR Leverages Timing and Cultural Context
The biggest misconception is that PR is just about spinning narratives and damage control. I’ve seen how the industry has evolved beyond traditional “spin” into authentic storytelling that actually serves audiences.
What people don’t understand is that modern PR is really about timing and context. When we covered the Rebel Wilson vs. Sacha Baron Cohen controversy, both sides had evidence and compelling narratives, but Wilson’s team understood something crucial — they released her story strategically around her book launch, creating maximum impact. Cohen’s team responded with facts, but they missed the timing window.
The real skill in PR isn’t manufacturing fake stories — it’s recognizing when genuine moments can create authentic connections. Denzel Washington’s recent comments about political manipulation resonated because he wasn’t trying to sell anything; he was just being honest during movie promotion. That authenticity cut through the noise better than any crafted campaign could.
Most people think PR professionals just write press releases, but we’re actually pattern recognition experts. We spot cultural trends, understand audience psychology, and know when to amplify authentic voices versus when to stay quiet. The best PR happens when you’re not even trying to do PR.
Jonas Muthoni TSJ, Editor, The Showbiz Journal
Quality PR Takes Time in Changing Media Landscape
Earning wins should be fast and easy. This misconception is often attributed to clients by PR professionals, but I’ve also observed it being passed down from agency leaders and managers to their Account Executives. Having had experiences across various sectors, I can attest that even when working for glamorous and exciting brands, no coverage is guaranteed. We’re witnessing the closure of publications, the dismissal of newsroom staff, and a constant stream of information and world events that demand coverage and attention. Additionally, an increasing number of individuals are aspiring to be thought leaders, causing the source-to-opportunity ratio to expand significantly.
Agencies, freelancers, and internal teams all have a responsibility to educate their stakeholders about the current state of the industry and the work required for successful PR efforts. Quality mentions and placements take time, and the results from your wins may play a more significant role in long-term awareness. By dispelling misconceptions like this one, we as PR professionals can help shift the narrative on what PR is and the type of work we do.
Haley Spracale, Community Manager, Featured
PR Success Hinges on Understanding Journalists’ Needs
PR is less about who you know and more about how well you understand what they need.
You don’t need to “know someone” to get media coverage. What really matters is giving journalists what they need: clear, timely, and relevant information that speaks to their audience. If your pitch hits the mark, relationships are secondary.
PR is about alignment. A strong pitch fits the outlet’s tone, timing, and editorial needs. That’s the difference between a pitch that lands and one that gets ignored. And being easy to work with still counts for a lot. Respond quickly. Be accurate. Don’t make journalists chase you. You’re not doing them a favor by offering a story. You’re offering value, and how you deliver it matters.
Scott Gabdullin, CEO & Founder, Authority Factors