WHAT PUBLIC RELATIONS IS NOT?

By Peter Oyeneye

People talk so much about what Public Relations is. It is crucial to also consider what PR is not as a way of making more people understand what PR is.

1. PR is not just a means of distributing press releases, generating publicity or mere media relations. It covers the entire communication programme of an organisation. 

2. It is not free advertising. In fact, a lot of PR activities require much investment.

3. PR is not advertising. Advertising is more concerned with sales. PR leans more towards education, creation and maintenance of understanding.

4. PR is not marketing. But it is used to support marketing activities.

5. It is not journalism. But it uses journalism to reach its different publics.

6. It is not a mean of covering negative actions or poor performance. If properly and professionally applied, it will rather expose inefficiency.

7. It is not propaganda. While propaganda thrives on monologue, PR employs dialogue.

8. PR is not a means of overnight success.  It actually requires long working hours, creativity and dedication to achieve success.

9. It is not cheap. It requires much time, effort and money to build and maintain a good name, brand or reputation.