There’s no question that the PR industry is evolving at a rapid pace. With the social and digital media boom, PR professionals are quickly developing new and innovative ways to engage target audiences, increase brand awareness, and positively influence the bottom line. However, while the industry evolves to incorporate strategies not known 10 years ago such as Facebook contests, Tweetups or video campaigns, a core element to successful PR remains the same — effective media relations.
While there are several tips and tricks available on how to build strong relationships with media, there are less resources around what pitfalls to avoid and common mistakes that will undoubtedly get your pitch or press release tossed in the trash folder. Ragan’s PR Daily recently posted a helpful blog titled, “5 ways to get on a reporter’s blacklist” by Mickie Kennedy, CEO and founder of eReleases and blogs at PR Fuel. While some tips may seem like common knowledge, unfortunately, the mishaps that Kennedy conveys happen all too often, and are good reminders for us all.
Here are his top five snares that will drive reporters crazy.
1. Send them stuff they can’t use.
You have a great, well written pitch. It’s clear, concise and compelling. Unfortunately you send it to a reporter who is no longer covering the topic. Make sure you do your due diligence and research, research, research. No reporter wants to feel like you pulled him or her out of a random search or a blast press list. Do some background research to ensure your pitch is relevant to the recipient.
2. Forget to proofread.
This should be a no brainer. Unfortunately, however, it doesn’t always happen. Make sure you proofread your work before sending it. I often send my pitches to my colleagues for review in order to get a fresh pair of eyes. Even then, I still read and reread before I send. If your materials have errors in them, not only will no one want to print your content, but it genuinely damages your credibility and annoys reporters. You never want to be that PR professional that the media often rant about.
3. Tell a reporter you sent the press release to someone else.
As I mentioned in snare no. 1, no reporter wants to feel like they’re a part of a big blast list. Journalists are less likely to write a story if they know half the world is getting the same scoop. Make sure you customize your outreach. Let a reporter know why your pitch is relevant to their specific publication and coverage area.
4. Ask about the press release.
There’s a fine line between being aggressive and being annoying. Don’t call a reporter to see if he or she got the release five minutes after you sent it. Don’t bug them about sending you the article before it goes to print. Reporters are busy. Eight times out of 10, reporters will get back to you when they have time and will contact you if they need any additional information. If a reporter’s ignoring you, it’s likely because they’re not interested. While some reporter follow up is acceptable, don’t inundate your media targets with constant contact.
5. Write a boring press release.
While some say press releases are a thing of the past, interesting and relevant press releases still have a place in the PR world. What’s important is that the press release has news value. A compelling press release can be an extremely valuable tool for media who are pinched for time and resources. However, if you’re not passionate about the story you’re pitching, then why would a journalist be passionate enough to write? If your press release isn’t communicating anything of significance, then it probably shouldn’t exist.