It happens to the best of us. Even the most seasoned PR professionals can stumble into some scary media missteps. And the consequences can leave brands scrambling to recover. To help keep your message clear and your reputation intact, here’s a look at the five most common media mistakes PR pros encounter—and the PR tips you need to avoid them.
1. Ignoring Your Audience’s Interests
The Mistake: Crafting a message solely from the company’s perspective rather than focusing on what the audience cares about will land you in hot water every time. When brands speak to the audience instead of connecting with them, the message often misses the mark, resulting in disengagement.
PR Tip: Audience research should be the foundation of any PR campaign. Use tools like Google Analytics or audience surveys to gain insight into demographics, preferences, and needs. Build your messaging around what the audience values, not just what the brand wants to say. For instance, a brand launch may seem important internally, but it could fall flat if it doesn’t address why customers should care.
Ultimately, you want to engage your audience with authentic and meaningful content and messaging to boost your visibility and build brand loyalty.
2. Sending Out Impersonal Pitches
The Mistake: One-size-fits-all pitching is the kiss of death in PR. Generic pitches lack the personalized touch that journalists and editors expect, which can hurt both the immediate pitch and long-term relationships with media professionals.
PR Tip: Research each journalist’s beat and previous articles to understand their interests and angle your pitch accordingly. Use the first line of your email to demonstrate this knowledge and highlight why your story fits their current coverage. This thoughtful approach stands out in an inbox of impersonal pitches and builds respect and trust over time.
3. Skipping Crisis Management Preparation
The Mistake: Hoping a crisis won’t happen isn’t a strategy. Brands that lack a crisis communication plan often face added chaos and confusion when an issue does arise, leading to poor handling and even brand damage.
PR Tip: Proactively build a crisis management plan. Identify potential risks, designate a spokesperson, and prepare key messages that align with the brand’s values. Assign roles within the PR team so everyone knows their responsibilities, ensuring swift and unified responses. Consider conducting regular media training for the designated spokesperson to keep them prepared for high-stakes situations.
4. Missteps in Timing
The Mistake: Timing can make or break PR pitches and campaigns. Launching an announcement on a holiday weekend or during a significant event can bury even the best stories, while missing timely opportunities can cost your company brand visibility.
PR Tip: Be strategic and pay attention to the calendar. If you plan campaigns to coincide with relevant holidays, seasons, or trending topics, you can maximize visibility. Also, consider investing in media monitoring tools to keep tabs on what’s happening in your industry, allowing you to jump on relevant moments and trends to gain traction with your audience.
5. Failing to Track and Measure Results
The Mistake: Without tracking metrics and results, PR professionals miss insights on campaign performance. That means it is going to be more challenging to understand what resonates with the audience and improve future efforts.
PR Tip: Begin every campaign with clear, measurable goals, whether that’s earned media hits, social engagement, or website traffic. Use tracking tools to analyze campaign performance and adapt based on the results. This data-driven approach helps refine current strategies and builds credibility with clients by showing the impact of your efforts.
The PR landscape may be filled with potential pitfalls, but with the right strategies, you can steer clear of these common mistakes. Focusing on key basics like timing and personalization can keep your PR efforts effective and your brand’s message clear. Mistakes happen, but these PR tips can help you navigate media challenges with confidence.
For expert PR tips tailored to your business, schedule a discovery call with RPR today.