PR is the same thing as advertising. It is a one-off thing and does not have any impact on the growth of my business. We have heard this time and time again and these are just two of many misconceptions on the role of PR.

Small business executives use their industry expertise and focus their efforts on running and growing their small company. They are generally dedicated to issues relevant to networking and successfully managing the operations of the company. They may believe that being a small company, Public Relations is not an important part of the firm’s corporate growth strategy and think PR may be a waste of money.

Here are five public relations myths that you as a small business may have heard about and considered:

1.  PR is too expensive. It’s just like advertising.
If done correctly, a successful PR strategy can help support a small business by helping to generate exposure for the firm and its services among their target audience without breaking the bank. Yes, there are large firms out there that have hefty retainers, however, smaller more focused PR firms can help tailor a budget that meets the needs of a small business. Ask about three or six month retainers so as not to lock yourself into annual contracts. If a PR firm is not working out after three or six months, you have the option to get out without the commitment.

2.  I have nothing to say in the media.
There is always something to say. If you are out there networking with potential clients and taking part in presentations at conferences, you obviously have thoughts about what is going on within your industry and about your business. You may have a strong opinion about a particular issue relating to your industry or have a PowerPoint presentation that tells your story. This is all content that is marketable.

3.  PR cannot generate leads.
Positive exposure in the media can create a buzz around the firm and can have the potential of producing leads and contacts for your business. A targeted PR strategy should look to reach your audience with the right messages so that they readers can take action. The development of consistent coverage in the key media outlets that matter the most to your audience can result in more inquiries about your company and services.

4.  I can send out a press release and do the PR myself.
For some, this is a task that they have already attempted and the results may not have been worth the money they paid in distributing the press release over paid newswire. Although press releases are an important tool in getting out news on your company, one release per year will not cut it. Researching media contacts, media list development of relevant contacts, and following up with those contacts on a regular is an important part of a PR strategy.

5.  I do not have time to devote to PR.
Running a small business takes 100% of your time and a PR strategy, initially, would require some time commitment. This is true. However, once a strategy is in place, it can work like a well-oiled machine. The role of PR in a company’s strategy is not always an easy conversation to understand. PR is a service that requires experience in storytelling, relationship building and content development to position executives and their firms as credible sources and experienced professionals.

Once contacts have been made, relationships have been built and content has been developed, it’s up to the PR firm to push the process along and keep the momentum going.