PR is More Art than Science

Public Relations is certainly more art than science.

The message a company intends to portray gets lost in translation to 48% of the mainstream media, according to a recent Message Gap Analysis from Global 100 companies study conducted by PR giant Burson-Marsteller. The US showed a 45% gap between the message a company wants to portray and the message the mainstream media portrays, while Europe had a 40% gap, Latin American had 53% and Asia-Pacific had 58%.

If you want to guarantee a specific message, buy an ad; there’s no room for interpretation or any adjustments. PR relies on journalists interpreting messages and weaving them in to their stories and agenda.

All the more reason you need a PR firm that “gets you”, crafts precise messaging and aims to minimize the gap and get your desired message across.