Top PR Myths B2B Companies Still Believe — and the Truth

If you’re reading this, chances are you’ve heard whispers like: “We’ll do PR when we have big news,” or “Isn’t PR just writing press releases?” You’re not alone, these myths persist, and it’s not your fault. PR has changed rapidly, especially here in the UAE and the broader Middle East, so time to debunk a few popular misconceptions and bring the truth into focus.

Myth 1: PR is just press releases

It’s easy to see why this one persists. This would be equivalent to claiming that social media is solely for sharing images. In actuality, a press release is only a small portion of what public relations actually does.

Building credibility with decision-makers, partners, and customers, the people who matter most to your business, is the art of public relations (PR) for business-to-business (B2B) brands. It all comes down to trust, storytelling, and thought leadership.

Sometimes it is necessary for decision makers to understand that PR isn’t short for “press release” but “public relations”, a process that helps brands build meaningful relationships and drive business impact. Your story is your currency, particularly in the UAE, where personal networks and reputation are highly valued. No advertising campaign can open doors like a well-timed article in a Tier 1 Business or industry focused publication, or an industry insight presented at a local event.

Myth 2: We only need PR when there’s news.

Ah, the “we’ll do PR later” approach, every PR professional’s favourite. The problem? If you only call your PR agency when there’s an announcement, you’ve already missed half the opportunity.

When you only reach out to journalists or audiences during launch week, though the agency might not be, you as a brand are a stranger asking for attention. But when you’ve been consistently present, through expert commentary, thought pieces, or social storytelling, the audience is already familiar with you when the big news arrives.

Customers need to know, trust, and believe in your brand before they buy. That trust doesn’t happen overnight. Recent reports show that 90% of B2B marketers now consider PR critical to their go-to-market strategy, precisely because it drives that long-term visibility.

Consistent PR is essential in a market as fast-paced as the UAE, where consumers are continuously inundated with new goods and services; it’s what keeps you relevant in between the “big moments.”

Myth 3: PR doesn’t drive sales.

This one might be the most persistent and in our opinion, the most unfair. For years, PR was measured only in column inches and media clippings, not ROI. But that’s changing fast. Recent data shows that B2B growth leaders are more than twice as likely as laggards to have PR integrated with their marketing and sales functions. In other words, when PR and sales work together, results follow.

Even though it’s not always evident, public relations frequently have a direct impact on purchasing decisions in the UAE, where business relationships are based on trust and reputation. That article you wrote for Arabian Business about thought leadership? It could be the reason a prospective customer consented to a meeting. Your CEO’s interview with The National? It might be the legitimacy a reluctant partner required to commit.

No, PR won’t replace your sales funnel. But it absolutely fuels it, by keeping your brand visible, credible, and top of mind.

Myth 4: Anyone can talk to the media.

Technically true, anyone can talk to the media. But not everyone should.

There’s a big difference between “sending a press pitch” and building a meaningful media relationship. Journalists can spot a mass email or poorly framed pitch from a mile away. They know when a spokesperson hasn’t been prepped. And they know when a brand’s story doesn’t actually align with their readers’ interests.

In the UAE, where both Arabic and English media landscapes are highly nuanced, relationships matter even more. A good PR agency knows which reporters cover your industry, how to tailor your story for regional relevance, and how to navigate everything from embargoes to government sensitivities. It’s part strategy, part art, and part diplomacy.

So yes, anyone can talk to the media. But if you want to make headlines for the right reasons, it pays to have people who understand how the system works.

The Truth: PR is an Investment, Not a Cost

If you’ve believed one, two or all of these myths before, don’t worry, even some of the biggest companies have. The truth is that PR today isn’t about vanity metrics or “making noise.” It’s about building trust, credibility, and visibility in a crowded marketplace.

In the UAE and across the GCC, where reputation drives opportunity, good PR doesn’t just make your brand look good, it makes it believable.

So the next time someone says “Let’s wait until we have news,” or “Does PR really impact our bottom line?”, you’ll know better.

Because the brands that invest in consistent, strategic PR aren’t just the ones people read about. They’re the ones people trust.

 For a tailored PR strategy to elevate your business, contact us.