Public relations is an essential function in any industry, but it is often misrepresented or misunderstood. Many believe PR is about manipulating public perception or that only big corporations benefit from it, but the truth is far different. These misconceptions create confusion about what PR truly entails. In reality, PR is a strategic process rooted in ethical communication.
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Misconception 1

PR is Just About “Spin” 

The idea that PR is all about manipulation largely comes from its portrayal in the media. PR professionals are often depicted as “spin doctors” who twist narratives to benefit their clients. While PR does involve crisis management, it is not about deception.

“Early on in my career, I realized that part of my job was combatting the negative misconceptions of public relations,” said Lexie Savedge, public and media relations manager.  “I strive to do this in two ways: by continuously educating others on the intricacies of our day-to-day and by putting ethics at the forefront of every strategic decision made for our clients.” 

PR is about maintaining transparency, fostering positive relationships and shaping brand identity through ethical storytelling. While high-profile cases of unethical practice may shape public perception, the vast majority of PR professionals are committed to integrity and responsible communication as core principles of their work. 

PR is about trust, not tricks. 

The Public Relations Society of America (PRSA) defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Ethical PR professionals adhere to industry standards and work to build long-term trust between brands and their audiences.

Misconception 2

PR is Only for the Big Players

Many small businesses and startups believe PR is a luxury only Fortune 500 companies can afford. The misconception arises because large scale PR campaigns often receive the most visibility. However, PR is just as valuable for small businesses as it is for major corporations. 

PR is scalable, and many cost-effective strategies help small businesses gain visibility. Local media outreach, social media engagement, and influencer collaborations are all powerful tools that don’t require a massive budget. 

As Forbes states, “startups don’t need a massive launch of their brand or product, but they need to share their story and position their companies in the best light.” PR helps businesses of all sizes establish credibility and build relationships with their audiences, regardless of their budget. 

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PR is more than a tool for damage control or a privilege reserved for large corporations. It’s a strategic, ethical practice that helps businesses communicate their values, shape their brand identity and connect with the public. Whether for a startup or a Fortune 500 company, PR remains a powerful asset in an increasingly media-driven world.