If you’re an author or a filmmaker, you know that PR + marketing is not an option.

PR is a necessity.

Only PR can reach your target market, establish your brand, and offer you the validation and credibility of being featured not as an ad or a social media post, but as a news story.

That said, PR is generally a very misunderstood process.

In all of marketing, public relations is the arena which is perhaps the most rife with misconceptions.

PR is not about parties, glitz, or red-carpet events. And when it comes to media coverage, perhaps the biggest PR myth around is that all media is good media.

Before I get to some of the biggest PR myths, let’s explore what PR is.

An effective PR campaign helps you develop a strategy, create a brand, define your message, identify your audience, maximize your communication, engage your audience, build loyalty, protect your reputation—and more. A PR campaign needs to be tailored to meet each client’s particular needs. It requires strategy, defined objectives, and teamwork.

That said, what are some of the biggest PR myths? Let’s start with perhaps the most obvious one:

  • “All media coverage is good media coverage.” That has been attributed to different individuals, but whoever said it was, in one word (and now days, perhaps more than ever): wrong!
  • “PR is all about glitz, schmoozing, and going to parties.” There might be some of that involved, then again, there might not. That is definitely not what defines a PR campaign.
  • “Traditional media is dead.” Wrong again. It is still the only form of marketing that offers you the validation, credibility, and trust factor of being featured as a news story, as opposed to an ad or social media post
  • “Publicity is free media.” That’s seldom the case. It generally takes investment as well as time, effort, and strategy. It is earned media, not free media.
  • “The more red-carpet events you attend, the better.” Now days it seems that every occasion, regardless how minor, is heralded with a red carpet event. If the event is for your project, fine. If it’s an A-list event, great. Otherwise, stay home, save your gas money and work on your PR story ideas.

So: definitely launch a PR campaign for your film or your book. Give it the best chance possible to succeed and find its audience.

But be smart about it.

Understand exactly what PR is and how it works.

The bottom line: Effective PR is effective storytelling!