Although we’ve been plying our trade for more than 15 years now, it never ceases to amaze us just how many people have misconceptions about PR and how many clients still have misguided expectations of what we can and cannot do as a public relations agency.

Perhaps the most common misunderstanding that we find is that clients somehow think that we personally know every journalist and every single publication across the country.

So when it comes to setting about our work, they believe it’s simply a case of waving our wand and using our connections and, as if by magic, they will instantly become the centre of media attention.

But, contrary to how many people perceive it, our job is about making sure that we provide journalists with something of genuine news value and ensuring that they also feel the same way about our output too.

Another problem that we frequently encounter is very much in the same vein. And this is that clients often forget that what is important to them may not necessarily be particularly important to their target magazine or newspaper.

It is important to remember that the fundamental objective of any journalist is to deliver stories that interest their readers.

So if a client is looking to use a publication to simply promote their marketing messages, rather than raise public awareness about their business or organisation, then they can expect little chance of a positive response unless they are instead prepared to spend somewhat significantly more on advertising.

Another source of frustration in our work is when we work exceptionally hard to pitch a story, only to find that our client is unavailable for a photocall, comment or interview.

A PR opportunity can come up at a moment’s notice, which is why we consistently remind our clients to make themselves readily available to journalists and ensure that they provide a mobile number so that they can be contacted very quickly and easily.

And finally, far too many clients see PR as a tap that they can turn on and off whenever they feel like it and think that one or two appearances in the media will guarantee almost overnight success.

So if you’re reading this blog and are considering using public relations to complement your marketing strategy, it is worth bearing in mind that PR is a process that gradually builds up awareness and correspondingly brings success gradually over time.

And if you’re reading this as a fellow public relations professional, you’re no doubt already aware of many of these client preconceptions, but now at least feel that you’re not alone.