There are many aspiring publicists who are either ill- or misinformed about the intricacies of the PR industry. Although many believe it to be a glamorized industry in which its employees only dress fashionably and spend their time promote organizations, there is much more for its trainees to learn.
“There’s no such thing as bad publicity.”
It may be easy to believe that as a publicist, any exposure you can give to give to a client would be beneficial. This could not be further from the truth. If any negative content stains your clients, it could potentially lead to trouble.
Public relations is defined by press releases and press conferences.
Your responsibilities as a publicist should never be confined to press releases/conferences. Press releases were not meant to be used constantly. If they were, they would prove to be ineffective methods of promotion for a famous figure, business, etc. If press conferences were held too often, their frequency would drive away reporters.
One successful project will guarantee success thereafter.
With so much information being fed through media outlets, it is easier than one might think for one promotion to quickly be forgotten. These projects may garner attention for one moment, but the next, you’ll be expected to continue releasing content.
Competition hardly exists in the public relations field.
In a media-dominated society, everyone is attempting to become noticed in some way. Because of this, it is essential that you gain as much experience as possible before beginning your career as a publicist. You may find it helpful to write for newspaper publications or even work as a radio host in order to make yourself a suitable candidate for the position.
Only disreputable products, people, and organizations need positive exposure.
Not only will the promotion of unsatisfactory products make you appear untrustworthy, consumers will believe every product you endorse to be a foolish purchase. Instead of devoting all of your energy to the “bad” of your lineup, devote more of your energy to the best you have to offer.
Public relations entails the manipulation of the press to support your vision.
Telling journalists to ignore a story or event would hint to them that you are attempting to hide something scandalous--something worth the public’s attention. Public relations involves effective communication between the parties you consult with, so avoid mentioning anything suspicious.
Disgraced journalists are the only people qualified to work in PR.
On the contrary, organizations and other clients understand that the ability to foster favorable relations with the press and public is a great advantage. As such, anyone educated in the public relations field is welcome to contribute their skills to a firm. There is no license or other certification required to be a publicist.
Public relations is nothing but propaganda and deception.
Although it is easy to see PR as a communication strategy that is used to fool people, it does not involve deception, nor is it propaganda. Propaganda is generally used by government bodies who encourage people to act unfavorably to support a cause. Additionally, those who create propaganda appeal to fear to manipulate their audience. Deception involves lying to manipulate others. PR is neither of these. PR calls to mind the positive qualities of a person or organization.
The shift of a PR job is the length of any other job.
PR is a demanding career--one that demands more of your time and energy than any other profession. New information about your clients will be released constantly, and it is up to you to ensure that none of it is or leads to negative press coverage. You will also be responsible for using new strategies to promote even more of your clientele.
PR and advertising are synonymous.
The main difference between the two fields lies in the fact that advertisers have more power to decide who will see their ads when, and that ads are content that is paid for to “announce” a product’s existence. Public relations, however, involves creating publicity for someone or something, which increases peoples’ brand awareness. It does not require consumers to purchase anything.
With so many sources of information providing a skewed view of the public relations field, one can easily lose sight of the respectability of the profession. It may seem to be another form of advertising--another means of generating a profit--but it is much more than that. As I mentioned previously, publicists create positive media coverage for businesses, organizations, and people of importance. This sort of exposure is highly sought and can lead many to learn about something that can benefit your community. Continue to pursue your career in public relations; it is much more rewarding than you may believe.