The Worst PR Mistakes You Can Make

As a public relations professional, I am often asked how one can obtain national and/or local media. There is an art to gaining actual media that takes years to develop and an investment of 6 to 12 months for a PR campaign. However, there are certain mistakes that are often made by inexperienced public relations firms and professionals.

One of the biggest mistakes is sending out media alerts or press releases for items or events that are not deemed media worthy. Not understanding the public relations process can actually harm your brand and/or company. Sending out non-media worthy press releases and or media advisories will also harm your brand or company because it is considered to be the equivalent of " crying wolf" in the media industry. Members of the press will become easily annoyed if they continue to receive press release after press release that has nothing to say other than self-promotion. It is important to always have something to say to the media when you approach them. Members of the press will not just cover your brand for the sake of covering your brand, a common mistake and assumption made by inexperienced media professionals.

If you are going to try to navigate your own press campaign, understand the commitment level and patients it will take to offset several rejection letters in the attempt to gain one solid piece of media. I always advise people to really evaluate what it is they want the media to cover about themselves. I tell my clients to take that concept a step further and identify why the media would care about the press release or media advisory they are pitching.

Another great tool is to assess who is already being covered. For example, if you sell a political column, it is your job to understand who your competitors are and why the media might go to them first before approaching you regarding the press release or media advisory. What is it that makes your competitors sellable?

My tip for this Tuesday is to assess who you are and what you're selling as a brand when approaching the media. Do you want to be famous for the sake of being famous? If so, what outlandish PR tactics and stunts are you willing to accomplish to make this happen? If you are selling a product or service that you want covered by the media ask yourself how is it different? What information can you offer to a media sources audience that will help land you the interview over and established contributor? These are my suggestions for you to ponder today.

Coco the CEO