“PR, does that stand for Press Release?”
Common comms misconceptions, and how to debunk them.
Struggling to communicate the value of PR to internal stakeholders? Amanda Francis, PR Account Director, is here to share some of her top tips on how to navigate common misconceptions.
Fox Agency recently spoke to in-house PR pros across the B2B technology industry to identify the key challenges they were grappling with. And one thing came through loud and clear; the comms function is deeply misunderstood in B2B businesses. Not only does this cause challenges in day-to-day operations, but it can also seriously undermine the impact of PR work.
Demonstrating the value of a PR approach is often the biggest challenge for public relations professionals. When PR is so frequently misunderstood, this can lead to it being undervalued, so comms leaders need to be fearless in recommending the right approach or recommending against a strategy that won’t support their needs.
But why do stakeholders undervalue it? In typically sales-dominated B2B businesses where success is demonstrated by traction and bottom line, PR is often seen as ‘tactical surround sound’ rather than strategic. The indirect, long-term nature of comms makes it hard to quantify in pipeline terms, especially when success isn’t easily tracked through standard attribution tools. Many execs come from technical or financial backgrounds and lack familiarity with how narrative, trust, and visibility drive growth. Without a clear link to business outcomes like market positioning, investor confidence, or hiring, comms is often then side-lined as something optional.
The businesses which will see the greatest impact are those where comms professionals work together with key stakeholders and work backwards – understanding and interrogating the commercial objective they want to achieve and building a PR strategy around this.
But when there’s a disconnect, how can comms leaders bring internal stakeholders on the journey? We’ve broken down some common misconceptions comms leaders come up against, and how to address them:
“PR, that’s just sending out press releases, isn’t it?”
Press releases are just one of many tactical elements that can be used in PR. The key is having something to say: new data, an event, a product launch to make the news newsworthy. When PR is misunderstood within business, press releases can be seen as the catch-all for any announcement. But unless you have something genuinely newsworthy to say, the content can be seen as self-serving and ultimately won’t drive the desired results – particularly with a shrinking and increasingly competitive media landscape. The key to navigating these press release requests is to interrogate the business goal behind it, and work with the individual or team to develop an approach which will drive the impact they are looking for – often without the need for a press release.
“PR is all about Media Relations”
While media relations is an important element of PR, it is part of a bigger picture. Strategic PR also includes crisis management, internal communication, thought leadership, social media, influencer outreach, and content strategy.
“PR is a one hit wonder”
If PR is only being considered when you’ve got something to say, then it’s already too late. Expertise doesn’t appear overnight, and credibility doesn’t come from a one-off announcement, it comes from presence, repetition, and familiarity. Building a drumbeat of visibility and awareness means when those big moments come, you will see greater impact.
“PR doesn’t drive ROI”
Measurement is a challenge the PR industry has long since grappled with, which has led to a belief that you can’t prove the value of PR and communications. But thanks to sophisticated tools and platforms, and the use of AI, real time data is easy to obtain, making communications more measurable than ever. Tracking engagement and sentiment demonstrates direct impact on brand perception, making PR a key function in driving top of funnel awareness and consideration.
PR and communications are a “nice to have”
When budgets are under pressure, there is a temptation to resort to lower funnel tactics to drive leads. But if brands neglect the top of the funnel, they are unlikely to see such great impact. With so much of the B2B buyer journey happening before a single touchpoint with sales (57-70% according to WBR Insights), businesses which don’t invest in building their brand and driving awareness will not see the same impact. Earned media plays a vital role in engaging and building trust with prospective customers. The power of credibility can’t be underestimated. Effective PR and communications build brand credibility and earns stakeholder confidence; critical to customer trust and long-term business growth.
“PR is just a reactive function”
When businesses solely use PR in response to a crisis or announcement, they are missing out on building crucial brand equity. A proactive PR strategy will shape narratives and drive engagement. This can shift perceptions, both internally and externally, driving long term value and loyalty and preparing the business for opportunities.
For brands to gain the competitive edge, build awareness and grow as a business, PR must be invested to help shift the dial.
