R Public Relations Firm
Top 5 Scariest PR Mistakes
As Halloween approaches, it’s the season of scary movies, haunted houses, and spooky costumes. But if there’s a scare you want to avoid now (or any time of year really) it’s the dreaded PR mistake. Truly, this is the stuff of nightmares for your business and some mistakes are unfortunately all too common. Here are the top five scariest PR mistakes and how to avoid them.
1. Not understanding your audience
By this, we mean not only your customers and potential customers but also the publications and journalists to which you are pitching. Just because your “news” is important to you doesn’t mean it’s important to these groups. So, before sending anything make sure it’s something your customers need/should know about and that you’re reaching the right journalists and publications to get that message across.
2. Ignoring media relations
If your business only gets in touch with journalists when you want them to cover something for you, then your chance of success is slim. Don’t have the time to cultivate and nurture these relationships? This is where a PR firm can be particularly helpful and is actually a specialty area for us. We’ve spent years on media relations in lifestyle industries such as restaurants, hospitality, retail, health and wellness, and non-profits, which is why we get such great coverage for our clients.
3. Going only for the big names
Who wouldn’t want coverage in the Wall Street Journal or the New York Times, they’re the ultimate in credibility right? But that doesn’t mean they’re the best fit for the message you want to share with your audience. And, unless your news is BIG, they likely won’t give you the time of day. Instead, consider industry publications and/or even local publications. They’re much more targeted meaning you know your audience is reading them, and you’re much more likely to stand out.
4. Creating a promotional pitch
Yes, the idea is to promote your business. BUT, when you’re pitching to news publications, your pitch has to be newsworthy! Huh? This type of PR is called earned media which essentially means you are earning free coverage instead of paying for promotion. You can’t just submit a sales brochure on your latest product and call it a pitch. You have to put together a story that showcases your business. Think case studies, unique applications, timely events, etc. Again, this is where a PR firm can help you shine. We know what journalists are looking for and the types of pitches that work (or don’t).
5. Winging a media interview
Finally, it’s happened, you’ve pitched and a journalist wants to interview you for a story. Great news! But that’s just the beginning. Although you may know your business inside and out, interviewing skills don’t come naturally to most. Not to mention, you likely won’t know the angle the journalist is going to take which may throw you on the spot. As such media prep is a must so you know exactly what messages you want to get across and can do so effortlessly. A PR firm can also help you immensely here by conducting mock interviews, creating talking points, and more so the coverage presents your business in the best light.
To learn more about how R public relations services can help your business, click HERE to schedule a FREE Discovery Call today!
4 Tips For Starting a PR Consulting Business
Have you ever thought about starting your own PR consulting business someday? It’s scary, right? And I say this from experience, “Hell, yes.” But that doesn’t mean you shouldn’t go for it. Good PR is needed now more than ever, but how do you get from dreaming to reality? Having done this myself, I’m passionate about helping others become successful entrepreneurs. Check out my tips on starting a PR consulting business.
1. Make Sure You Have the Skills
Having a background in PR, journalism, or even corporate communications is a must. Not necessarily a degree. In fact, I have degrees in Psychology and Philosophy and a Master’s in Social Work, and while the people skills certainly translate it’s my experience that gave me my chops so to speak. Specifically, the years spent running my award-winning website Defining Delicious in addition to working for the Jason Dady Restaurant Group in San Antonio, Bread & Butter Public Relations in Austin, and Bay Bird Inc in San Diego. Many people think PR is just spin and slick talk, but it’s so much more. Lack of expertise is a surefire way to crash and burn.
2. Have Media Relationships at The Ready
Whether you have these media contacts yourself or you hire or partner with someone who does, the success of starting a PR consulting business hinges on these relationships. Sure, you can work the paid media (online ads, paid influencers) and owned media (your website, social media) angles, but that’s more costly. And even if you can get clients to pay an unproven PR consulting business for this, your profits will feel the hit as opposed to the free coverage you gain from news mentions. Not to mention, this earned media (free coverage) is what true PR is really about; you can’t be full-service without it. This means you have to build and nurture media relationships like there’s no tomorrow!
3. Find Your Niche
Sure, the big PR agencies have the bandwidth and the staff to handle clients from almost any industry. But, realistically when starting a PR consulting business that’s just not feasible. Nor is it beneficial for a small business in my opinion. In trying to be everything to everyone you lose some of your value, whereas if you have a niche you can promote your business more intentionally and focus your time on the media relationships offering content in that area. For example, we R a lifestyle public relations agency which means we specialize in brands within industries that include restaurant, hospitality, and retail as well as health and wellness. Our clients come to us because we know their industry backward and forwards and there’s a certain comfort that their PR will be better and more successful because of it.
4. Determine How You Will Work
By this I mean your office. The days of needing a physical location are long gone. Sure, there may be some need to have a conference space now and then but there are certainly options for booking shared meeting space when you need it. It certainly costs less when starting a PR consulting business, but there are other benefits as well. At RPR Firm, we are fully remote which allows us to bring on talent from anywhere. We’re not limited by geography, nor are we boxed in by time constraints of commuting. Plus, in a creative business, the right mindset is everything. I find much more inspiration in the view from my home office than I ever would from a stuffy cubicle!
For more information on R PR consulting business, visit rprfirm.com today!
