PR is one of the most misunderstood disciplines in the marketing department and many startup entrepreneurs and even veteran executives are quick to under estimate and under value it, or on the contrary, expect PR to solve all of their marketing needs all with just one email or press release.

In order to be successful in Public Relations, you need to grasp what it is, what it isn’t, and how it works and why. Otherwise, you’ll never be able to build the right team, determine the best strategies to amplify visibility and gain traction, or have the ability to effectively measure it.

And, for disclosure purposes, the following points are based on good PR and are highly summarized and simplified to get you thinking. As in anything, there’s more to the story. And, there are always those that do not represent PR in the best possible light. Keep in mind that those who do not practice PR effective are obvious when you know what to look for, and thankfully, they do not represent the entire industry.

1 . Understand what PR is and isn't.

All too often, businesses expect PR to perform miracles simply because they confuse it with advertising, online marketing, media buying, search marketing, etc. PR can't guarantee legitimate coverage in industry publications - no matter how tight the relationship. If PR promises it, then they're lying. I leverage relationships daily to consider stories that I package in a way that's most relevant to them. Most of the time it works because I take the time to make it valuable to respective markets. If I took advantage of my contacts to force coverage whenever I needed to deliver on a promise, then it would mark the beginning of the end of my relationships.

While I won't compare PR to each branch of marketing, I will say that PR IS NOT ADVERTISING. Reporters and bloggers don't stop what they're doing to write about your company, just because we send them a press release. They're bombarded by PR people all over the world. Stories are cultivated. If we respect them, do our homework, and help highlight the value of a story, coverage is imminent. If you want guaranteed exposure, buy an ad.

2. Don't undervalue PR.

PR, when done right, is extremely valuable to company branding, which has immeasurable benefits in the long haul. Customers have choices and if you're not consistently vying for their attention, it's pretty easy to fall off their radar screen when they evaluate options. Too many companies nickel and dime PR to the point of absurdity. Don't get me wrong. Expensive PR doesn't equal success. But short changing PR is usually a first step in the wrong direction.

3. PR is not a switch.

It doesn't go off and on whenever you have the time or budget to throw at it. The market moves too quickly, and if you're not actively participating in it, you'll quickly find that company sales and site traffic will begin a downward spiral that may or may not recover. Embrace it. Nurture it. Stick with it. PR is an inexpensive solution for gaining visibility within the market segments that matter to your business.

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