20 things PR is NOT
It is important for PR pros to educate others about what it can do for organizations, and that means telling people what PR isn’t.
This means explaining how our work benefits bottom-line goals. Part of this is showing and telling people what PR is and isn’t.
Here is a quick checklist of what PR is not:
1. The department whose sole purpose is to write, edit, and hawk press releases.
2. The business function whose only raison d’etre is publicity.
3. A business function that deals with the media and/or bloggers and NOTHING else.
4. A way to get free advertising—pure and simple.
5. Ever guaranteed to generate coverage.
6. Ever 100 percent controllable.
7. A profession filled entirely with unctuous jackasses.
8. Journalism’s peon.
9. A highly scientific discipline.
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