How not to do PR
Posted: Monday May 27 2019
By: Katie Mallinson
PR is easy to get wrong, but when done well it can lead to beneficial brand coverage that boosts your business reputation and customer relations. Here is a list of some of the most common mistakes to avoid in the world of PR if you want to be successful…
How NOT to do PR
Not proof reading
When writing press releases you must not forget to read and check for grammatical errors, typos or clunky phrasing. It is a good idea to ask someone else to proof your work, as they will spot errors a lot easier than you and you’ll avoid a journalist being unimpressed by your work.
Know your audience
Before sending anything to a journalist you should have researched the audience to ensure it is relevant for that particular publication. Don’t use language they won’t understand, or use a tone that isn’t appropriate for that title.
The title is the first thing a reader will see, so make sure it is to the point and clear. But, this isn’t the only thing that is important – if the rest of the article is unclear and longwinded, you will automatically lose the audience you have worked hard to attract!
Don’t be last minute
Sometimes this can’t be helped if you secure a last minute feature or article, but if something has been agreed in advance don’t leave it too late to start writing it. This can mean you may not meet approvals and deadlines – resulting in you missing the chance to have your work featured, plus jeopardising relationships with journalists!
Think about your story pitch
Pitching irrelevant news or something that is barely newsworthy is not going to get coverage – even if it is written well! So always consider the impact of the story on the intended audience. If you also send boring content and label it as breaking news, you’ll look like an amateur.
Ignoring journalists needs
As a PR professional it isn’t just your job to make the client happy, it’s to also ensure the journalists’ needs are attended to! Missing deadlines, not following guidelines and wordcounts can mean you become an unreliable source, and it is likely you won’t receive coverage or feature opportunities in the future.
Neglecting social media
Social media is a brilliant outlet to help you target and engage with your audience. By not having a social presence you will miss potential opportunities to help build your brand awareness, attract new customers, and make invaluable relationships with the media.
PR can be difficult if you have never done it before and you’re not an expert. But, by avoiding falling into some of these simple traps, you can make a name for yourself as a reliable source and receive some great coverage for your brand!