Myth #1: PR will help my company to become famous overnight.
Building a brand and creating awareness in a consumers mind does not happen overnight.
Most PR campaigns (especially those in competitive markets — like the U.S companies) can expect to start seeing media placements at approximately Five months to over one year into the campaign. In order to make your campaign successful you must remain consistent. As long as the campaign continues, the number of PR placements and publicity will increase exponentially so you can anticipate steady growth over time.
This is why PR is most effective over a long period of time.
Apples & Oranges Public Relations highly recommend that you consider PR a basic necessity for marketing your business and outreach should continue on a regular basis, as long as your company is in existence. In other words, PR shouldn’t stop until you do.
Myth #2: PR is expensive
A common misconception is that PR is expensive.
It is proven, that PR is much cheaper — and more effective — than advertising.
It is not the means to an end. PR is a full-time job so companies must either hire a full-time, in-house PR professional or outsource to an agency, who will handle the publicity outreach, media relations, event planning and social media on a company’s behalf. When it comes to PR, you definitely get what you pay for.
Think of it this way: you need to spend money to make money. And the benefits of PR HUGELY outweigh its costs. The average entrepreneur and small to medium size business, will lose about $5000+ in profits on a monthly basis as a result of not having a consistent and effective PR plan and activity in place.
Myth #3: PR is easy so I’ll just do it myself
This is probably one of the biggest myths about PR. Many business owners think that they can handle PR themselves to save money; after all, all you need to do is write a press release and journalists will be banging down your door, asking for interviews, right? Not true.
PR is not just about press releases… or even about pitches. PR is about creating a consistent brand, writing well, communicating effectively, acting strategically, creating relationships with media, having extensive knowledge about your industry and the media outlets that you are pitching.
PR is a very big job. As an entrepreneur, small business or startup, I’m sure that there are lots of tasks on your ‘to do’ list and not enough hours in the day to complete all of them. So allow the PR professionals to do what they do best and focus your energy on what you do best — running your business.
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