As entrepreneurs or UAE company executives, have you ever questioned your beliefs when it comes to PR? And, worse, have you ever faced financial loss because you’ve received bad PR advice from peers and partners? To make sure your focus is where it should be, you should guard against unwarranted beliefs and practices.

Here are 6 PR myths which are sure to affect your pockets and your reputation:

1. Any publicity is good publicity. This is one of the most dangerous PR myths some believe in because it suggests that being heard of is the same as having a good reputation. In the old days, people only focused on publicity and advertising. Today, only thinking in these terms shows that you are far behind your times. As reputation management emerged as a field of study, more and more people became aware of the importance of managing one’s public appearance and communicating properly in the context of PR crises.

2. It’s easy to get media coverage if you’ve got the right product. This couldn’t be farther from the truth. While it is important to offer your customers a valuable product and a meaningful experience, that alone won’t get you on the first page of the most important business publications in the UAE, nor will it get you adequate media coverage at events. Word-of-mouth won’t do either, although it does help. On the other hand, PR experts specialize, among others, in media relations. Many of them actually have a background in the UAE media. As such, they are likely to have the right connections and the right communication strategies to pitch your stories properly and get you the coverage you want.

3. Hiring a UAE PR firm is expensive. While it may be true that PR agencies may sometimes cost you a lot, this doesn’t always have to be the case. As with other things, information is power. Getting the right information about your options can go a long way towards saving you money. For instance, Publiseek is a free resource you can use to get project proposals delivered at your virtual doorstep in one fast and easy step. All you need to do is to describe your project needs. In no time, you will receive and choose from up to 5 customized proposals from top PR providers across the UAE. And again, this is all free.

4. You can’t measure your ROI. There are some PR aspects you can measure, such as the number of media impressions you get over a certain period of time. However, there are many other qualitative aspects of PR that can give you a fairly good idea of how effective your PR investment really was. In fact, if you think that quantitative data is going to show you how effective your investment has been, you will miss out on a great deal of useful qualitative information which could otherwise help you improve your performance and your reputation.

5. PR means issuing press releases. Although press releases remain a key tool in PR, communication is now done via a host of channels. In fact, you would have to use at least two different communication channels to make sure your PR efforts bear fruit. These days, communicating via social media, such as Facebook, Twitter and Linkedin, is one of the main trends in PR. Also, blogs and YouTube or Vimeo videos are additional resources that effective PR experts rely on.

6. Once they hear about you, you’re there to stay. Lending an ear to this PR myth is unproductive because it can get you to compromise, over time, on the quality and the consistency of your output. Just because you’ve hit success once, it doesn’t mean your work is done. If you want to stay on top of your UAE competitors, you should do two things: maintain the quality and consistency of your work, and invest in an amazing UAE PR agency that is really able to showcase your performance.