5 Common Misconceptions about the Digital PR Trade

Most people have many misconceptions about public relations (PR), especially as things are going digital. For some, PR is all about instant fame, even through questionable means. But when we have these expectations, this impacts your relationship with your PR agency.


We’re here to debunk some of the most common myths about Digital PR, to set the record straight.

  • PR Professionals Are Spin Doctors


Most media depict PR professionals as spin-doctors, handling crises encountered by brands with ease. However, this is only one aspect of the job. PR is about honing in on your brand and creating strategies to improve or save it.


The sad reality is, even PR cannot fully save a brand with a negative reputation. Instead, PR professionals look for ways to improve or mitigate any negative feedback. These strategies will help you maintain a good reputation with your audience.


These days, PR is vital to the age of social media. With the information travelling at a faster speed, there is much more need for PR professionals to stay on top of things.

  • Digital PR and Advertising Are the Same Thing


Many believe that Digital PR and Advertising have the same deliverables. And while they are both important for a brand to have, they couldn’t be more different. It is true that one can influence the other, however, PR has slightly more incalculable deliverables.


Most advertising data can be analysed – behavioural patterns, reach, demographics. PR is about telling a story, and it impacts things such as SEO. It shapes how the audience perceives your brand, be it through articles or any other type of collateral.

  • Digital PR Is Merely About Press Releases


Although it tells a story, PR isn’t simply about press releases. For decades, press releases have been a widely-used PR strategy by many brands. However, a holistic PR plan should include an editorial calendar that encompasses months worth of content. 


Content curation for your editorial calendar should have a purpose. How well do you plan out your influencer marketing, guest posts, social media content? Each strategy should have a specific target audience and an intention. Are you rolling out a new line for the holidays, for instance? How does your content reflect this?

  • PR Is Only for the Rich and Famous


Contrary to popular belief, PR does not only benefit the rich and famous. It isn’t merely a way for you to become famous overnight–PR is something every brand needs. 


From small boutique agencies to underdog companies, you need PR to help you build your reputation and identity. Cultivating stories about your brand will help improve media perception and add a personal touch to your messages.

  • Nobody Uses Traditional PR Anymore


Another common misconception is that people don’t really use traditional PR anymore. But this is certainly not the case. Although print is not as common as more digital forms of PR, traditional media is still present.


Many publications, news outlets and magazines have made the shift to online. Still, the same rules of traditional media apply. Your PR professional and reporters still operate the same as with traditional media. 




Digital PR is a crucial component of every business. It helps you connect to your audience in a way that is different from advertising. Not only that, but it will help you build and maintain a good reputation among your audience, publications and the industry as a whole.


Let Routes 4 Media help build your brand’s story. We are a digital PR agency in London dedicated to helping you get results through creative, targeted media buying and data-driven analysis. Contact us today!


Leave a Reply