Busting the top 10 PR myths: It's not all press releases and parties

Based on the questions and comments we sometimes receive, I believe public relations (PR) is one of the most misunderstood professions in Malaysia.

So, to mark World PR Day, celebrated today, here are the top 10 common misconceptions about the PR profession – particularly in the Malaysian context.

Myth 1: You only need PR if you have a crisis Truth: PR is so much more than firefighting. It’s strategic and proactive. Crisis communication is just one chapter in the book.

Myth 2: PR is about having good media contacts Truth: Yes, contacts may open doors, but it’s sound PR strategy that keeps you in the room.

Myth 3: PR writes good news releases and speeches Truth: Good writing skills are certainly a prerequisite in the PR profession. However, PR plays a much more strategic role – creating the overall narrative that moves people, changes perception, and shapes brand image. In today’s landscape, the PR repertoire also includes crafting storyboards for videos, scripts for podcasts and radio, and social media posts.

Myth 4: PR gets you guaranteed media attendance at events Truth: There’s no such thing as guaranteed media attendance – unless you have a paid media, advertorial, or branded content arrangement. Post-Covid-19, media houses run lean teams and cannot cover every event in town. PR professionals advise clients on strategy to optimise brand messaging and editorial coverage, and recommend the most effective media options.

Myth 5: PR is engaged after deciding on the strategy and the event Truth: PR should be involved from the very beginning. It’s an integral part of strategy, and offers valuable insight on key messages, angles, relevance, and stakeholder engagement.

Myth 6: PR are “spin doctors” Truth: I feel insulted when people say that. As far as I’m concerned, “spin” is unethical. PR professionals deal in truth, clarity and trust – not smoke and mirrors.

Myth 7: PR can help cover up issues and problems Truth: PR is about reputation management. In today’s digital and real-time world, covering up an issue is nearly impossible. PR works proactively to identify vulnerabilities early and address them responsibly – with accountability and corrective action.

Myth 8: PR can provide immediate image boosting Truth: PR is a long-term effort. There are no quick fixes. Trust the process.

Myth 9: PR is like event management Truth: No, it’s not. PR makes your event matter. It’s not about buns, cakes, or balloons – it’s about messaging and relevance.

And finally, when I interview intern candidates and fresh graduates I always ask, “Why did you decide to study PR?” and I get this answer sometimes:

Myth 10: I decided to study PR because I love meeting people Truth: I’m often tempted to respond, “If you like meeting people, please wait at a train station.”

PR is strategic. It’s about listening, thinking, and impact. Key PR disciplines include stakeholder engagement, corporate communication, environmental, social and governance (ESG), crisis communication, internal communication, investor relations, community relations, and social media.

In today’s digital world – with content overload, shrinking attention spans (some say just eight seconds), and editorial media coverage increasingly difficult to secure without paid placements – PR, when employed strategically, can deliver great value.

Effective PR enhances brand reputation, builds trust, manages crises, and improves communication – ultimately strengthening stakeholder relationships and helping organisations meet their goals.

To all PR practitioners – whether in-house or in consultancy – happy World PR Day. Turn off your phone for a couple of hours and take your team out for lunch today. You’ve earned it.

The views expressed here are the personal opinion of the writer and do not necessarily represent that of Twentytwo13.