Public relations (PR) is a critical component of brand growth, yet many entrepreneurs stumble by making avoidable mistakes. By learning from these missteps, entrepreneurs can build a more strategic and effective PR program.
1. Setting unrealistic expectations
Most entrepreneurs think that one press release will make their business overnight famous, sell a lot, and be talked about in the media. This is rarely the case. Quality PR is an investment that is lasting in that brand credibility and trust are established over time.
- The specific error: Thinking that one press release will be picked up by a large national organization and will result in instant and quantifiable profit. They can also fail to distinguish between quantity and quality and want 100 random posts, not one, considered, niche publication.
- The fix: Set specific, measurable and attainable objectives. However, as an example, rather than appearing in The Wall Street Journal, aspire to appear in major trade publications in the industry. This generates trustworthiness and puts the company as a market leader.
2. Using the wrong pitching strategy
It is not possible to use the spray and pray strategy where a generic press release is sent to hundreds of journalists without research. Working journalists have the ability to tell a mass email at a glance and most likely it will be ignored.
- The specific error: a mass email template was used and the email addressed the Journalist according to his or her name and the subject line was too generic or sales oriented. This demonstrates that you are not familiar with their beat or their audience.
- The fix: Investigate and create a special media list of reporters that specifically write about your industry or niche. Write your own unique pitch that mentions his/her latest work and how your story fits to his/her particular audience. Provide them with all they require to carry on running with the story including quotes, high-resolution photographs and data.
3. Not knowing their audience
You can not be able to understand which media outlets are the most appropriate to reach your target market without having a profound knowledge of the market. A niche B2B message will be a complete failure with a wide consumer audience.
- The specific error: You feel that since you think your product is ground-breaking, everybody will be interested in it. This results in junk mailing the wrong publications and wastage of time and resources in targeting pitches that are off target.
- The fix: Do an extensive market study to know the demographics, behavior, and media consumption habits of your target audience. Call on this to customize your message and your media outreach.
4. Neglecting journalist relationships
PR is a relationship based, rather than a transaction based business. Most businessmen consider journalists as an end in themselves, and it is only when they want to sell a story that they get in touch with them. Such an attitude is not effective and may create fire with good media contacts.
- The specific error: Sending a pitch and then fading away after being told no or, in the opposite case, being pushy. It is also a list of not appreciating a journalist who has made a good story.
- The fix: Sending a pitch and then fading away after being told no or, in the opposite case, being pushy. It is also a list of not appreciating a journalist who has made a good story.
5. Overlooking owned media
Most entrepreneurs are only after gaining media attention without even ensuring their own media is taken care of. This would lead to a lost chance to manage their brand story and give the journalists helpful context.
- The specific error: The existence of a neglected company blog, dormant social media accounts or an outdated website. Such absence of its own content diminishes credibility and provides minimal context to journalists to create a rich story.
- The fix: Work out an effective owned media strategy. Post on your blog regularly, keep your social media active and use email newsletters to communicate with your followers. This will provide a resource to the journalists who might be interested in having additional information or background on your company. Re-promotion of earned media coverage on these platforms can also be done to ensure that the maximum impact is achieved.
