Entrepreneurs: Don’t Make These PR Mistakes
Entrepreneurs need to know how to deal with the media in order to succeed in their public relations efforts. A recent article by Brittany Walters-Bearden, Public Relations Specialist at Large PR, sheds light on several ways people unknowingly sabotage their chances of getting media coverage.
She writes that there are a number of common mistakes entrepreneurs should avoid making when working with PR firms.
Treat reporters like staff
Bearden reminds entrepreneurs that media professionals dislike being treated as if they are part of your staff. For example, don’t give advice to media experts on how to handle interviews or on what questions they should be asking you. Your job is to be prepared and allow them to do what they do best.
The author cautions entrepreneurs not to delegate PR activities to junior staff. It’s important for you to control your company’s message and convey your brand image to the media. Of course there may be exceptions, but in general, you are your best messenger.
Bearden says it is a big mistake to ignore an editor’s request. She offers this example of what not to do—your publicist gets a huge outlet to publish his recently pitched article. You decide to use this opportunity to tweak your original message and you fail to deliver the content your publicist has promised the editor, altering the original pitch to “advance your own agenda.”
The result is a dissatisfied editor who scraps the piece and closes the door on future opportunities with that publication.
Use PR as free advertising
Public relations should not be used for marketing or advertising purposes.
For example, if you are writing a piece for a magazine, do not give in to the temptation to promote your business by adding links or calls-to-action. Your article should offer the content your editor is expecting, not advertising for your company.
• Get media training
The author suggests you take advantage of free training opportunities offered by your PR firm. PR training helps you learn effective strategies for communication in a variety of media. Image consulting is a great perk that may be included. If it comes with your PR package, by all means, go for it!
To read the original article in its entirety, please visit Entrepreneur.com.