By Isabelle Delaney, SDI Intern
The age of digital media has transformed the practice of public relations dramatically. For the next generation of future PR professionals entering the field through internships, it’s important to understand how the practice has evolved.
As one example, PR practitioners today characteristically help clients create, shape, and nurture two-way relationships that benefit both the client and its stakeholders, whereas one-way relationships with media sources and traditional media coverage used to be the norm. The industry has undergone a sizable shift in added value with methodologies that encourage transparency, help clients communicate across new digital platforms, and build trust.
Yet, despite its recognized value, you may have heard myths about what PR is and what it is used for. Here, we will tackle three common myths:
MYTH 1: PR is just “spin” or manipulation
The idea that public relations is synonymous with spin persists at some level. A common but erroneous view is that PR professionals essentially “spin” or manipulate the truth to make an organization look good. While unscrupulous practitioners may have contributed to that view in the past, today the profession is recognized for encouraging authenticity and transparency in communication. People demand honest communication and will lose trust in brands or organizations if they feel they’re being deceived.
Good PR is about telling the organization’s story in a way that is appealing to the audience and, more importantly, accurate. What it isn’t is hiding the truth. The PR professional’s goal is to advocate for their clients. They strive to build trust by addressing crises openly, celebrating achievements, and fostering genuine engagement.
Trust and integrity have become PR’s most valuable assets in a world where a misleading story can go viral in seconds with potentially devastating consequences.
MYTH 2: PR is only for big companies
Another common view is that public relations services are “only for large companies.” However, a PR component is beneficial for organizations of all sizes, from small businesses to multinational corporations, nonprofits, and startups. Any business can benefit from PR services to build brand awareness and establish credibility, especially in highly competitive and saturated markets.
Small companies and nonprofits, most of which have tight budgets, can take advantage of PR services to help differentiate themselves, build a loyal base, and promote their organizations through earned media, social media, and community engagement.
With the right approach, strong PR can help even the smallest companies stand out.
MYTH 3: Social media makes PR obsolete
As social media gains increasing prominence in how organizations connect with their audiences and where they consume their information, some view traditional PR as irrelevant or invaluable, but this couldn’t be further from the truth.
Companies may predominantly use either social media or public relations strategies or both in collaboration to achieve goals. Social media enables real-time engagement and direct communication, allowing the company to better control the message. These are advantages that can make social media practices more favored as a company grows its social media community. Public relations is a profession that focuses on building relationships. A well-rounded PR plan will take advantage of social media opportunities as part of an overall cohesive narrative that reflects an organization’s values, informs its stakeholders, and builds trust over time. Public relations strategies incorporate a host of methods to connect and build relationships in ways social media alone can’t facilitate.
Today, far from being obsolete, public relations and social media overlap and complement each other to help companies achieve their goals and navigate an increasingly digital-first world.