The goal of public relations is to persuade media outlets to take interest in and subsequently write or share your story or brand experience. It is imperative that public relations activities portray your brand in the most favorable manner possible, however, when done wrong…it can have the complete opposite effect. Here, I’ll provide you with some of the worst PR mistakes your brand or agency could make:
- No plan: This is the first mistake. Without a plan, your activities will seem scattered and will be difficult to manage and track. Tracking is important.
- Press for no purpose: The point of a press release is to announce something of importance to the media/public, so craft a well-written release when necessary. Avoid sending them out every time there is a minor development to run the risk of media bypassing your story when something major is happening.
- Too much hype: Do not blow your story out of proportion or make claims about your brand or story that are not based on facts. This will totally ruin your credibility with journalists.
- Sloppy follow-up: Once your story is out there, be prepared for the impending inquiries – either from the media or potential new customers. It would be a shame to have all of this potential new publicity only barely follow-up to close new deals or answer pivotal questions from journalists or bloggers.
Staying traditional: Yes, most public relations has traditionally been geared to journalists, but in now’s the time to think outside the box. Bloggers are great resources as well as power users on social media who have a great following and a lot of influence. These are often untapped resources, so utilize them as well.