Myths and Facts: Busting the myths about PR and Comms

Let’s bust a few myths about PR and comms. 

We’ve all heard them. 

“Anyone can do comms.” 
“It’s all about getting news coverage.” 
“PR is just spin.” 

They’re catchy. They’re memorable. 

They’re also wrong. 

That’s why PRINZ created a light-hearted campaign aimed at dispelling some of the myths out there. 

Public relations and communications professionals are just that – professionals. 

They bring specialist skills, qualifications, experience and judgement to help organisations build trust, navigate change, communicate ethically and make better governance and management decisions. Much of that work happens behind the scenes, which means it’s not always seen or well understood. 

This campaign tackles some of the most common myths about PR and comms in Aotearoa New Zealand and explains what’s really behind the profession. 

Because great communication isn’t just about making organisations look good. It’s about helping organisations do better, explain better and earn trust. 

So, if you’ve ever believed one of these myths… you can learn more below. 

About this campaign 

PRINZ is championing the value of ethical public relations and professional communications in Aotearoa New Zealand. 

Our members told us that strengthening the reputation of the profession and addressing common misconceptions are among the most important issues facing our industry today.  

This is one way we’re helping change the conversation – one myth at a time. 

Myth 1: Can you ‘comms this’ for us? 

Fact: Communication isn’t something you sprinkle on at the end. 

The best communicators get involved early. They help shape decisions, identify risks, understand stakeholders and make sure the right conversations happen before the work is announced.  

Myth 2: Comms person needed. How hard can it be? 

Fact: Professional communication is a specialist profession. 

Yet sometimes organisations expect one “comms person” to be a unicorn – strategist, writer, marketer, social media specialist and designer all rolled into one. 

Great communication takes skill and experience. It draws on strategy, planning, research, writing, relationship management, behavioural insight, governance, issues management and ethics. 

Great communicators don’t just know what to say. They know why it matters, who needs to hear it and how to achieve the right outcome. 

Myth 3: Anyone can do comms. 

Fact: Everyone communicates. Professional communicators help organisations communicate effectively. 

They bring strategic thinking, audience insight, sound judgement and ethical decision-making to every conversation. They help leaders navigate complexity, manage reputation, build trust and connect with the people who matter. 

Myth 4: Comms people just do newsletters and posters. 

Fact: Sure, communicators create content. But that’s only a small part of the job. 

Professional communicators also develop strategy, advise leaders, manage issues and crises, engage stakeholders, support organisational change and help organisations build trust every day.  

Myth 5: PR is just news coverage. 

Fact: Yes, news coverage is one part of the job. 

But today’s PR and comms professionals advise leaders, prepare organisations for crises, support organisational change, engage communities, influence public policy and help organisations earn trust over time. 

Myth 6: AI will replace comms. 

Fact: AI is a powerful tool, but it isn’t a communications professional. 

It can’t replace human judgement, ethics, relationships or the ability to understand context, culture and community. Great communication still depends on people who know how to listen, think critically and make informed decisions. 

Myth 7: PR is just spin. 

Fact: If it’s spin, it isn’t PR. 

Professional public relations and communications is built on ethics, transparency and trust. Practitioners help organisations communicate honestly, explain difficult decisions and build understanding with the people who matter most. 

Sometimes that means sharing good news. Sometimes it means helping organisations own their mistakes and communicate openly. Either way, credibility and honesty always comes first.