By Darren Gilbert

We started the PR myth series last month (May 2016) with a look at the Any Press is Good Press myth. This week, it’s all about another common myth – PR is all about glitz and glamour. Of course, it’s a little more complicated than that.

Where does this myth come from?

When it comes to finding the origin of this belief, Nicolette Waterford, owner of Waterford Communications believes it comes from the idea that people think PR is similar to party planning.

“Characters like Samantha Jones from Sex in the City and Eddy from Absolutely Fabulous did not help to debunk this myth, sipping champagne, interacting with the rich and famous and dressed in designer clothes,” says Waterford. “This is not ‘real life’ PR.”

Keri-Ann Stanton, managing partner at Engage Joe Public agrees, attributing it to Eddy’s co-star Patsy, as well as Max Clifford and all the other celebrity publicists who walk the red carpet instead of making way for their clients.

As for Eugene Mametse of Seven Colors Communication, the myth has to do with the media and perceptions that have been created. “Many a time when we pitch stories to the media, we pitch a celebrity client based on their readership and appeal. However, media practitioners are quick to respond if the client is not beautiful enough or doesn’t have a large following on social media.”

This, in turn, perpetuates the stereotype that only beautiful people can grace magazine covers as they appeal to the glitz persona.

What is the reality of this myth?

The reality, as Waterford points out, is that the glitz and glamour is all for show. “99.9% of any event is the behind the scenes planning and, trust me, that is not glamorous,” she points out.

“Being a publicist means spending lots of time behind your computer and on the phone,” she adds. “It’s about conceptualising ideas; involves a lot of strategic thinking and problem solving; [and] most of all… relationship building.”

Unfortunately, the “boobs ‘n balloons clients [do] exist”, says Stanton. They’re just not the ones that Engage Joe Public indulges. “We prefer hard core business challenges. Real business challenges that require real research to uncover real insights that allow us to put solutions on the table that let us prove our purpose of growing brand belief.”

“Even when I do host a glitzy affair, I am ‘working’ – albeit often with a glass of wine in hand,” says Waterford. “I’m always ready to make a note, or accommodate that last minute dietary requirement, or even crawling around in a cocktail dress looking for a plug point to charge a journalist’s phone.”

How can this myth be dispelled?

Stanton has no doubt that this myth is real. In fact, it’s one that is perpetuated over and over again in the industry. But she also believes that there is a place for it.

“Some marketers and clients want the pages of coverage and the flash of (hired) cameras,” she says. “Others that are truly committed to growth know that another event, or another media drop or another influencer campaign will not make them look like astute, innovative marketers.”

Waterford agrees: “Public Relations is not about glamour. If you want to make anyone look glamorous, it should be your clients.” She also points out that most PR’s don’t want to be in the spotlight.

For Mametse, it’s about having conversations on the perceptions that hover around the PR industry. “We need to continue creating conversations around these perceptions whilst driving and steering stimulating conversations about the authenticity of the PR industry instead of dressing it up and fuelling perceptions.

What are your thoughts on this myth? Do you agree or disagree? Tell us in the comments below.