Practical PR Tips: Common Mistakes and How to Avoid Them

The success of any public relations campaign is dependent upon relationships developed with the media and the public. In order to ensure these relationships remain healthy and prosperous, it is extremely important to ensure mistakes are made as little as possible.

Below are a few common mistakes made by PR professionals when communicating and how to avoid them.

Rushing materials

Yes, public relations is a fast paced world and you need to stay on your toes at all times. However, ensuring that all facts and figures are correct on all materials is just as important as distributing them. Always take the time to ensure names, numbers, and facts have been triple-checked. This is important not only for your reputation, but also to avoid offending your client and/or readers. So take precautions, and when it doubt - Google it!

Overselling

Ever had to block emails from a store you’ve shopped at because they just wouldn’t stop spamming your inbox? That is how journalists feel when PR people email them non-stop. To keep your relationship with media contacts professional, make sure that you are targeting appropriate media on a regular basis. Pushing for a story is one thing, but harassing your contacts won’t get you, or your client, the type of exposure you are looking for.

The same rule applies to social media. Don’t post 20 times a day in attempt to drive traffic to your client’s account or website. The objective of social media is to promote the company and/or brand's image, so only post information that is relevant and appropriate. A great way to control this is to set a weekly goal, such as four tweets per week.

Timing

You could be serving up the best content out there, but if you’re competing with a major event or announcement at that time, it will not be considered ‘newsworthy’. To dodge this, be sure to stay up to date with current news stories at all times. An easy way to accomplish this is to follow local and national news accounts on X or subscribe to email updates for frequent updates on the industries relevant to your clients.

Lack of individuality

Staying up to date with current news is great, but jumping on bandwagons is not. In order to stand out, you have to be original and unique. The best way to achieve this goal is to find a way to add a new perspective to current news that will appeal to journalists and the public. This will ensure your client stays relevant and memorable by bringing something new to the table.