Students often imagine working in a press office as a series of glamorous events and socializing with celebrities.

However, the reality is a far cry from what is shown in TV shows. Here are the most common misconceptions young specialists have that we encounter:

“Journalists are waiting for our news”

Many believe that simply writing a text and sending it to an editorial office is enough to get published. In reality, a journalist's inbox is flooded with hundreds of releases. The work of a press office involves finding a unique angle and knowing how to “sell” a story to a specific outlet, taking its niche into account.

“PR is all about creativity”

Creativity is vital, but 80% of the time in a press office is spent on routine: daily media monitoring, analytics, maintaining contact databases, preparing reports, and double-checking every comma with legal teams or management. This job is about discipline, not just inspiration.

“The press release is the primary tool”

Young professionals are often obsessed with writing texts. In modern communications, the traditional press release is slowly dying out. Today, a press office must be able to work with influencers, package data into infographics, and adapt content for various platforms.

“The main thing is to organize a party”

A press event (such as a press conference or a media breakfast) is not an end in itself. Beginners often measure success by the amount of coffee consumed by guests rather than the quality and reach of the resulting media coverage.

“The press office can hide any negative news”

There is a myth that a PR specialist’s job is “covering tracks” or distorting facts. In reality, a professional press office builds relationships based on trust. Trying to deceive a journalist or answering with “no comment” during a crisis is a surefire way to destroy a brand's reputation forever.

“Personal connections solve everything”

Being friends with a journalist helps you be heard, but it won’t force them to publish a boring or overly promotional story. Professionalism and the quality of your content always take precedence over personal sympathies.

At "Pioneer," we teach students to view press office operations as a strategic business function where success is measured by data and its impact on reputation, rather than the number of buffets attended.