A journalist recently shared with me, via a Twitter conversation, three mistakes that drive in crazy when it comes to new publicity people. We had a great chat about it and shared some of the same frustrations.
To continue the conversation, I'm listing the three items below. Use it. Learn from it. Have me help you with it!
1. Photos, photo and more photos. Don’t rely on photos to make a brand. They have models for that. People want substance, especially reporters. No one is simply going to cover you or your client because they have nice photos. PR doesn’t work this way. Yes, you need a photo to go with your media kit, etc. but these photos shouldn’t be the cornerstone of your campaign- even if you are an entertainer.
2. Responding to the media via text. This is a huge no-no, even if the media rep sent you a text. It is always better to call. Even if you get a VM, put a voice to the name and leave a message and then respond via text.
3. Never, ever say anything bad about anyone to the media. This will be the first thing quoted out of context at a later date. It is the same rule as liquor. If you are photographed with liquor and arrested years later, guess what photo the media will run. So, stay away from anything negative- even when responding in crisis communication mode.
Velma Trayham
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