Here's something you won't hear from many public relations professionals: PR isn't the answer for your company.

Sure, you could get more exposure, which leads to more business. But you have to be ready for it. You have to banish any notion that PR is a magic bullet. You must disavow the following PR myths and embrace the reality of PR.

1. PR is a quick fix.

Nope. PR takes time. The results -- often measured in terms of media hits -- are hard won, especially given how lean many newsrooms are these days. You might have budget for only a short burst or think you need only to promote a new product for a short amount of time. Good luck.

Remember that second word -- relations, as in relationships. Your PR partner's job is to cultivate relationships on your behalf. You don't decide to do PR one day and the next day you are in The Wall Street Journal or {insert name of dream media outlet here}. 

PR should be an ongoing effort. Year after year. It's how you are likely to land the really big hits, such as company profiles. It's also how you will weather a PR crisis, and no organization is immune to a crisis. You don't want to start doing PR in a crisis. You want to already have built relationships. You want to already have experience doing interviews with reporters.

2. PR means talking to reporters.

PR isn't just talking to reporters. Media relations is just one part -- granted a big part -- of PR. To be honest, as a former reporter, it's my favorite part. The idea that PR is just media relations can hold companies back.

When a comany's leaders don't want to talk to reporters, they need to be reminded of the bigger picture. This is reputation management. Likewise, when talking to reporters is all that leaders want to do, they need to be reminded that the less exciting aspects of PR -- hello, crisis communications planning -- are also crucial.

PR is also social media, influencers, investor relations, internal communications, issues management and more. It comes back to the word "relations." PR helps you interact with all of your audiences. It's not just about getting you in front of reporters, it's preparing you and your story to be told in the first place.

3. My company controls our story.

You can control -- to some extent -- your PR strategy. You can control your responses to questions. Through media training, you can learn techniques to control -- to some extent -- media interviews. But PR is not totally within your control. Situations will arise that you never planned for. Just ask Crock-Pot

Sometimes companies will put off PR until they feel their story is ready, and then they expect that {insert big deal media outlet} will be all over it. Good luck with that. You can't control if or when a reporter ever covers your company. You can't control what a reporter says or writes or that what you think is the story is what the reporter will also find worthwhile to report on.

Here's what's totally within your control. You can take control and commit to PR for the long haul, in good times and challenging times. If you commit the time and energy, I'll take back what I said before. PR might just be the best thing you do for your company.