The Top 8 PR Mistakes You May be Making
Friday, April 10th, 2009 - by Becky Sheetz-RunkleYesterday’s BusinessWire Meet the Media Breakfast provided some valuable insight for those of us working to further the causes of our company and clients. The panelists were Darlene Darcy, Washington Business Journal; David Hubler, Washington Technology; Mark Kellner, Freelance Columnist whose work includes the Washington Times; Gautham Nagesh, Government Executive and Nextgov.com; and Paul Sherman Potomac Tech Wire.
There were some excellent take-aways from this panel. Straight from the mouths of the reporters, here are the top eight PR mistakes you might be making. I admit to making many of them early in my career. Which ones are you still making?
1. Voice mail is dead. Sherman cited a recent article he read with this theme. The odds of reporters returning your voice mail are slim to none.
Of course, there are exceptions to this based on your relationship with the reporter and the weight of the news. But all things being equal, if you are trying to break into an outlet, voice mail isn’t the way to go.
2. Failing to read the outlets you pitch. Kellner shared an example of a PR person who told him he didn’t read the Washington Times for “ethical reasons,” but sure did hope that they would cover his client. That’s some audacity.
3. Don’t send too many press releases. Not everything that happens within the hallowed walls of your company is news or press release worthy. Sent out too many releases and you’ll end up like the boy who cried wolf. When your company actually does have real news, reporters will be so fatigued with your firm they won’t even read it. Many of the panelists echoed this reality.
4. In-house press releases that lack perspective. Hubler cautioned against releases with an internal slant and lingo. He said if he’s lost in the first paragraph, he won’t read further. And if you are trying to get exposure in the federal sector, you want David Hubler to keep reading.
5. Inability to provide a source within 48-72 hours following distribution of your press release. Nagesh cautioned that reporters and editors remember this and will be less likely to talk with you or your source next time.
6. Failing to ask the simple and courteous question when reaching a reporter by phone: “Is this a good time for you to talk?”
7. Sending the same release over and over, said Darcy, is a big no-no. She gave the impression that she’s been on the victim side of a that rapid-fire approach.
8. Telling reporters a story is under embargo, then giving it to another outlet is another sure fire way to be remembered by reporters. And not in a good way.
