Misconceptions about Public Relations

An overseas financial services company looking to set up office in Australia approached us recently. The CEO wants to know how de2 Communications can help create awareness for the company, its executives and its products.


During the discussion, it became clear that at times and even at this level there are still misconceptions about what Public Relations (PR) is and its role in a company’s growth.

Here’s a few false impressions about PR:

1. Public Relations = Press Release

Many people (even some top company executives) think that Public Relations is all about writing and sending out press releases. And the more press releases they send to the media the more coverage they will get. Many companies churn out materials about new staff hires, office openings, new leases and other boring information, expecting the media to write about them.

The truth is Public Relations is more than writing and sending out press releases. In this age of instant and constant information, the media is more selective and discerning in the quality of information they get and write about. News and information need to be valuable, useful, helpful and interesting enough for the media as well as their target audience.

2. Public Relations is free publicity

Some companies spend hundreds of thousands or even millions of dollars in advertising. Yet they don’t have dedicated budget when it comes to PR. This misguided notion that PR is ‘free’ could sometimes cost companies more not only in terms of dollars but in tarnished reputation, particularly when a crisis hits.

The reality is Public Relations is and must be a vital component of a company’s overall strategy. A company needs an integrated Communications and Public Relations plan that anticipates the good, the bad and every situation in between.

3. Public Relations is not measurable

Somewhat related to the misconception that PR is free is the wrong impression that it is not measurable. While many companies like to think that their advertising spend is the only thing that drives sales, they don’t count Public Relations as a contributing factor to a company’s overall reputation and status. And without a positive reputation, no amount of advertising money can persuade people to buy from or to support a big spending company.

The fact is Public Relations is measurable. Its value and direct impact to a company’s reputation, perception and status is more important than any advertising.

At de2 Communications, we have delivered some outstanding results for clients who have seen their media coverage double, triple or even quadruple within a short period of time. The positive media coverage can directly be translated and measured in terms of the equivalent advertising dollar spend. In many cases these coverage equate to hundreds of thousands of dollars (if measured purely on advertising dollar cost).

But more importantly the positive media coverage directly impact the way a company is perceived by its various target audience including its clients, business partners, industry peers, governments and the media.

If you have any question or if you would like to discuss any of the PR ideas here, please contact us. We will be happy to explore the most appropriate PR strategy for you and your company. Visit us on: de2communications.com or email us: eva@de2communications.com or info@de2communications.com. You can also call us: +61 421 333 763