MisinterPRetation
I normally do not utilize the ever-present insertion of capital “PR” when writing about the field. However, in this case, I think it fits. PR remains misinterpreted by many of those who are not directly involved with the industry. This was evidenced by the ridiculous Collegiate Times article that circulated around Twitter two weeks ago. Although I have only been involved in the field for about a year and a half, I have heard falsities about the industry on a daily basis. So, in hopes that I might better educate the general public about our industry, I sought to find the 5 biggest misconceptions about public relations.
PR is just “spin”
We’ve all heard this one. Many people think that PR centers around lies and deceit; that it involves tricking the public into thinking what we want them to think. Ironically, the basis of ethical public relations could not be more opposite. PRSA describes public relations in the following way: “Public relations helps an organization and its publics adapt mutually to each other.” PR revolves around conveying accurate and truthful information and promotes open communication. A quick read through the PRSA code of ethics quickly disputes the “spin” misconception.
Anyone can do PR
I will admit that some of PR is intuitive and good PR professionals tend to just have a “knack” for it. Some methods of PR are common sense. However, this does not mean that anyone can do it. Many non-industry people that I have interacted with do not realize the amount of technical training and creativity that is necessary to be a successful public relations practitioner. PR especially requires strong writing skills and the creative muscle to come up with a truly outstanding campaign.
PR is the same as advertising (and sometimes hypnotism)
I’m only half-joking about the hypnotism. The Collegiate Times article actually suggests we use hypnosis, but that is beside the point. I have had many fellow students and non-industry professionals express to me that what I do is exactly the same as advertising. While advertising can be included in a public relations campaign, the two fields are far from the same. One of the main differences between advertising and PR is third-party credibility. PR earns media as opposed to paying for it. A news article provides a third-party endorsement, while an advertisement can be (obviously) biased and comes directly from the brand.
PR is all about event planning
Many students I know are interested in PR only because of event planning. Events are certainly important to public relations, however, public relations is not just about events. The problem with this misconception is that people who are only interested in event planning often overlook necessary writing skills or learning the technical or strategic sides of PR. This leads to an unprepared pre-professional.
Every PR person is like Samantha on “Sex and the City”
This is my personal favorite. Thanks to Julia Wendzinski for the suggestion via Twitter. Too many people think public relations is all glamour, parties and champagne. “Sex and the City” has not helped this perception. The simple truth is that PR is hard work, and can sometimes get physical. I have found myself carrying heavy boxes, using power tools and loading sound equipment into tour buses; it is really just about what the client needs you to do. Most of the time, that isn’t mingling with celebrities over Dom Perignon.
These are the major misconceptions I have heard about PR during my short time in the industry. What have you heard? For PR folks, have you found that others believe you when you attempt to refute their misunderstanding?
