Are these misconceptions or true?

1. Top PR Misconceptions
Accordingto the technologyPRprofessionalssurveyedthe top 10 executivemisconceptionsaboutwhat
theydo were:(5& 6 were tied)
1. Pressreleasesgeneratesmediacoverage –Directoutreachto targetmediaand1:1 briefings
drive meaningful coverage. PRisnot a shootand forgetprocess
2. Publicrelationsdoesnotaffectrevenue–PR can have major impactsonrevenue bothpositive
and negative.JustlookatVolkswagen
3. Publicrelationsprofessionalscanmake reportersedittheir storiesonce they've beenpublished
– PRstaff cannot change the newsafterthe fact, youonlyget one shotto sell the rightstory.
4. Publicrelationsisonlymediarelations –PR effectseveryaseverywaypeople thinkandperceive
your company,itiswhat createsword-of-mouth,itdrivessocial mediaanditdrivesbrandas
much as productqualityandcapabilities
5. Publicrelationsdoesnotrequirespecificindustryknowledge –Everyindustryhasitsonly
language,vocabularyandvernacular,if yourPRpeople can’tspeak,thentheycan’thelpyour
company.
6. Publicrelationsisthe same asadvertising –PRis abouthave a conversationwithyourmarket,
advertisingisawarenessof yourbrand
7. Publicrelationsshould be treatedseparatelyfrominvestorrelations –Your investorsare not
your customers,don’tmake the mistake of thinkingtheywantorneedtohear the same things
8. Publicrelationsisfree –Nothingisfree inbusinessandthatincludesPR, the ROi ismeasuredin
the qualityof impressionsyourmake onyourtarget audience,social mediagrowthandthe
increase inyourbrandsgood will inthe market
9. Publicrelationsshouldbe treatedseparatelyfromindustryanalystrelations –The role of
industryanalystistovalidate yourPRmessage,make sure theyare singingthe same song.
10. Social mediaisn’trelevant –Social mediaisthe “franca lingua”of the next100 years. The
powerof these channelsisirrefutable,social mediaisthe deliveryverychannelof todayand
future.