5 common myths that could be killing your PR efforts

If you’re saying (or even thinking) any of these things, better recalibrate your mindset

Here are five myths about public relations—or misconceptions, mistakes and shaky assumptions business owners make at their own peril:

1. “PR is a waste of money.” Truth is, positive publicity is a fundamental growth element, and without it your customer base will never expand. Business owners can easily forget that even customer word-of-mouth is actually good publicity by another name. If your small business has a reservoir of good will, what steps are you taking to capitalize on that? It’s not just the obvious attention-getting opportunities that count. Skilled publicists know how to identify and seize openings for publicity that the busy entrepreneur may not see, the way a smart accountant knows how to maximize deductions.