Debunking one of the most common PR myths

When we’re talking to clients to forage for stories that might resonate with journalists, one of the common questions we ask them is: ‘What’s the biggest misconception about your industry?’

Journalists exist to inform the public, so identifying knowledge gaps – things the public might not know about an industry, sector or job – is a great starting point for any PR or communications operator to find stories.

But how would those of us in PR answer that same question ourselves?

For us, the biggest misconception about public relations is that stories in the media are ‘placed’.

The impression of many seems to be that PR operators have some special relationship with journalists where they can simply arrange for a story to appear in an outlet of choice.

This might happen in the shadier parts of the industry, but for a sustainable, authentic and consistent approach, it couldn’t be further from the truth.

There are two reasons media outlets won’t take promotional content from a PR company. Firstly, it’s rarely a genuinely good story, and they need to be providing their audiences with good stories to stay relevant. Secondly, most media companies get their revenue from advertising.

When it comes to earning mainstream media coverage, the value any good PR company will bring is twofold – a) being able to identify what will make a worthwhile story for a journalist and b) being able to bring together all the components of that story to make it an appealing prospect to take on.

Many people have heard of the term ‘earned media’, but the first word of that phrase often goes unappreciated.

Stories in the media are earned because a lot of work goes on behind the scenes to make it happen. Aside from a press release (which is crafted in a specific way to appeal to journalists), a number of additional elements are required to appeal to different mediums.

For example, to succeed on television, the story needs filming locations, case studies, a secondary voice, and usually, some sort of localised element.

Whereas for radio, stories need to be the type that might encourage listeners to call in and contribute, driving a conversation.

Print, online, B2B, social media, podcasts – they all have different needs and requirements.

By putting all these elements together, you are increasing the odds (but never guaranteeing) that the story will be picked up. By doing the extra work behind the scenes, you are earning the chance of coverage. That’s the value that PR professionals – particularly those with strong journalism experience – can bring.

So whether you’re doing your own PR, working with a PR company or just looking to engage one to share your message, remember that media coverage is always earned, and rarely placed.