The Eight Biggest Mistakes of Public Relations

As someone who relies heavily on the experience and expertise of those in the public relations profession, I receive dozens of press releases and pitches each week. The vast majority of these are well crafted, thoughtful story ideas that often result in articles for one of my media outlets. Frankly, I’d be hard pressed to fill my monthly quota without these talented, hard-working pros, most of whom go beyond the call of duty. I place a high value on their skill and dedication.

However, there are occasions when I receive information from a PR rep that will never result in an article because it doesn’t adhere to basic PR principles. The story angle they are pitching may seem interesting enough on the surface, but the press release or pitch is riddled with mistakes or lacks basic information. Here are the most common PR mistakes.

* Sending out bulk press releases or pitches.

Virtually every major media outlet requires exclusivity. When a writer receives an email pitch without a brief personal greeting it immediately sends up a red flag that an unknown amount of other writers are receiving the same email at the same time. No writer wants to be put in the position of trying to guess if an article will be exclusive. The PR rep needs to ensure the writer the pitch is exclusive. This can be accomplished by something as simple as, “Hi John, I thought you might be interested in learning more about the unique ways hotels are attracting first-time travelers.” Of course, no PR rep should be held hostage by writers who should respond as soon as possible if they are interested in pursuing the article. It’s quite reasonable for the PR rep to move onto another writer if the original pitch goes unanswered in a day or two. The best PR pros know well in advance to whom they intend to pitch and they begin the process early enough to allow for multiple personal pitches.

* Not including contact information on press releases

It should go without saying that including contact information on press releases is basic PR 101, but you’d be surprised at how often this is neglected. It’s as though the person who wrote the release is actually trying to hide from the media instead of actively seeking publicity. Why write the release in the first place? In addition to name, email address and phone number, an effective press release should also include the PR rep’s social media handles. Often times the email address on the release is a company’s address and not a personal email address.

* Not knowing the writer’s areas of interest

Even though I have never written about such topics as consumer affairs, technology, hedge funds or venture capital, I sometimes receive pitches concerning these specific areas. Before sending out any pitch, make sure you know what specific topics are of interest to the writer. It certainly helps you to establish a good rapport with the writer who in turn will often contact you looking for story ideas.

* Not giving the writer a reason to write the article

The astute PR rep always provides a reason to write the article, otherwise the writer will move on to the next pitch. What makes your story idea unique? Are you pitching a story idea that has a compelling human interest angle to it? What makes your pitch timely and informative? Can you back up your statements with facts? Can you provide quotes from an authority? What about eye-popping photos? Pitches that include such overused superlatives as “best, most important or exceptional” or excessive cliches are usually disregarded by most writers.

* After the fact releases

Sending out a pitch to a writer about a story that he/she recently posted is akin to ordering your tuxedo or wedding dress while on your honeymoon. It just doesn’t make any sense. I sometimes receive an email after one of my articles has already been posted from a PR person who has “something to add” to the article. It usually goes something like this. “I read your recent article about luxurious campsites and thought that you might want to include some information from one of my clients.” Seriously? Perhaps if they had sent this information a week before the article was posted it might have been included. However, do they think that writers have the time or the inclination to go back to their original article in order to add additional information? Writers have already moved on to their next article.

* Asking for corrections

Perhaps nothing gets under a writer’s skin more than a public relations rep asking for a correction or edit in the article after it’s been posted when the request is based on the fault of the PR person. For example, the press release or pitch contained names and titles of various hotel officials but after the article has been posted the PR person discovers some of the titles he/she provided were wrong. If the writer has made a mistake such as including incorrect information or misspelling a name, then surely the writer must correct this as soon as possible if it’s an online article. For print articles this must be done in the next issue as most publications provide a sidebar space for corrections. However, don’t expect writers to drop everything they’re doing in order to correct mistakes that were made by the PR rep. Before sending out any pitch or press release make sure to double check every bit of information.

* Press releases that read like ads

Every now and then a press release or personal pitch letter finds its way into my inbox that reads like it came directly from an ad agency. “Only ten days left until this resort’s prices increase.” “Experience this one of a kind, fabulous vacation package.” “Nowhere else can you find such exquisite spa treatments.” Leave the fancy adjectives and overused superlatives to the advertising people. PR reps should provide interesting, unique facts void of exaggeration or hyperbole. All too often adjectives serve no purpose. Strong verbs are much more effective in a press release.

* Not providing high quality photos

“A story is only as good as the photos that accompany it” is a rule of thumb that all PR reps should follow in order to increase the chances of having their story posted or published. Even an average story line can suddenly become a nice article when accompanied by several captivating photos.