If you’ve ever thought “PR is only for the big guys” or “I need a PR agency to get in the media,” you’re not alone—but you’re also not exactly right. PR Myth or Fact is a game I play often with potential clients. What you need to pursue public relations can be a mystery!
There’s a LOT of outdated (and straight-up wrong) information floating around about public relations, and it’s keeping a lot of small business owners stuck. So, I’m setting the record straight.
Let’s bust some myths!
Myth #1: “You need to hire a PR agency.”
PR can feel overwhelming, especially if you’re new to it. But guess what? You don’t need a fancy agency with a retainer the size of your monthly mortgage to get media coverage.
What you do need is a clear story, a strategy, and someone (maybe you?) who knows how to pitch it to the right people.
PR is way more accessible than most people think. In fact, I teach small biz owners how to land press themselves with no prior media experience and then I help them stay accountable. Yes, you can do this! DIY PR is achievable, you just need the right strategy.
Myth #2: “PR is the same thing as advertising.”
Repeat after me: PR is not advertising. (Now say it again.)
PR is earned. It’s about building relationships and credibility. It’s when someone else (like a journalist, editor, or podcast host) talks about how great you are. That third-party validation builds way more trust than an ad ever could.
Advertising says, “I paid to be here.”
PR says, “I earned this spotlight.”
They both have their place in a marketing strategy, but they are not the same thing.
Myth #3: “If you build it, the media will come.”
I wish this one were true.
But just because you launched your dream business, created a killer product, or wrote the next NYT bestseller does not mean the media is magically going to find you.
Journalists aren’t psychic, they’re busy. If you want coverage, you need to tell people you exist. Reach out, share your story, and show them why you’re relevant to their audience. That’s how PR works.
Myth #4: “You need a crisis or scandal to get media attention.”
Let’s just say it: you don’t need a disaster to be newsworthy.
Drama, or barges crashing into beaches if you’re in Vancouver, grabs headlines, but so do stories about creativity, resilience, purpose, and innovation. Human interest pieces, local business wins, helpful advice, and behind-the-scenes stories are all things journalists love.
So no, you don’t have to fake a meltdown or start a fire (please don’t) to be featured. Positive PR is powerful and very achievable.
Myth #5: “PR support has to be expensive.”
PR can be expensive but it doesn’t have to be. You can absolutely get meaningful media coverage on a small budget (or no budget at all). You just need the right tools, training, and strategy.
A well-crafted email pitch costs $0. A podcast guest spot? Also free. Being quoted as an expert? Free again. You don’t need to pour thousands into a campaign to get visible.
PR is about telling the right story to the right people at the right time. You can hire people to support you with that or you can do it yourself. A PR Power Hour can set you up to strategically pursue media hits that land, for an accessible cost far far below the big agencies.
Myth #6: “Everything needs a press release.”
I love a good press release (sometimes), but they are not required for everything.
In fact, for many small biz announcements, a personalized email pitch will go way further than a generic press release blasted out to 500 reporters.
So when does a press release make sense? Big launches, partnerships, events, or anything with hard news value. But if you’re trying to share a personal story, an expert opinion, or a seasonal tip, a thoughtful pitch is the way to go.
What Is PR?
PR is all about relationships, relevance, and reputation.
It’s how you get people talking about you for all the right reasons.
You don’t need a degree in communications. You don’t need to spend five figures a month. And you definitely don’t need to wait for the “perfect moment” to get started.
If you have a story, a voice, and a desire to grow your business through visibility, you’ve already got what it takes.
Don’t Let PR Myths Hold You Back
PR isn’t reserved for celebrity brands or corporate giants. It’s for the boutique candle maker. The life coach with a mission. The startup solving a real problem. It’s for you.
So stop waiting. Stop assuming it’s out of reach. And start telling your story because people out there want to hear it.
Still not sure what’s PR fact vs. fiction? Let’s bust the myths and build a strategy that actually works for your business.
Book a PR Power Hour: wintcommunications.com/pr-power-hour
