And some brands will try to bury their sins under the floorboards of social media clout and splashy websites. But a lucky few of us, including and especially you, dear reader, will see right through after reading this.

Marketing and communications myths cost organizations time, money, and credibility. I advise advocacy groups, think tanks, and impact-litigation organizations on how media relations, press strategy, and brand building actually work. This piece breaks down common misconceptions about PR, media placement, social media growth, and press releases, and explains what drives real results in today’s communications landscape.