Common PR fails
PR is a powerful tool for businesses to cement their reputations and grow awareness. And for fledgling businesses and start ups too, it's an often-affordable way to build a profile, increase support or raise funding.
It isn't unusual for smaller businesses to 'PR' themselves until they're able to appoint a professional to do this for them.
But, like any skill-set, it's easy to make mistakes, especially if the area in question is not your primary area of expertise.
Here are the slip-ups that every brand or business needs to avoid when dipping their toes in the water:
- Not doing the groundwork: reading the target media, identifying the right journalists, understanding the community or social media channels. It's important to read, listen and learn.
- Not thinking about the news value of any story. Is this really of interest or note?
- Writing in sales or marketing speak. The hard sell is a real no no.
- Not doing it regularly enough. The best results usually come as part of a long term plan. You might, for example, plan to produce one good story a month for media and write one piece of content a week for your blog.
- Expecting immediate sales or phone calls from one piece of coverage. Think long term relationships and credibility. You wouldn't expect a huge contract from someone you'd just met at a networking event, would you?
- Not remembering key values. You need to know what you stand for as a business, what you offer and your business or brand personality. Don't damage your credibility or people's trust in you with inappropriate or irrelevant material or comment.
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