Public Relations often gets lost in translation. It’s one of the most misunderstood aspects of marketing, yet it plays a critical role in shaping perception, building awareness, and driving momentum for your brand. As PR practitioners, we frequently encounter misconceptions that blur the lines between what PR is—and what it isn’t.

At Junipr, we believe in educating our clients and peers to set realistic expectations and ensure strategic alignment. Here are five common PR myths we’re setting straight:
 

1. “We Guarantee Coverage”

Spoiler: No one can truly guarantee earned media coverage. The media landscape is ever-changing, and news cycles can shift in an instant. If someone is promising guaranteed placements, it likely involves paid opportunities—which can be valuable when used transparently and strategically. Bottom line: set clear KPIs early and remember, real PR is earned, not bought.
 

2. “All Press is Good Press”

Let’s put this tired phrase to rest. While buzz is good, negative press can be a long-lasting reputational setback. Good press builds credibility; bad press can take years to recover from. Invest in proactive communications and reputation management to start strong and stay strong.
 

3. “PR Directly Drives Sales”

Public Relations is a top-of-funnel strategy—it builds visibility, credibility, and buzz. While PR isn’t a direct-sales lever, it plays a crucial supporting role in the customer journey. Trackable outcomes like web traffic spikes or increased branded search after a media placement can show PR’s indirect value.
 

4. “It’s All About Impressions”

Impressions are only part of the story. They’re often calculated inconsistently across agencies and don’t tell you much about impact. That’s why we encourage setting both quantitative and qualitative KPIs. Measurement should be transparent, consistent, and aligned with your bigger marketing goals.
 

5. “Placements Happen Overnight”

Media placements take time. Behind every headline is a thoughtful process—strategy, content development, relationship building, and follow-ups. PR is like filling a sink with water: if you turn the faucet on and off, progress is slow. But with consistent flow, results fill up faster and more effectively.
 
At Junipr, we don’t believe in fluff or false promises. We believe in smart, strategic PR that earns its place at the table.