Five Common Misconceptions Busted & Five Fun Facts
In this short video, Stir's senior leadership challenge assumptions about PR. They explore how PR can shape organisational narratives and foster meaningful connections for brands.
To find out more about how Stir can support your brand, visit our PR services page.
5 Common Misconceptions:
PR Is Only for Big Corporations
"PR isn't solely reserved for mammoth corporations with hefty budgets," says Polly Atherton, Managing Director.
This is one of the most persistent myths in the industry. Businesses of all sizes can benefit from a well-executed PR strategy. In fact, for smaller brands, a well-placed story can punch well above its weight.
PR Is About Achieving Viral Fame
Alishia Chitolie, Director, says PR requires patience. "It isn't about viral fame; to build brand equity, PR should take a long-term strategic approach."
Sustainable reputation-building is a marathon, not a sprint. Chasing viral moments can distract from the consistent effort that lasting brand equity requires.
PR Cannot Be Measured Effectively
"PR can be measured effectively to show commercial value," says Anna Craven, Associate Director. She shares insight into Stir's unique measurement framework for brand partners.
This approach connects PR activity directly to tangible business outcomes. From share of voice to sentiment analysis, modern PR measurement has become increasingly sophisticated.
PR Is a Bolt-On to Other Disciplines
Richard Thairdt, Head of Creative, challenges the notion of "PR as a bolt-on."
He underscores its integral role in comprehensive brand strategies. PR can even serve as the lead creative force for a campaign. When PR leads, campaigns tend to feel more authentic, human, and culturally relevant.
PR Is Just About Media Relations
"PR isn't just about media relations," says Jessica Bottomley, Senior Account Director and Client Services Lead.
The discipline spans community engagement, thought leadership, content strategy, and much more. Today's PR professionals are as likely to be shaping owned content as pitching to journalists.
5 PR Fun Facts:
1. PR Is One of the Oldest Communication Disciplines
The roots of modern PR can be traced to the early 20th century. Edward Bernays — widely referred to as the father of public relations — opened his first PR firm in New York in 1919. He published Crystallizing Public Opinion in 1923, considered the first major text on PR theory.
Bernays applied psychological principles from his uncle, Sigmund Freud, to understand and influence public behaviour. He lived to the age of 103, remaining an active voice in the profession well into his later years.
2. Earned Media Is More Trusted Than Paid Advertising
Research consistently shows that consumers place greater trust in editorial coverage than in paid advertising. According to Nielsen's Global Trust in Advertising Survey, editorial content ranks among the most trusted advertising formats globally, alongside personal recommendations and consumer reviews.
Meanwhile, all forms of traditional paid advertising — TV, print, digital, and radio — show a significant trust deficit with consumers. This makes PR a uniquely powerful tool for building long-term brand credibility. Trust, once earned through consistent PR activity, is also far harder for competitors to replicate.
3. PR and SEO Are More Closely Linked Than Many Realise
Quality media coverage generates backlinks from authoritative websites, which can meaningfully boost a brand's search rankings. Google treats links from reputable news sources as strong signals of a site's trustworthiness and relevance.
This means a single well-placed article can deliver long-term organic search benefits. Integrated PR and digital strategies consistently outperform siloed approaches. For brands investing in both disciplines, the combined effect can significantly reduce reliance on paid search.
4. A Single Well-Placed Story Can Shift Public Perception
Strategic media placement in the right publication can reach a highly targeted, influential audience quickly. PR professionals understand that it isn't just about reach — it's about reaching the right people.
A story in an industry-leading title can shift perception among buyers, investors, and talent simultaneously. This kind of earned credibility would cost considerably more to achieve through paid channels alone.
5. PR Professionals Wear an Extraordinary Number of Hats
From crisis communications to influencer relations, event management, and thought leadership, the role is highly varied. PR practitioners must be skilled writers, strategic thinkers, relationship builders, and quick-thinking problem solvers.
The rise of digital and social media has expanded the PR remit further still. Today's PR professionals often work closely with SEO, content, and paid media teams to deliver integrated results.
No two days in PR are ever quite the same. Find out how Stir's team can help your brand.