Despite our best efforts, one of the enduring issues of the PR profession is that PR hasn’t done a very good job in PR’ing itself – it’s still often misunderstood or underestimated.
Add to the mix the rise of social, and requirement on many businesses to communicate externally, and there’s now a plethora of ‘marketing’ people whose experience and expertise is based on everything from ‘admin but deliver the marketing too - aka social posts’ to Comms Professionals who have extensive experience of a sector or who have straddled multiple industries / challenges and continually invested in their learnings.
When thinking about the reasons we hear from others on why they don’t need PR, or why they aren’t willing to invest in external agency support, here we sum up our Top Ten.
Let’s debunk some of this rubbish that I’ve heard time and time again.
1. “We Can Do It Ourselves / Are Bringing In-House”
Yes… go for it. Even though this is what we do day in, day out, continually develop our skills through learnings and CPD, and qualifications and many years of experience, it’s funny how many others are experts in everything… and seem to have time for everything.
Internal teams can handle certain tasks for sure… that’s without question… however meaningful and strategic PR requires specialised skills, media relationships, and strategic planning that go beyond day-to-day communications.
Approving press releases and working with agencies, does not equal being skilled in PR. That’s equivalent to us saying that because we report to a CEO or Head of Marketing, we’re now experienced to deliver this role. How short-sighted. And let’s not even go into when a crisis arrives at your door…
2. “PR Is Just About Press Releases”
Let’s not even go here. If we receive a request for a press release, it’s a flat-out no. That’s not what we do. PR encompasses a wide range of activities, and an impactful PR strategy should work back from the company’s overall goals. It’s about an integrated approach and that’s developed to bring a client closer to what the business is trying to achieve.
3. “Our Business Is Too Small for PR”
Effective PR can be a game-changer for businesses of any size. A well-executed PR strategy can elevate a brand’s visibility, attract customers, and create credibility, no matter the scale of operations.
For agency support, a realistic budget does need to be allocated - but by considering marketing budgets and allocating a marketing budget early on in a business’s journey, it’s an excellent practice that will help the business to grow as it matures.
4. “Social Media Is Enough”
Honestly… I have no words. Social is just a tactic, never mind the fact that social platforms are owned by massive billion-dollar companies who can suspend or deactivate your account at any point. Social is super important but to focus all of your efforts on this alone is ridiculous and high risk. Social media is NOT a substitute for a comprehensive PR strategy. It’s a tactic without the comms toolbox.
5. “We Don’t Need to Manage Our Reputation”
Every business has a reputation, whether it’s actively managed or not. It’s been proven time and time again that businesses that have strong brands and have invested in their reputation, weather crisis and challenges in business much better. Does anyone remember the VW emissions scandal? In 2023, VW had 6% of the global automotive market, second only to Toyota.
6. “Our Customers Know Us Already”
Even if a company has a loyal customer base, ongoing PR efforts are crucial for growth. Market dynamics change, and new competitors emerge. PR helps maintain brand relevance and ensures that customers continue to view the company as their preferred business / brand.
7. “PR Is Only for When Things Go Wrong”
This myth suggests that PR is only necessary during a crisis. In truth, proactive PR helps prevent crises by building strong relationships and trust with stakeholders. A solid PR strategy prepares a company to handle challenges when they arise, minimizing potential damage – see point 5.
8. “We Can Rely on Word of Mouth”
Word of Mouth is incredibly powerful but it’s not enough to build a brand or manage its reputation… especially as customers increasingly spend time online.
PR provides a structured approach to communication that amplifies positive word of mouth and addresses negative perceptions before they escalate.
9. “It’s Too Expensive”
Yes, you need a budget, just as we need to get paid for our time and expertise… in the same way as all other professions. However, we have years of experience in multiplying the investment of our clients. From generating ideas that have delivered £00000s in sales to new affiliations and partnerships, building brands and reputations and helping to prepare businesses for sale, working with an excellent agency that truly understands your business can be your best investment.
A well-planned PR campaign that works back from our clients' goals should provide a strong return on investment – but be patient, it can take time.
10. “Our Marketing Team Can Handle PR”
Yawn… While marketing and PR share some similarities, they serve different purposes. Marketing focuses on promoting products and services, whereas PR is about managing relationships and enhancing overall brand perception. Both functions are essential and go hand in hand - but not the same hand. We can't expect people - in agencies or in-house to be experts in everything and if we do… the result is often mediocre. In addition, never underestimate the value of an external pair of eyes on a business or a crisis. Understanding a client but sitting slightly apart from the day-to-day running of a business helps us to see the wood from the trees and guide our clients accordingly.
