A Public Relations Primer: What NOT to Do
Those of us in public relations like to generally think of ourselves as positive people, striving to see the silver lining in everything. If you are tasked with PR in your business, you have become accustomed to promoting the good, softening the bad, and sometimes having to spin the ugly. In our articles we generally try to tell you what you should be doing. Well, this month, it’s all about what NOT to do. Here goes:
1) Do not hound the reporter. We can’t count how many times that clients want us to hound the reporter as to when the article or spot is running. It is definitely fine to ask after you have provided the initial information. But do not keep bothering reporters and editors about the piece. They will become very annoyed and be much less likely to deal with you in the future (in other words, no more press coverage!).
2) Do not release information too early. If you don’t have product photos, specs, or the appropriate distribution outlets set up, don’t release the information. We know you are very excited to get your story out there, but if you don’t have the right tools to follow up with reporters, they will sniff out an unorganized company, and it won’t reflect well. Trust us. If it means waiting an extra week, take it. The wait will be well worthwhile.
3) Do not neglect to brief your entire team. If you list yourself and other team members on your company Website, make sure they have all been briefed on how to talk to the press. Also, if you are releasing a story, make sure that your entire management team knows the pitch and all the details. It does not bode well when a member of the media is interviewing a vice president, for instance, and the vice president has to refer the reporter to someone else in your company. It means more effort for the media, which is something they do not like. They want a one-stop shop. It is up to you to be prepared to provide it.
4) Do not get huffy when a story angle that you pitched doesn’t appear to be going the way you wanted. You pitched the media, but they will most likely turn your idea into their own story angle. So long as it isn’t damaging to your brand, go along with their program. If you are cooperative, they are more likely to give in to a request. Besides, it is just as easy for them to move on to someone else who will cooperate.
5) Don’t put it out there if you don’t want it dug up. With Web 2.0 the temptation is to splatter your business everywhere via blogs, podcasts, vlogs, and other social media. While this can be great exposure and reach people you might not normally get with traditional marketing, always keep your PR hat on. Remember that while it is easy for you to put these tools to use, it is just as easy for the media to find what you put out there. If you don’t want something in the press, or don’t want to be quoted on it, don’t put it out there. It’s as simple as that.
6) Don’t overlook the importance of thinking local. We know that you are excited about your story, but don’t assume that the media will find it just as fascinating. We see companies put out product updates and national announcements without thinking about what makes it interesting on a local level. Most of the media need to have a local tie-in in order to run a story. For example, even if your product is “global” because it can be purchased online, the reporter will want to know where it can be purchased locally. If you can’t provide that, then you shouldn’t be pitching it to that particular media outlet. Focus on the regional areas where you can get the most bang for your buck. You will be much more successful and won’t waste your time trying to pitch media who won’t be interested in your story—and who may ignore your subsequent pitches.
7) Don’t insist on immediate gratification. This is a big one! Many times you will pitch a story and there isn’t a fit with a particular media outlet, even after you and the reporter discussed the concept. Don’t try to squeeze a round peg into a square hole. If it isn’t a fit, don’t think of it as a lost opportunity. Instead, offer to follow up with a reporter later when there is a better angle or tie-in. He was obviously intrigued enough about your story to have contacted you in the first place, so wait for the right time–the story will most likely be much better.
If you abide by these rules and keep your wits about you, your PR campaign will be successful, and more important, you will be cultivating solid relationships with your target media. Remember, “PR” stands not only for “public relations” but also for “patience and relevance.”
Amy Chilla and Melissa Gillespie are partners in Innova Communications (www.teaminnova.com), a Ladera Ranch, CA-based public relations and marketing firm.
Other articles by Amy Chilla and Melissa Gillespie:
Maximize Your E-Newsletter Value
Use It or Lose It: How to Convert PR Hits into Sales
Jingle Bells, the Holidays Sell: PR Opportunities for the Upcoming Holiday Season
Unleash the Power of Events, Gift Bags, and Celebrities
PR 2.0: Integrating Your PR Efforts with the Social Mediasphere
“Tell Me a Story”: Tips for Pitching the Media
