Common PR Strategy Mistakes for Companies to Avoid for 2021 — Pressfarm

  • Common PR mistakes

What is an effective PR campaign?

An effective public relations campaign should have a clear objective, such as raising awareness of a product, informing the public of company news, etc. There are certain tips to creating an effective PR campaign.

1) Set a Goal, its Limitations, and Metric of Success

It is essential to set a fixed right at the beginning of any PR campaign. The critical questions that need to be asked include; what do companies hope to achieve? Do they want to boost sales? Etc. Once they have chosen a goal, they should also know that their budget is and whether there should be a deadline for what they are trying to achieve. When they figure all that out, they will give themselves a focused metric to measure their success.

2) Know the audience

Companies need to figure the audience that they are trying to reach. They should take some time out to establish which customer persona they are trying to focus on to gain most coverage for their brand/product. If they do not establish that, they will not get the outcome that they want.

3) Choose the right platform

Figuring out the platform that they want to project their message is also very important. For example, if they are trying to reach the social media generation, it would be ideal for focusing their attention on getting their message across to all the major social media platforms. If they want to reach out to the older generation, they should focus on TV, radio, newspapers, or magazines.

4) Find the creative angle

Regardless of what the story is, to get attention, it needs to be creative-much like any form of writing, having the perfect hook to draw readers in is very important, especially if companies want to get their audience to read about their product, brand or service.

5) Distribute wisely

Once companies have figured out the angle that they want to attract their audience, they need to distribute their media to publications relevant to their industry. There is no point in sending information to media outlets that are not in their niche or are not interested because it would be a complete waste of time.

6) Build relationships with journalists

Building relationships with journalists during their PR campaign is one of the best ways to have the right people talk about their company/brand. Instead of just sending their story to a generic news desk, companies should identify the names of journalists that write about topics related to their industry and are also well known in them to achieve the best results.

Common mistakes in PR

1) No research or understanding

Not doing the proper research or having the appropriate understanding can indeed hinder any company’s PR efforts. Something that companies need to understand is the media outlet that they are trying to pitch to. If they do not do the proper research, they may not achieve the goal that they want.

2) Spread no-news or too much news

This might be harsh to hear, but not all news about a business is newsworthy. Media outlets want to drive traffic to their story, so they need something attractive to set them apart from others. Companies make some mistakes when it comes to trying to figure out what news to put out there include; self-promotion and generic and common angles.

3) No media relations

A big part of public relations is developing relationships with media outlets. A common mistake that companies make is not spending time to develop relationships to create a mutually beneficial situation. Having a media outlet’s contact information and communicating with them without previous conversation not related to getting journalists to help them is not enough. Most companies forget about the basics and will bombard journalists with all kinds of non-sense and expect instant replies and coverage. Some other mistakes companies may make include; too many follow-ups, cold calling, and mass email blasts.

4) Lack of a pitch

Once the research has been done, the next part is creating a pitch. The pitch is essential because it is what will get companies in the door. However, there is a way to create an angle that will have a better result. There needs to be a fine line between too much and too little information. Journalists should be bored while reading it, but should not have to do additional research to create their piece.

5) Targeting only top media

Big media outlets will provide high traffic, high referrals, more business, and increased brand awareness. But, they are not the only media outlets out there, and rather than solely focusing on big ones, companies should also reach out to local media outlets in their area and smaller ones. If there is positive traction, more prominent media outlets are more likely going to take on the news.

Conclusion

Public relations is essential for any company to get the word out about their brand. However, some things need to be considered when trying to create an effective media strategy. It is imperative not to take it for granted because for companies to be successful, there should be a right blend between public relations, advertising, and marketing.

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