From the outside, PR work can seem like a pretty attractive alternative compared to some other occupations. After all, there’s parties, free food [and drink], celebrities, and hobnobbing with media, right?  Well… kind of, but not really. Today we’re de-bunking some of the myths that seem to follow PR and PR pros as they try to explain to non-industry people exactly what their job entails.

Myth #1: PR=Party

Sure, PR pros tend to be out a lot. Whether running a client event, taking a media member to dinner, or attending a launch — the profession does demand a lot of social activity. Here’s the deal: although these occasions are positioned as fun nights out for most (and don’t get us wrong, they can be) — these are actually seen as networking opportunities and a chance to strengthen and build our growing base of connections. While we may be out, we’re certainly not out in the same capacity as a university freshman.

Myth #2: It’s All Glamorous

A common misconception is that the work we do is very glamorous. Sure, we get to work with some kick-ass celebrities, head into VIP sections, take clients to media engagements and the likes, but it’s important to note again, this is our work. It’s our job to make it ‘look’ glamorous. We’re the ones hustling behind the scenes to make sure a photographer gets the shot, clients stay on message, media and talent are attended to and that everything stays on track. And that’s just events. Additionally we’re known to churn through multiple press releases in a day, monitor media for both trends and clients, keep on top of an overflowing inbox.. we could go on, but you likely get the point by now.

Myth #3: PR Pros Manipulate The Media

This is likely the biggest myth of them all. Sure, our job is to help our clients get placed in media (amongst many other duties), but this is not to be seen as manipulation of media. The media can not be controlled — just ask Rob Ford. Rather, PR should be seen as an effective way to communicate your stories to media.

Myth #4: PR Can Make Anything Go ‘Viral’

If we had a nickel. Sure, PR pros can help you identify share-worthy stories that should be placed into the public eye, but there is no ‘secret formula’ to going viral. There are a number of determining factors in online content going viral including timing, relevancy, quality, story and pure luck. Like we said, we can help — but there are no guarantees in the world of ‘viral’ content.

Myth #5: Contacts Are Everything

Of course, knowing a variety of influential people is important to PR, but it’s not everything. What is everything, you ask? Having a good story. A story that is timely, relevant and will be of interest to the public. The reality is, if your story isn’t newsworthy and can’t be shaped to become so, you’ll have a hard time getting it placed in media. Plain and simple.

Do you have any PR myths that you’d like to share? Leave them in the comments below!

Organization Plans Star-Studded Fundraising Event Fit for a Queen

TORONTO, ON (February 25, 2014) – Starlight Children’s Foundation Canada is proud to announce the return of their annual Fundraising Gala on April 5, 2014 at Toronto’s Fairmont Royal York (100 Front St. West). The 19^th annual Starlight Gala will be hosted by the “Queen of Comedy”, Carla Collins, and is presented by Toys“R”Us and Babies“R”Us Canada.

Beginning at 5:30 p.m., over 700 guests will enter a fully transformed venue, fashioned to mirror the evening’s theme, London, Calling! Complete with ‘royal’ influences, programming will include dinner, silent and live auctions and a selection of top Brit-themed entertainment.

“Our Gala continues to be one of the most important fundraising initiatives that we host throughout the year,” said Starlight executive director, Brian Bringolf. “It offers the unique opportunity to gather sponsors, donors, volunteers and Starlight families under one roof to celebrate the work that we do.”

(Gala host, Carla Collins) 

Celebrities scheduled to attend include: recording artists Matt Dusk and Karl Wolf, Love It Or List It’s Hilary Farr, supermodel Stacey McKenzie, YTV’s Next Star judge Mark Spicoluk, KiSS 92.5′s Taylor Kaye, PROUD FM’s Mike Chalut, cast members from television shows such as Murdoch Mysteries and The Listener, along with many other notable Canadians.

Starlight Canada is pleased to welcome an extensive group of new and returning sponsors in support of their 19th annual Gala. Supporters include: Presenting Sponsor, Toys”R”Us and Babies”R”Us Canada; Diamond Sponsors, Great Blue Heron Charity Casino and Delmar International; Gold Sponsor, Bloom Lanys Professional Corporation; and Silver Sponsors, Playtex, Hillberg & Berk and Corus Entertainment.

“Toys“R”Us Canada has sponsored Starlight Children’s Foundation for 16 years because we truly believe that it makes a difference in children’s lives,” said Kevin Macnab, president of Toys“R”Us Canada. “One parent, whose 3-year-old daughter was in the hospital, wrote us and said, ‘The Starlight Fun Room, with its arts and crafts area, replaced Helena’s tear-stained cheeks with smiles and glitter.’ It is stories like Helena’s that inspire us to sponsor the Starlight Gala and motivate our employees to raise funds and awareness for Starlight throughout the year.”

Since its inception in 1995, the Starlight Gala has raised over $5,000,000 dollars, making it one of the foundation’s largest sources for fundraising. Tickets for this year’s event can be purchased online by visiting http://www.starlightmatters.com.

(Photo from last year’s 18th annual Starlight Gala)

For media accreditation, photos or interview requests, please contact:

Cory Stewart | Embrace Disruption PR,

p: 647.638.1586 | e: cory@embracedisruption.com

About Starlight Children’s Foundation Canada:

Starlight Children’s Foundation™ Canada is part of Starlight’s global network, serving kids and families through partnerships with more than 130 healthcare facilities. Over the past 30 years, Starlight has become a leading global charity that partners with experts to improve the life and health of kids and families around the world. Collaborating with innovators in pediatric healthcare, entertainment and technology, Starlight provides a unique blend of family-centered programs and services from hospital to home. Starlight partners with more than 1,750 healthcare facilities and pediatric hospitals in Australia, Canada, Israel, New Zealand, the United Kingdom and the United States, serving millions of children every year.

Website:       http://starlightcanada.org

Twitter:          @StarlightCanada         #StarlightMatters

Facebook:    http://facebook.com/starlightcanada

YouTube:       http://youtube.com/canadastarlight

About Toys“R”Us, Canada:

Toys“R”Us (Canada) Ltd., is part of Toys“R”Us, Inc., the world’s leading dedicated toy and juvenile products retailer. Toys“R”Us, Canada operates over 80 stores across the country. For store locations and convenient online shopping visit www.toysrus.ca or www.babiesrus.ca

About Great Blue Heron Charity Casino:

The Great Blue Heron Charity Casino, located in scenic Port Perry Ontario, first opened its doors in 1997 and has steadily developed into one of Ontario’s premier casino destinations. With 550 exciting slots, 60 thrilling table games and award winning dining, the Great Blue Heron Casino is the closest casino to Toronto. The project is operated by a partnership consisting of Casinos Austria International, the Steiner Group and Sonco Gaming Inc. on behalf of the Mississauga’s of Scugog Island First Nation and OLG.

About Delmar International Inc.:

Delmar consists of roughly one thousand professionals working in 40 locations throughout North & South America, Mexico and Asia.  THE DELMAR GROUP today provides a variety of supply chain related services including; Customs Brokerage, Freight Forwarding, ground services, warehousing & distribution, as well as consulting and cargo management technology solutions.

(Source)

Since 2005, controversy has been part of LaBeouf’s image. Various charges and past allegations include: assault, trespassing and a DUI. Through the majority of these events, he continued to work on several successful films and appeared as though he was experiencing some of the usual coming-of-age troubles we’ve seen countless celebrities go through.

Recently, the star was accused and found guilty of plagiarizing cartoonist Dan Clowes’ work in his short film titled ‘Howard Cantour.com’. LaBeouf admitted to the act and attempted to apologize in a string of unusual Tweets.

(Source)

The apologies spiraled into uncontrolled ranting, retweeting and the admission of drug use.

 (Source)

This explosion was followed by a proposal the star has made to several art galleries surrounding his repentance for plagiarizing. His ideal self-inflicted punishment includes the actor in an enclosed room for a week, with a paper bag on his head. The bag will read “I’M NOT FAMOUS ANYMORE” (Shia’s new tag line). Visitors will be able to pick from a variety of props upon entering the exhibit; including a whip, whiskey and a pair of pliers. Guests will then enter the exhibit and be able interact with the star as they would like. The big catch (as if there’s only one): it’s unclear if the person with the bag on their head will indeed be LaBeouf.

(Source)

Now, we’re turning it over to you. Based on our past posts featuring Paula Deen, Lance Armstrong, and Justin Bieber, let us know how you would go about restoring the image of Shia LaBeouf. It’s never too late to bring a star back, but this one is going to take some work.

Thank you for following the Image Rehab series of our blog and we look forward to reading your thoughts and advice in the comments below!