Top PR Mistakes You Might Be Making!
The mistake: believing that the media cares.
Most PR announcements are focused on the company’s product or service. That news may be important to the company, but media seldom share the feeling.
Which is why it’s critical for brands to think more like newsrooms and communicate in terms of what’s important to editors and reporters. Brand storytelling tied to a reporter’s specific beat and the issues he or she is interested in for their audience is a much more effective way to go.
The mistake: saying too much.
Most clients push their agency to tell the entire product or event story in excruciating detail, under the misguided belief that more is better and that the media will find more to report.
But that tends to make the media work too hard (and they don’t like that). Instead, it’s best to focus on one . . . sometimes two . . . of the most amazing aspects of the subject. If it’s presented visually, even better.
Think about it: today’s media influencers, thanks to the Digital Age and shorter attention spans, work in a visual medium. They are mandated with “less talking heads” and more visual ways to report to their audience. The shorter the better. Why? Snackable, shareable stories are the ones that win the day.
The mistake: just using words.
The average reporter receives 300+ press releases a day, near all in the form of text.
Using a relevant and impactful visual . . . even if they don’t use it . . . makes a press release stand out among the sea of words.
The mistake: not answering the question.
PR representatives often just “stick to the story” and repeat the key message points when asked a question by a reporter. Or worse, if it’s a question they’d rather not answer, provide “no comment.” That is a brand buzz kill and could even damage your image, depending on the topic and media outlet.
Direct, clear and quick responses to reporters’ questions are critical. Failure to do so looks like you’re hiding information and creates doubts in their minds. Very often it motivates them want to look at the “dark side” of the story.
The mistake: picking the wrong spokesperson.
Going for some very high-profile “shiny object” as a spokesperson is often tempting because it can make media access easier.
But the priority needs to be on authenticity and enthusiasm for the product. Without them, the “shiny object” will look like a fake shill . . . and make the product look fake, as well. Marketers can easily be intimidated by a celebrity spokesperson and neglect to properly train them on messaging and bridging to the right messages. This becomes not just a PR mistake, but a big PR fail.
The mistake: Not doing anything for fear of doing something.
Many brands make the mistake of sitting too long on an idea, an initiative, a press announcement or a note to a reporter, for fear of it not being “perfect” or insert any excuse.
Today’s best PR departments or agencies function as highly skilled newsrooms. With that perspective, news happens all day, every day. There is no stopping it.
Commit to telling your brand story, creating content regularly and embracing the execution process regardless of how scary it feels. Try out lots of ideas and then make a commitment to build on the ones that resonate. The goal is to be in control of your brand, and your story…which means you will have to step out of your comfort zone. A lot.
But in our experience, it is well worth it. The world of content marketing and brand journalism is here to stay. Think like a newsroom. Win more hearts, minds and marketshare.
The McCarthy Group is a NYC-based public relations, social media and digital marketing agency with expertise in helping brands like Citi, Magic Johnson Enterprises, Women & Co., Apartment Finder, and CORE: club. Visit us at themccarthygroup.com
