Flubs, fumbles and the flake factor – things to avoid in PR

Electronic communication and the advent of blogs, social media platforms and citizen journalism has been a boon to folks in the communication business. Just because there are multiple ways to deliver your message, don’t write off traditional outlets such as print and broadcast media. Keep in mind that print reporters also blog, tweet and post to their publication’s online version. Today’s TV reporter no longer just stands in front of a camera looking good. In addition to doing interviews and writing copy, many TV reporters lug the camera, shoot and edit their own piece and often post it online. The same goes for radio reporters, some of whom even appear on TV or in video.

9 mistakes to avoid to have long-term success with the media:

#1 Not doing your homework. Don’t contact the food editor when you have a sports idea to pitch. Many PR people don't even do a simple Google search before pitching their story idea to a journalist.

#2 Sounding like a commercial. Remove the commercial message from the pitch and focus on the news value to the audience.

#3 Not paying attention to deadlines. If a reporter needs someone to speak on a subject, ask "Are you on deadline?" Once you know when they must hear back from you, get back to them as early as possible about whether you can help them or not.

#4 Having a vague or unclear message. Get to the point quickly. If a reporter does not get the pitch within the first couple of sentences, the message gets deleted.

#5 Thinking the media is there for you instead of their audience. Your world may revolve around your cause, service or product but that’s not the case with the media. Their responsibility is to their audience and they must provide that audience with what they want and need in the way of news and information.

#6 Unavailability of designated media contact. This is a pet peeve of many reporters; don’t send out a release when the media contact will be out of the country.

#7 Using wooden quotes, and over-the-top adjectives. Reporters tire of phrases such as, “So and so is delighted to announce…”: of course you’re delighted, otherwise why would you bother to send a release?

#8 Not knowing the difference between appropriate follow up and pestering. There’s a delicate balance between not keeping in touch and inundating a media contact. Since PR is about relationship building, find out what works for your media contact.

#9 Providing incomplete or inaccurate information. Reporters will not accept what you tell them on faith. Good reporters fact check and may use other sources to fill out a story.

Remember the three Ts – timing, targeting and tenacity

Be clear, concise, on time and on target with your messages. The successful practice of PR is about long-term relationship building, so when building media relationships, plan to be in it for the long haul.