In part one of our blog series on PR misconceptions, we looked at how the media has shaped the way the public sees our industry. But even within professional settings, PR is often misunderstood. Our goal is to set the record straight on what our work really involves.

“PR is not measurable.”

Some think PR is too abstract to be evaluated the way traditional marketing can be, with clear numbers and impressions. But that’s not the case. 

We measure the effectiveness of our campaigns in multiple ways, using tools like social media analytics, website SEO data and news monitoring platforms like MuckRack to create detailed reports.

And it's not just the hard numbers that matter. We also pay attention to softer metrics, like client feedback, audience engagement and overall brand awareness. PR isn’t just about broadcasting a message into the media void, it’s about creating a conversation. When people respond, interact and share, that’s real impact. 

“PR is interchangeable with advertising and marketing.”

PR and marketing can work well together, but that doesn’t make them the same thing. While PR can include paid media, its focus isn’t direct sales. It's to build reputation and trust.

Our public relations work often focuses on thought leadership, crisis management and corporate social responsibility. We can relay those messages through paid media campaigns to extend their reach. 

“Paid media enhances PR campaigns by guaranteeing placement of a client’s message directly in front of their target audience,” explains Marketing and Advertising Director Lauren Toner. “While media relations is a fantastic way to increase a client’s visibility, those placements are not promised. Allocating budget to paid placements ensures our client is seen.”

“There’s no such thing as bad publicity.”

This quote, often credited to P.T. Barnum, the "father of PR," refers to his use of publicity stunts. It might have worked in the 1800s during his time, but today’s PR is beyond just grabbing attention.

Misinformation, scandals and poorly handled crises can do real damage. At SMPR, we focus on telling real, meaningful stories about the work our clients do for their communities and audiences. Many of our team members hold Public Relations Society of America (PRSA) certifications, meaning we’re committed to the highest ethical standards. Our work is driven by delivering the right message to the right people in a meaningful and honest way.

Conclusion

At SMPR, we believe ethical, honest and strategic PR helps our clients authentically connect with their audiences. As a Florida-based agency with 25 years of experience, we know trust matters and we want to help our clients earn it.

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If you’re interested in optimizing your communications plan, SMPR is here to help. 

With a multigenerational team and 25 years of business, we specialize in cutting through the noise to help you connect with your audience.

Let us help you achieve your goals.

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