For years Public Relations have mistakenly been identified with the people working at the entrances of nightclubs, as well as with all those who have many connections (hence the phrase commonly used "I do PR" or "I do Public Relations").
It is no surprise that the science of Public Relations is characterized by the presence of numerous myths and misconceptions. The most common of these are the following:
Publicity is always positive (any press is good press). The perception that any mention of the company (as long as, as Americans say, "the name is spelled correctly") has a positive impact is wrong. Under certain conditions, however, "bad press is good marketing" could apply. In 2014, black cab drivers protested in central London, against the "invasion" of Uber, resulting in a traffic jam. However, instead of affecting Uber negatively, there was an 850% increase in downloads of its app.
Public Relations are limited to press releases and press interviews. Both are undoubtedly important tools, but perhaps they are not suitable for all companies (the first is used extensively, while the second only when we have something significant to announce), which can turn to more modern tools.
If you catch the spotlight of publicity once, "you've hit the jackpot." Creating a viral video that will have countless "hits" or responding to a comment in a unique way, resulting in hundreds of shares, is not enough. It's like music. Countless bands had a hit and then disappeared. So, consistency is needed.
Publicity comes easily and without cost. In a highly competitive landscape, everyone tries to attract the spotlight of publicity, to be heard and to convey their message. Under these conditions, many efforts fall short. Today, many companies hire or collaborate with experienced Public Relations executives who know how the market works and especially social media.
Only former journalists are good enough for the job. Today, in internet era, communication with the public and the press can be handled by tools beyond the conventional ones such as the website, a blog, a forum, and social media. All of these could be managed by any PR executive regardless of their background.
Related articles to read: The Power of Social Media: How Dave Carroll's "United Breaks Guitars" Went Viral{alertInfo}