8 Media & Communications Myths I’m Tired of Debunking

An incomplete list, just for you!

The internet is rife with communications, marketing, and PR falsehoods—often peddled by influencers who have never had to clear copy with legal or explain an editorial “no” to a client.

What follows is an incomplete list of claims I hear that are fake.

My day job is running a firm that advises advocacy groups, think tanks, and impact-litigation organizations. I’m fortunate to work with serious, ethical people doing consequential work—and they, like anyone investing in communications, deserve a clear-eyed understanding of how this actually functions.

The good news: there are effective ways to build a brand. And, they don’t involve gimmicks or influencer mythology.

As always: not all of this applies everywhere, 100% of the time. There are exceptions that prove the rule, and exceptions to the exceptions.

8 Communications & Media Myths

1.) “Communications and media professionals place stories.”

We are not mafia members calling in hits.

We create what is (hopefully) a strong press release, compliance doesn’t obliterate it, we develop talking points, and we pitch the story to journalists and editors.

Those journalists then talk to their editor—or their editor’s editor—who decides whether the story runs. Then, we follow up when there are relevant updates.

True story- my most successful press release was sent to a media list of about 30 reporters (I built the list using Google, Twitter, and elbow grease), and within 24 hours we had 3 national stories.

2.) “PR people use their connections to get stories.”

Also false.

A good story, told clearly, to the right reporters, is what gets coverage. Connections might get an email opened faster, but they don’t override editorial judgment.

My dear friend says, “We can get you a hearing, but we aren’t the judge.”

3.) “That PR firm/person can get Elon / Ezra Klein / Catturd to retweet us.”

Nope. Extremely rare.

First, we all know by now that no one, not God Himself, gets the current White House to do anything. The same is true for big online personalities.

What does work: consistency and building a brand over time.

True story: I once worked with one of the most respected crisis communications professionals in Washington. He has the personal cell numbers of some of the biggest names in media. Even he could not “call in a hit.”

We worked from the ground up, did the work, and the client was thrilled. I still have a NDA. ;)

4.) “We need a newswire.”

Maybe. But not how you think. A newswire is when a brand pays thousands of dollars to blast a news story onto certain sites. You kind of get instant placement but…

• It isn’t actual reporting

• You don’t get backlinks

• You don’t build trust with reporters

• 
  

There are use cases—earnings reports, very business-y announcements—but that’s about it.

5.) “Hiring an entry-level comms or social media person will grow our followers.”

Not automatically.

The days of organic social media growth are mostly over. A good social media professional can help define your audience, brand voice, and messaging—but today’s landscape heavily favors paid social. Social media is a real skill set.

If someone promises “5,000 new followers in six months,” they’re talking about paid strategy.

Also: social media is a business skill. Hiring a “young person” because they “get it” is not a strategy. Some of the best social media experts I know are, like me, elderly and decrepit and over the age of 37.

6.) “Paid ads are too expensive for us.”

Absolutely not.

There is a lid for every pot. Not everyone needs a $15 million Super Bowl ad to “fight antisemitism.”

Niche and local outlets often offer paid placements for anywhere from $500 to $7,000 per week—and because they’re targeted, they may actually reach your audience.

7.) “A press release = coverage.”

A press release is a tool, not a strategy.

Sometimes press releases go nowhere. Don’t be discouraged!

They’re one of many ways to engage reporters including:

• Media statements

• Individual reporter outreach with updates

• Op-eds

• Sharing on social media

  
  

Most importantly: a press release must contain actual news like a major lawsuit, groundbreaking report, building a new research center, etc.

8.) “ Our website isn’t important.”

By not having a website or a newsletter sign up, you ensure that Mark Zuckerberg owns your audience- not you. Yes, you read that right. If you have 30,000 Facebook followers and no newsletter, you don’t really “own” that audience— the Zuck does.

You don’t need a $50,000, let alone a $150,000 website. You need a decent “landing page” with room for updates, a brand description, and an easy way to sign up for news, donate, or learn more.

And make sure to post press release, media mentions, and updates on the website. When people go to your site, they can see all the great things you’ve been up to.

That’s it. 8 big misconceptions. Debunked, all right here.