Web of lies or Paradise?

Dissecting misconceptions and challenges in the field of Public Relations

Zheanne Claire S. Gabertan

BA-302
Public Relations Writing and Program Planning
 Public Relations is a set of techniques and strategies that manages how information about
a person or company gets distributed to the public and media (Hayes, 2022). Through its different
strategies and demand, it is undeniable that Public Relations is a craft that needs skills, knowledge,
and determination to survive in the industry (Maryville University, 2022).
To have an effective PR, whether it be for an individual or company, communication is
always part of the process and is vital for success. Public Relations professionals must effectively
communicate to make the client understand what they intend to communicate and make an impact
to their minds for a positive brand positioning (Juneja, P., n.d.).
Despite the delicate process and skills needed, public relations has always been put on
pedestal both by audiences and other practitioners in the communication field. In its history,
misconception started in the industry within itself, just like PT Barnum, the grandfather of modern
day public relations, stated that “I don’t care what people say about me as long as they say
something”. Though it was not clarified if Barnum uttered such words, the quotation still made it
within the PR industry and was somewhat embedded into the culture of public relations.
Such culture and boldness gathered from the quotation alone made it possible for some of
the next generation of PR practitioners to use this kind of method for clients and companies they’re
representing. Hence, “spins and lies” was a second name given to PR, by media partners and also
by the audiences, as professionals within the field are willing to do anything to get people to talk
about them (Leigh, R., 2017). Misconception about the industry runs deep, often mistaking that
PR equals to events, writing only press releases, and stating that the industry does not need money.
Through the lens of a professional who has been in the industry for a long time, it is an eye-opener,
that even in the twentieth century, with technology around us, that this kind of conception is still
circulating about the PR Industry (JirehConsult, 2020).
As given names and misconception continues to pile up in the PR industry, its current and
leading professionals in the industry continues to give people a glimpse of the reality behind their
works and how public relations work in different fields. With the general knowledge of
disseminating information to clients and audiences, Public Relations also have different fields of
expertise, having their own strategies and goals, combine that with the needed skills, PR
practitioners strive to deliver a successful and effective output for marketers and clients. Such
fields consists of: Media Relations, Production Relations, Investor Relations, Internal Relations,
Government Relations, Community Relations, and Customer Relations (Hayes, 2022).
 Despite numerous articles, interviews, and scholarly books published nearly 70% of the
public still does not trust PR practitioners due to the reputation that known professionals have
established in the field (Griggs, I., & Aron, I., 2022). More than this, 62% admit that they do not
know what PR truly is, while 27% believes that PR is the same as marketing. A meager 5% admits
that they would like their kids to join the field of PR (Hickman, A., 2019).
For others, PR is solely meant to release news that makes clients or companies they are
working for look good in the public eye. Little do they know, behind each speech, curated event,
or even a new launch of a product, is a team of hardworking individuals possessing exemptional
skills and producing ideas that will enrapture the eyes of audiences and bring profit for clients and
companies they represent. PR is also one of the reasons on why brands, products, and services are
sticking into your mind, a result in which they have delivered the intended message they want you
to understand, hence making it possible for you to remember it. However, due to its nature of
working behind the scenes, numerous misconceptions have sprouted, casting shadow on the true
nature of what Public Relations practitioners are really doing and their importance to any client
and company in this world.
Upon the general statement from inside and outside the industry, backed up by statistics, it
is evident that this paper must highlight, study, and analyze the misconceptions around public
relations, the challenges they are facing and how it is possible for them to overcome the obstacles
they are facing.
Based on the readings of Chartered Public Relations: Lessons from Expert Practitioners
by Waddington, S., (2015) and Myths of PR: All Publicity is Good Publicity and Other Popular
Misconceptions by Leigh, R., (2017) this paper will seek what was truly going on inside the public
relations field.
After analyzing and studying, only then we will be able to clear the challenges and
misconceptions that the public has around the PR field and its practitioners. That such profession
isn’t just simply about writing and making others look good, but building relations with clients
and that every output is meticulously created with the skills that PR practitioners are possessing.
Ignorance Gap
In the scholarly book of Waddington, S., (2015) he was able to point out that there was an
ignorance gap from within the PR field itself. Which means that some of the people who enter the
PR world does not know its technicalities and how important they are in building relationships and
having communication between a marketer and a client. Such ignorance gap comes from within
the communication field who decides to switch their career and work for PR. As writing is one of
the strong suites of public relations, most of the people entering with little to no knowledge are
journalists. According to an article by Dan, G., (n.d.) he has realized that PR professionals are one
of the smartest people he has worked with due to the course of work they have. They are not merely
writers, they are storytellers, and have a keen eye when it comes to design and graphics. Coming
from Dan itself, he called the PR world the “dark side” of communications due to having no
knowledge of the nature of PR.
This is only one of the instances, wherein even with media partners, ignorance about the
PR field is still rampant. But how does it looks like inside the industry itself? In the paper of
Waddington, he was able to show how PR employees of one company still has no clue on what is
the true nature of their work and their importance in every field. As a PR practitioner, having an
effective communication with your peers and teammates is important to provide an exceptional
output to your clients. But it also the core in building relationship with your audiences and make
them buy your story as a marketer. However, the PR employees of the company admitted that they
have little to no knowledge on the functions of their work. Due to this, they were not able to
communicate properly to their own clients and audiences what aid does, what it can and should
do, what it can achieve and the impact of their campaign to the audiences lives (Waddington, S.,
2015).
Even with careful planning and an excellent idea, failure to deliver the intended message
to your target audiences will guarantee that your PR move will be invisible to others. As a result,
a small number of clients and audiences of the company only knew that such campaign exists.
It is disheartening to know that even with years of working in the industry, some PR
professional still does not know their true function towards the company and clients. Due to this,
Waddington (2015) has supplied that understanding the needs to communicate is essential and to
demonstrate evidence for a more strategic and effective PR move for future clients.
PR is not all about media relations
In the eyes of the general public, working in PR simply means giving news and updates to
partner media outlets to get the spotlight and let people talk about your product, services, or even
brand. It is true that media is an important aspect of public relations as it helps the intended
message to be disseminated on a wider scale and reach more of the marketers client. They may be
dependent with each other, but PR is not all about media relations.
In fact, media is just one of the channels that PR uses in their daily function for what they
are representing. Public Relations care and looks into building relationships between companies,
organizations, stakeholders, and even clients (Roolf, 2017). It is all about closing the gap between
them and making it possible for their clients to buy their stories and products. To do that, pr firms
and practitioners will contact their media partners in hopes of getting the information to their
audiences as fast as possible. As writing is one of the core foundations of PR stated by Waddington
(2015) it is important to note that pr professionals are the one who shapes the messages, the content
comes from them, and the connection that you feel is all due to their skills and effective
communication to clients. Pair this up by connecting with the right media outlet, then you have a
megaphone that will attract your current and future clients (Roolf, 2017).
Even those who has worked in the industry for a long time, this kind of misconception still
circulates in the field. JirehConsult (2020) stated that the general public thinks PR is only meant
for writing press release—which is also one of the media relations that PR does. Not knowing the
fact that doing a press release requires so much work, from thinking of the concept, approach,
speech etc.
Aside from media relations and press releases as one of the outlets for PR industry,
connection with influencers, journalists, and interpreters are important for pr professionals as their
names and affiliations has the potential to garner clients and build indirect relationships with the
company by partnering with them (Waddington, S., 2015).
In hindsight, PR uses a variety of channels and ways to build relationships and gather
audiences for their clients and companies they are working for. Everything you see by these people
talking about a certain product or services, whether it be on televisions, social media, or print, it is
a work of pr, enticing you to listen to their story by buying their products and services.
High Expectations
Public Relations professions has always been large and hands-on with the clients and
audiences they are focusing on. Media partners and the people who are switching into the field
industry are discovering just how large and demanding is the work of PR. CommSights (2019)
wrote that clients and companies have high expectations on public relations practitioners to
perform and give out amazing results. Expecting professionals to give out outstanding works
within a limited budget, not realizing that a simple pr work can cost a thousand dollars or pesos
just to make it possible for the client and target audience.
JirehConsult (2020) also pointed out that the general public has this notion that PR is cheap
or free. Due to this misconception, there is no proper allocation of budget to PR projects which
can result into failed projects and no return of income to businesses and companies. CommSights
(2019) also pointed out that despite budget constraints and unrealistic expectations, pr
professionals will have to stretch what their skills can do on the given budget to give a successful
result.
In an article by Prowly (2022) it is stated that clients often does not realize what is involved
in addressing their needs, unlike pr professionals who knows the scale and up to what they can do.
This predicament is also one of the reasons why PR projects are stalled and lengthy discussion
between clients and pr professionals are happening. Anika Jackson, CEO and founder of Anika
PR shared that “when clients see other successful pitch to our other clients, they expect immediate
results and gets upset when it doesn’t happen”. There is no such thing as one-size-fits all,
especially in the Public relations world, where clients goals, mission, and even target audiences
differ from one another. Hence, the reason why pr professionals are always pitching in new ideas
and strategies that fit in to the image of the brand and company they are hired into. Anika has also
insisted that what may have worked years ago will not work today, now that the realities of the
media and digital world is constantly changing.
Andrea B. Clement, head of Clem.co LLC Media, stated that “PR not an overnight, and
one-time effort that can be done” With unrealistic expectation combined with limited budgets,
Andrea told Prowly that she does not take in such clients, preferring to not have a painful stand-
off regarding what will work with their business or brand. She also shared that PR work is a
marathon and not a sprint, taking months and even years, to build relationship and connection with
the clients target audience.
PR is all about “spins and lies”
Outside the industry, PR is classified as a profession filled with spin, smokescreens, and
lies. And this three words has been deeply embedded to the minds of the people due to people
associated in the PR industry in UK (Leigh, 2017). Namely Alastair Campbell, Max Clifford, and
former Prime Minister David Cameron, all who became part of PR and communications field (pp.
6). Whenever she was asked what her job is, the immediate response will be cluelessness and “PR
professionals lie for a living.” Leigh has admitted that the second response, for the most part is
the fault of professionals within the pr industry. They hide behind their clients just like they want
to, making it harder for outsiders to know the true nature of pr work and who is the one behind
such successful campaigns, product launching, events etc (pp. 6-4). Tracy Clement, an experience
PR professional, wrote that “good PR should be invisible” a notion that Leigh disagrees with
including me.
There is nothing wrong in wanting your client to have the attention of their target audience,
after all PR’s are hired for them to do that. However, the culture of being behind the scenes and
acting all mysterious led to people having misconceptions about PR and continues years of not
correcting it has given the industry the nickname of spin, taking the truth and presenting it in a
way that suits the clients agenda (pp. 6-5). Throughout the 1990s and 2000s, Max Clifford has
perpetuated the idea that he is a PR guru, connotating a negative image in the industry, while he
barely represents it even though he appeared on-screen and print media on a daily basis (pp. 7-4).
Such action from Clifford resulted into people thinking that PR professionals trade in
salaciousness, and that lying is part of his job. Practitioners are also quick to correct others by
saying that Clifford is a ‘publicist’ and that his actions does not represent what PR is.
Unfortunately, it will be difficult, at that time to make people understand that Public Relations is
honorable and is far from the notion that they lie for a living.
The Public Relations world is full of constant pressure not only from clients but also from
the target audiences. Working behind the scenes also has disadvantages to PR practitioners, there
is a little to no recognition to their works, and a massive web of lies and misconceptions are spread
by people years ago, the industry itself, and even the general public.
In a Web of Lies, there is Beauty, and Paradise
The world of Public Relations is to others, a place full of mystery, daring you to enter, and
being ensnared to the so called ‘web of lies’. Truly, a devastating image the industry has taken
through the words and actions of Clifford and the likes of him. A man who barely represents the
PR industry but presents himself haughtily in front of cameras and other news media, instilling on
the minds of the general public, that Public Relations professional only use audiences to fit the
desired narratives of their clients. It is apparent that the emergence of technology and new media
in the 1990s and 2000s while making the general public understand the functions of PR will be a
stand-off just like how it is with prey and predators. Prey, representing PR practitioners, is seen
weak and reputation thrown down the drain by misconceptions. Predators, which are the general
public, salivating over the fact that these professionals are deemed liars, doing their work solely
for money, and making assumptions that PR do not care about creating relationship with them. It
is chaos, but inside the misinterpreted web of lies is a paradise filled with the skills and talents of
PR practitioners.
Fast-forward into the 21st century, people are slowly understanding what is the true nature
of Public Relations, though the numbers are on the lower side, improvement is there compared
from previous generations. PR is not solely about providing press release of writing articles that
will fit the narratives of the client of company they are working for. Public Relations is all about
building relationship with the audiences through different tactics and strategies, ensuring that
people will be drawn in like a moth to a specific product or service. PR professionals are intense
and creative people who will pitch the best ideas they have formulated to help their clients be
successful on their business, campaigns, etc.
As the paper was able to analyze and discussed the challenges within the PR world, here
are some of the recommendations that could help in eliminating misconceptions about the industry:
• Re-educate PR professionals on what is their purpose and main goal in entering
these intense field. Make them understand that they are working to build
relationship with a person, group of people, and even communities through their
outputs.
• Communication is a must between Public Relations practitioners. It is important
that they must still maintain an effective communication to produce ideas that
is achievable to the clients’ needs. Additionally, it will also prevent any mishaps
 in disseminating the intended message they have for their clients audiences
which will result into a successful PR campaign or work.
• Make clients understand that a pitch from previous clients will not necessarily
work for them as they have different goals and target audiences. Time and
media world change constantly, hence the ideas pitched to them will have to
follow it for them to have their return of investment.
• Lastly, it may be hard but as PR professionals we must continue to dispel other’s
people misconceptions about us as liars, manipulators, and money hungry
people. Webinars and School partnerships are already happening and numerous
students are starting to understand their function and how important they are in
the corporate world. Most of all, let us cut the strings that the web of lies has
trapped us in and show the public our works, how it came to life, and how
people was able to form a relationship with a brand, product, or services they
have worked for.

The Public Relations world is a beautiful world with excellent minds and skills of different
people mashed into one firm or team. And if we continue to view them as the people who build
the bridges we have with different companies and products, we will be able to understand the
amount of work they have in making it happen. In conclusion, we are already halfway there in
making the Public Relations field retain its old glory, a few more push towards the right direction
and the misconceptions, challenges, and lies will be diminished like how a web of lies is easily
destroyed.
 References

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the industry. PR Week. https://www.prweek.com/article/1339167/pr-dock-nearly-70-per-cent-

general-public-does-not-trust-industry

CommSights. (2019, November 26). 6 Problems With Public Relations In Today's World.

https://www.commsights.com/problems-with-public-relations-today/

Dan, G. (2021, February 17). 3 Reasons Reporters Should Switch to PR. Matter.

https://www.matternow.com/blog/3-reasons-reporters-should-switch-to-pr/

Hayes, A. (2022, July 4). What Is PR and Why Is It Important to Business? Public Relations (PR).

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Leigh, R. (2017). Myths of PR : All Publicity Is Good Publicity and Other Popular Misconceptions.
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Magazine. https://prowly.com/magazine/pr-challenges/

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https://www.managementstudyguide.com/public-relation-skills.htm

Roolf, A. J. (2021, December 15). Public Relations vs. Media Relations: Understanding the Difference.

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understanding-difference/
What Is Public Relations? | The Meaning of PR. (2021, January 11). Maryville Online.
https://online.maryville.edu/blog/what-is-pr-a-guide-to-understanding-public-relations/
Waddington, S. (2015). Chartered Public Relations : Lessons From Expert Practitioners. Kogan Page.
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