Four current myths about public relations

Traditional public relations is still one of the best bets for reaching specific audiences with powerful credible messaging. To be successful today there are four popular myths to dispel. Myth #1: All I have to do is issue a press release. Not true. While a press release is basic, it has to satisfy both you and the media, never an easy task. It further has to have good placement and distribution strategy. Myth #2: Some of the most important journalists are my friends. Maybe so, but see what happens when you give them a non-story, or old story or when damaging or critical information about you comes their way No matter what, journalists must always be treated carefully. Myth #3: If a reporter calls me about my business I should answer totally and truthfully. If you must respond, then of course respond truthfully, but not necessarily totally. You are under no obligation to discuss your business. It could be damaging. Better to consult with a publicist and perhaps a lawyer, depending on the circumstances. Myth #4: Traditional media is not worthy worrying about. Social media is everything. Many real estate professionals disagree with that statement. They see concrete results from stories or quotes in The New York Times, New York Real Estate Journal, or any other credible media. Let us not forget that the media still has the standards and editorial control that make them very credible and influential. You can post that coverage on your website and be proud. Harry Zlokower is the president of Zlokower Company and the 2012 president of the New York Chapter of the Public Relations Society of America, New York, N.Y.