Why is PR so misunderstood?

PR is known by some as a confusing profession. From my own experiences, the managements understanding of the role of Public Relations can be one of the greatest pressures for most PR practitioners.

In the business world, the PR profession can be very misunderstood. Some seem to think it stands for press relations or press releases and that PR is just about representing the business in a positive light.

What is PR? It’s a process that involves research, analysis and feedback from publics/audiences.

The lines between Public Relations and Marketing appear to be getting blurred. You may have heard of the Four P’s of Marketing which are:

  • Product
  • Price
  • Place (Distribution)
  • Promotion

Some believe that public relations falls within the promotion part of the marketing mix. Public Relations is not just about protecting reputation, promoting a product or publicizing a company, as some may suggest. PR is much more than that, today’s PR can include social media, SEO, content marketing, branding, crisis communications and much more.

The future of PR

The profession is facing change. Social media platforms such as Facebook, Twitter, blogs, etc have resulted in this change. PR is no longer about traditional media alone. PR should use all kinds of media that are best suited to the target audience.

Monitoring media coverage still plays a vital role, as well as building credibility and earning trust. PR is about great storytelling and creating a share-able experience, whilst engaging with your audience.

Why do you think PR is so misunderstood?


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