The ‘dark art’ of PR is often misunderstood. There are many basic mistakes that CEOs, CMOs and clients make when it comes to taking decisions and actions about their PR activity – so I thought I would share a few pitfalls to avoid.
1. Don’t expect a journalist to care about your business just because you do
We understand, your business is your baby, it’s your life blood and raison d’etre. You may be doing some brilliant work and succeeding beyond your wildest dreams, but that doesn’t always mean it’s newsworthy. I’ve said it before, and I’ll say it again, news is literally something that is ‘new’. When speaking to journalists ensure you’re plugged into the news agenda and have something new to share.
2. Don’t assume the news agenda is irrelevant to you
Journalists are interested in new and exciting things happening in the world more broadly, and their specialism and/or your industry more specifically. Remember you operate in a wider ecosystem and to be interesting you need to have a view on it. From design to manufacture, to sales and e-commerce, and new business wins to delivery – you have many touch points so have a view on the wider world.
3. Don’t assume anyone has the same knowledge as you
You have bespoke experience, access and knowledge as a business leader – remember that most people do not know what you know – so you will need to explain it. Preferably in words of one syllable. At all costs avoid spouting acronyms and abbreviations. Keep it simple and jargon-free.
4. Don’t micro-manage the PR process
In all likelihood, you don’t micro-manage your accountant or legal team, so don’t do it to you PR team either. Hire the experts – and let them do the job. They’ll ask when they need something from you – and probably chase you three times too.
5. Don’t expect PR professionals to have magical powers
We do not have magical powers. I know it’s a shock, but there it is. We can’t magically create news stories, we can’t strong-arm journalists into writing articles or to share their article before it’s printed, we can’t draft amazing messaging based on thin air, and we can’t make you look good if you’re not contributing to the process. Most of all we are not mind readers. We do not have the ability to gather all of the information in your head that you haven’t verbalised and then create an amazing PR campaign. I’m afraid you will have to tell us, share information and input into plans, press releases, messaging, statements and press interviews.
6. Don’t expect unicorns jumping over rainbows
Now we understand that PR is super shiny and cool. A lot of people see good coverage, respond to it, share it, have views on it, and new clients get in touch because of it. We are hard-working talented individuals, but we work in a realistic grounded world, dominated by (often but not always) cynical hard-working journalists. So when we tell you we can’t get you unicorns jumping over rainbows, even when your CEO is throwing his office furniture out of the window, please believe us. We are brilliant, but mystical strengths we do not possess.
These are a few pitfalls to avoid – and there are many more – but the big rules to remember are to share clear information, be realistic with your expectations and goals, ensure you have 'new' news and a considered point of view on the news agenda. Then, you will be well placed to see some pitfall-free PR magic.
Victoria Fairclough is a PR & Communications consultant at Fair Communications. For more information visit: www.faircommunications.co.uk
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