As Swifties would put it, PR has a big reputation.
Some think it’s all about chasing headlines. Others assume it’s just for big companies with deep pockets. And then there’s the idea that you can just “do some PR” and instantly go viral.
We’re here to clear things up. Because most of what people think of when they hear “PR” is wrong. Especially if you’re a founder or executive trying to get real visibility for your brand.
At its core, PR is about shaping the way people see and talk about your brand to build real credibility and brand awareness. And believe it or not, great PR is intentional, strategic, and totally accessible — even for growing brands.
Let’s unpack three of the biggest PR myths we hear all the time — and what actually works.
Myth #1: “PR Is Just Press Releases”
This is all too common.
A company might write a press release, send it out through a wire service, and then wait — hoping something, anything, will happen. Maybe a journalist will bite. Maybe it’ll magically go viral. Maybe someone important will notice.
But effective PR doesn’t rely on maybes. If you think PR is just about blasting out a press release and hoping someone picks it up, you’re missing 90% of the picture. Real PR is strategic. It’s about shaping your message before anyone else does. It’s not just about getting coverage — it’s about controlling the narrative.
That’s why we don’t start with the press release. We start with the story.
We ask (among many other questions):
- What message do you want to be known for?
- Who are you trying to reach?
- Where does your audience get their news, inspiration, or industry updates?
- What’s the hook that makes your story timely, relevant, or impactful?
From there, we build a tailored plan to get your story seen and heard — not once, but consistently. That could look like:
- Securing local and national TV segments
- Planning PR-driven events or community activations that make headlines
- Pitching thought leadership content to industry-specific outlets
- Leveraging social media and influencer relationships to amplify your message
Press releases are a great asset to call attention to newsworthy stories and raise brand awareness. But it’s just one tool in the toolbox. If your whole idea of PR is to “send a press release and see what happens,” then it’s time for a new plan.
Myth #2: “You Need a Huge Budget for PR.”
This one holds so many brands back.
There’s a common misconception that PR is only for the big players — the household names with six-figure retainers and entire departments dedicated to media relations. But that’s just not true. We work with a variety of clients, from smaller start-ups to bigger corporations.
You don’t need to spend big to be seen. What you need is creativity, consistency, and a strategic approach to what makes your brand worth sharing.
Some of our most successful campaigns didn’t involve flashy budgets. Instead, they leaned into:
- Local partnerships with nonprofits, community initiatives, or influencer relations
- Strategic media pitching to regional outlets
- Hosting small but mighty events that sparked media attention
- Telling stories that matter — especially ones tied to social impact, innovation, or community
The secret isn’t in the size of your spend. It’s in how well you understand what your audience and the media cares about. If you can show how your story fits into a larger conversation, you’re already ahead of the game.
Myth #3: “PR Guarantees Instant Results.”
We wish. But PR isn’t magic, it’s momentum.
This is a big one. We live in a world of instant gratification: likes, clicks, shares, views. So it’s easy to assume PR works the same way. Send out a pitch and boom — coverage, fame, virality. Right?
Not quite.
PR is a long-term play. It’s about building relationships, shaping perception, and becoming a consistent, credible voice in your space. That doesn’t happen overnight, and that’s a good thing.
Brands that win at PR understand the power of showing up regularly and intentionally. That means:
- Maintaining an active social media presence that reinforces your message
- Speaking at conferences or local community events
- Publishing helpful or inspiring thought leadership content
- Building media relationships over time, not just when you need something
If you’re only thinking short-term, you’re going to miss the incredible results that happens when your brand becomes recognizable — not just once, but over and over again.
What’s the Takeaway?
If you want overnight results from sending off a last minute press release, PR may not be for you.
Public relations isn’t a quick fix or one-off project. It’s strategic communication that builds brand trust, drives awareness, and creates lasting credibility for your business. It’s the slow burn that keeps your brand top-of-mind — not just for your target audience, but for media, partners, and future collaborators.
In short, it’s a long-term plan. But when it’s done right, it changes everything for brands.
So, who is PR for?
- For brands with a story that deserves to be heard.
- For companies that know credibility isn’t bought — it’s built.
- For the movers, makers, disruptors, and community shapers.
- For teams that are done playing it small.
- For businesses looking to grow their visibility and reputation.
- For leaders who want to shape how their brand is seen, not leave it up to chance.
If this sounds like you, let’s talk. Your brand deserves to be seen, heard, and remembered for years to come, and the right PR can do just that!
