I recently had a discussion with a peer in the PR world who
was upset at Generation Y’s PR tactics. My peer said he was seeing more and
more seasoned PR reps get rejected on new client accounts because someone from
Generation Y broke the trust of hiring a PR professional through their
ill-fated efforts. I agree.
I can’t say how many times I have lost a potential lead
because a newbie messed up an account and now the potential client is scared of
hiring anyone. It doesn’t make sense. If I receive a bad haircut, it doesn’t
mean I never step foot into a salon again, that would be silly. Yet when it comes to PR, this is the current
thought process.
So, with the hopes that the next PR generation can learn how
NOT to burn a client- here are my top 3 WORST PR Tactics of ALL TIME;
1.
Bait and Switching Accounts. The owner of the PR firm- you know, the one
with the experience- pitches a client account. After the client signs on the
dotted line and deposits are paid- the client is assigned to a Junior AR who is
fresh out of college with no contacts and no experience.
2.
Hitting the “viral campaign” market right out of
the gate. I still don’t understand the thought process behind this. You need to develop relationships with
journalists before the public will ever care about your client. So, why do so
many newbies spend time tossing Instagram memes and viral releases at
consumers? Don’t they know these efforts are a waste of time and not the first
item of business?
3.
Email is your only friend. People don’t talk anymore- except for
journalists. They make phone calls, so why do PR people rely upon email to
pitch a reporter? If you’re sending blast emails to reporters, your client will
be blackballed from coverage. Pick up the phone and develop or further your
relationship with journalists.
Until tomorrow,
Velma Trayham
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