PR is one of the most misunderstood parts of marketing. Part of the reason is that it looks simple from the outside: you send news, and media writes about it. The reality is different, and the gap between the two is where many brands lose money and patience.
Here are five beliefs we hear almost every week, and what is actually true.
Myth 1: PR is just paid articles
Paid placements exist, and they have their uses. But they are advertising with a different layout, and readers increasingly recognise them.
Real PR is earned. A journalist chooses to cover your story because it is useful to their readers, and an editor decides whether it runs. That independent judgement is the whole point. It is why a news story about your brand carries more weight than anything you say about yourself.
"Organic PR focuses on earning editorial attention through newsworthy stories, relevant pitches and professional engagement with journalists. Paid media coverage, by contrast, involves sponsored content or paid publication arrangements. Both can have a place in a broader communication strategy, but they serve different purposes and should be clearly distinguished. Businesses should understand the nature of each placement and evaluate its relevance to their communication objectives rather than judging PR solely by the number of published articles."
— Shivam Mishra, Co-Founder, Amigos Media
Myth 2: One press release will make us famous
A single announcement can bring a burst of attention, but it fades within days. Reputation is built through repetition: a founder interview this month, an industry comment next month, a feature after that.
PR compounds. Each piece of coverage makes the next one easier, because journalists now recognise your name and your spokesperson. Brands that treat PR as a one-time event rarely see that effect.
Mani Khanna, who leads content and strategy at Amigos Media, sees the same pattern on social media:
"One of the most common mistakes is prioritising the volume of content over its relevance. Brands often focus on the number of posts or followers without asking whether their communication addresses the audience's needs. An effective social media strategy begins with understanding the target audience, defining clear objectives and developing content that delivers value. Consistency matters, but consistency without a clear strategy rarely produces sustainable results."
— Mani Khanna, AVP – Content and Strategy, Amigos Media
Myth 3: PR is only for big brands
Large companies have bigger budgets, but they do not have a monopoly on good stories. Journalists are often more interested in a startup solving a real problem, a founder with an unusual path, or a regional business growing in a market the big players ignore.
What matters is not size. It is whether you have something new, useful or surprising to say, and whether you can back it up.
Myth 4: Coverage should bring instant sales
It sometimes does, but that is not what PR is built for. PR builds trust and discoverability. It shapes what people find when they search your name, what investors read before a meeting, and what a hesitant customer sees before they buy.
Sales follow credibility, usually with a delay. Judge PR on the quality of coverage, who it reaches, and how your brand is perceived over months, not on the orders that arrived the next morning.
Myth 5: We can control what gets written
You control the story you tell. You do not control the story a journalist writes. They may add context, include a competitor, or ask a question you would rather avoid.
This is why preparation matters. Clear facts, a well-briefed spokesperson and honest answers make it far more likely the final story reflects what you meant. Trying to dictate the article usually ends with no article at all.
The bottom line
PR works best when brands stop treating it as advertising they cannot quite control, and start treating it as a long-term investment in credibility. Get the expectations right, and the results tend to follow.
Which of these have you heard in your own team?