What PR really means and why people get it wrong

Have you ever wondered what PR actually means?

Today, the word PR is used so casually that people have started confusing the profession of Public Relations with completely different activities.

An Instagram influencer receives a box of free products and calls it a PR package. Someone managing a brand’s social media account is described as doing PR. And some people even believe PR stands for press release!

But are these things really the same?

Not quite. In fact, these are three of the biggest misconceptions about the public relations profession.

Free gifts are not professional PR packages

When Instagram influencers talk about receiving PR packages, they are usually referring to free products sent by brands.

It could be a beauty hamper, a collection of clothes, food products or a box of chocolates. The brand sends these gifts hoping the influencer will try them, review them or feature them on social media.

This is called influencer gifting or product seeding.

But professional PR packages mean something entirely different.

When a celebrity, entrepreneur, business or brand approaches a publicist for a PR package, they are looking to hire professional services. These could include media coverage, reputation building, brand positioning, publicity planning and strategic communication.

One involves receiving free products. The other involves paying for professional expertise.

A gift hamper is not a public relations strategy.

Digital marketing is not PR

Another common misunderstanding is that PR and digital marketing are the same thing.

They are not.

Digital marketers primarily work on online promotions, advertisements, website traffic, social media campaigns and generating customers.

Public relations professionals traditionally work with journalists, news editors and media organisations to build a client’s public image through credible news coverage and strategic communication.

For example, someone managing a celebrity’s Instagram account is doing social media management. Someone running online advertisements is doing digital marketing. Someone working with entertainment journalists to build the celebrity’s reputation through editorial coverage is doing media relations.

All three can help promote a celebrity or brand. But they are different jobs requiring different expertise.

Of course, modern PR can also include social media as part of its strategy. But that doesn’t mean every Instagram post or digital marketing campaign is PR.

Promoting something online and building its public reputation are not the same job.

PR does not mean press release

Here is another misconception that needs to disappear.

PR stands for Public Relations. It does not stand for Press Release.

A press release is simply a written announcement that PR professionals use to communicate news to journalists and publications.

For example, when a celebrity announces a new film, an entrepreneur launches a business or a company makes an important announcement, a publicist may prepare a press release and share it with relevant media organisations.

But writing a press release is only one part of public relations.

A publicist also works on deciding what stories should be told, how a client should be positioned, which journalists should be approached and how the client’s reputation can be strengthened over time.

A press release is something a PR professional writes. It is not what PR stands for.

So, what is real PR?

Public Relations is about building and managing the way people perceive an individual, business, brand or organisation.

It involves creating the right stories, communicating them effectively, building media relationships, earning credible coverage and protecting reputations.

It is not simply about getting someone’s name published somewhere. It is about making sure the right things are said about them, in the right places, for the right reasons.

The distinction is important, especially for anyone planning to hire a publicist or invest in professional publicity services.

Before choosing a PR agency, understand what you actually need. Do you want someone to send products to influencers, manage your social media or build your reputation through professional public relations?

These services may complement one another, but they are not interchangeable.

Remember this simple distinction:

• Influencer gifting means sending free products.
• Digital marketing means promoting through digital channels.
• A press release means communicating an announcement.
• Public Relations means strategically building relationships, reputation and credibility.

PR is not about confusing people with terminology. It is about helping people understand, trust and remember you.

And that is what makes it a profession, not just another promotional activity.