The truth about PR: What people believe vs What really drives earned media

By Judith Silva

Public relations is one of the most talked-about parts of marketing and communications, yet it remains one of the least understood. Many people see the final outcome: a headline, an interview, a burst of coverage, without seeing the strategy, judgement and newsroom navigation behind it.

That lack of visibility leads to confusion about what PR does, where it sits, and what it can realistically deliver. It also explains why PR is often mistaken for marketing, advertising, or a quick way to generate attention.

So, we created The truth about PR, a simple way to break down the most common beliefs about earned media and explain the reality behind them. Whether you’re new to PR or have worked with agencies for years, these insights give a clearer picture of how coverage is earned and why it matters.

So where does PR actually sit: marketing or communications?

This is one of the most common questions we hear, and the confusion is understandable.

PR sits within communications. Its core role is to build reputation, credibility and trust. That includes earned media, thought leadership, advocacy, issues management and how an organisation shows up in public conversations.

Marketing, on the other hand, focuses on driving demand. It uses paid and owned channels to build awareness, consideration and sales.

PR supports marketing by strengthening it. Earned media provides third-party validation and credibility, making marketing messages land with more trust.

A simple way to think about it is this:

·       Marketing asks people to choose you.

·       PR helps people trust you.

The two work best together, but they are not the same. When PR is treated as a long-term communications strategy rather than a quick promotional tool, it becomes one of the most powerful drivers of credibility a brand can have.

Belief vs Reality: What people get wrong about PR

Belief 1: PR guarantees media coverage.

Reality: It doesn’t and no one can.

Journalists choose what runs. PR strengthens your story, timing and relevance so you have the best chance, but the final decision always sits with the newsroom.

Belief 2: A media release is all you need.

Reality: A release is just the starting point.

Newsrooms respond to more than a piece of writing. They look for relevance, visuals, interview access, credible data and a hook that fits the current news cycle.

Belief 3: The media will publish your message exactly as written.

Reality: Journalists shape the story.

PR provides the angle, talent and context, but journalists will always write in their own voice and according to their editorial standards.

Belief 4: Coverage should happen straight away.

Reality: Lead times vary.

Some stories move fast. Others take days or weeks. PR is about timing, persistence and knowing when an angle is most likely to land.

Belief 5: Sending news to every journalist boosts your chances.

Reality: Broad blasts get ignored.

Effective PR is targeted. It’s tailored to a journalist’s beat, audience and style, and sent at the right moment with the right context.

Belief 6: You only need PR when something big is happening.

Reality: Consistency builds credibility.

Regular storytelling helps audiences understand who you are and gives journalists a strong foundation to work from when major news does break.

Belief 7: Every business update is a news story.

Reality: Not everything is newsworthy.

PR identifies which updates have impact, novelty or broader community relevance and which are better suited to owned channels such as your website, social media or EDMs.

Belief 8: PR and advertising work the same way.

Reality: They really don’t. They serve different purposes.

Advertising is paid, controlled and immediate. Earned media is independent and editorial. PR helps build trust because your story is validated by a third party.

Belief 9: Reach is the most important measure of success.

Reality: Quality matters more than size.

A smaller piece in the right outlet, with strong message pull-through and the right audience, can be far more valuable than a large splash with little relevance.

Belief 10: Journalists exist to promote your brand.

Reality: Journalists inform the public.

PR works when your story genuinely adds value to a conversation. The more your message helps journalists do their job, the stronger your coverage will be.

Why understanding the reality matters

When businesses understand how earned media actually works, expectations become clearer, decisions become smarter and the results become stronger.

You begin to see PR not as a quick hit, but as a long-term strategy built on preparation, relevance and timing. You treat your story as something that needs shaping rather than simply sending. And you start to invest in ongoing visibility, not one-off moments.

That’s when PR becomes powerful.

That’s when PR becomes one of the most trusted tools in your communications mix.

That’s the truth about PR.

Every business has a story worth telling. If you want help shaping yours for the media, start a conversation with us.