Many businesses have some type of public relations strategy. Few maximize it. 

One of the most valuable yet underutilized facets of effectively scaling a business, PR can be a powerhouse for increasing visibility, credibility, awareness and thought leadership.  

It lays the groundwork for how prospective customers, partners and recruits perceive your brand before they even meet you — a powerful complement to the business's broader marketing strategy that pays dividends down the road. 

Despite its clear advantages, many organizations unintentionally miss out on PR's full value due to lingering misconceptions — or neglect it entirely — leading to missed opportunities that could've been the difference between influence and irrelevance. 

We're here to debunk those myths, so you can make smarter business decisions and start viewing PR as a game-changing strategy for growth. 

Myth #1: "PR Is Just Media Coverage"

Media outreach tends to be one of the most common aspects of PR, which is why many leaders assume it's the whole picture. In reality, this is just one approach within a more comprehensive strategy that includes: 

  • Thought Leadership: Establishing executives as authorities through owned, earned and shared communication channels (e.g., bylined articles for industry outlets, speaking engagements, podcast appearances, newsletters and social media content). 
  • Community Engagement: Pursuing high-profile community positions, such as board, committee and commission roles, and strengthening credibility through visible local involvement. 
  • Awards & Recognition: Strategically applying for both organization and individual honors that differentiate a company in a crowded marketplace, then leveraging wins across marketing channels year after year. 

Media relations still plays a critical role, of course. Strong relationships with journalists and newsroom savviness help relevant stories reach the right audiences, and recurring coverage positions a company as a reliable source. But remember, this is just one part of the puzzle. True PR excellence stems from coverage that integrates with other tactics to create a well-rounded strategy. 

Myth #2: "PR Is Only for Big Brands"

PR is for anyone trying to reach a target audience…and who isn't?  

Seeing household names showcased in glossy magazines or primetime news can make PR visibility seem like a luxury reserved for organizations with massive budgets. But PR is just as transformative for small and mid-sized businesses. 

Smaller companies need to gain initial credibility and trust before they stand out among larger competitors. PR helps them do exactly that, securing third-party validation that reaches people through avenues traditional marketing and advertising can't penetrate, no matter the spend. 

For a local business, success might look like a profile in the community newspaper or an industry trade publication. These placements often have a bigger impact than a feature in Oprah or USA Today would, because they speak directly to the folks who matter most to your bottom line. 

Most importantly, PR is scalable. You can flex it to fit virtually any growth stage, industry or budget — as long as you leverage it with consistency. PR requires momentum, whether that's a steady drumbeat of targeted media coverage or a consistent showcase of award wins year to year. 

Myth #3: "PR Can't Be Measured"

It's true that PR doesn't produce the same click-and-convert data as advertising, but that doesn't mean it's unmeasurable. PR can be tracked with metrics tailored to a company's objectives, such as: 

  • Engagement & Perception: Measure where your experts are featured, how often they are cited and on which topics. It can also be advantageous to track sentiment and share of voice, especially around complex issues with multiple points of view. 
  • Awareness: To understand reach, track how many people see and interact with your story, from estimated views on news sites to website referral traffic or event attendance. Key message pickup can also show whether your efforts were effectively communicated. 
  • Credibility: Gauge the consistency and impact of your recognitions. Metrics could include media mentions, message pull through, backlinking, referral traffic, competitor comparisons and alignment with business objectives. These indicators demonstrate a sustained track record of excellence and help quantify your influence. 
  • Online Exposure: Many PR initiatives directly impact visibility within SEO and GEO strategies. The domain authority of news sites as well as backlinks feed directly into digital initiatives.   

Vanity metrics, such as broad circulation figures without the context of estimated views, or outdated metrics like ad value equivalency (AVE), offer an incomplete view of the actual long-term results and return on investment of PR. 

More strategic approaches driven by greater context connect PR to bigger business goals, helping determine if your initiatives reach the right people while reinforcing key points aligned with targeted goals. Meaningful measurement connects outcomes to objectives; not just how far your message travels, but whether it's actually moving your business forward.  

Myth #4: "PR Delivers Instant Results"

Patience is a virtue when it comes to PR. You can't flip a switch to make one press release suddenly drive a flurry of new business. Instead, it's a long-term investment that builds trust, awareness and credibility over time — and the reward is worth the wait. 

This isn't to say early wins aren't possible. Just as marketing campaigns often have "low-hanging fruit" for quick conversions, PR offers similar opportunities to begin building momentum. Steady, thoughtful exposure like this creates the right visibility to support bigger, splashier opportunities, which can take months (or even years) to cultivate. 

For that reason, consistency is what makes PR so powerful. The goal isn't securing "a" headline, but several in the same outlets to convey yourself as a credible, sought-after voice. That sustained presence builds the kind of brand trust a one-off media hit couldn't achieve on its own. 

Myth #5: "I Don't Need PR"

Some businesses don't fully recognize what effective PR actually looks like or how it drives tangible impact. Others, particularly startups or nonprofits with lean budgets, might view it as optional. 

In reality, these businesses often have the most to gain. When your audience is highly specific or hard to reach, targeted PR becomes one of the few ways to effectively connect. 

Highly specialized companies can use it to demonstrate expertise in their field by securing trade publications and industry awards. Nonprofits can amplify their mission to attract donors through consistent community engagement. Even early-stage startups benefit, as PR helps validate their efforts among investors, partners and potential customers. 

Ultimately, stories exist in every business — regardless of the size, type, industry or location. What really matters is how and where you position them. 

If you've fallen victim to believing public relations is a quick-fix tool or a luxury for "the big guys," you may be preventing your organization from unlocking new opportunities for visibility.  

Our experts can help you discover the long-term benefits of public relations for business growth. Let's talk!