While this blog primarily focuses on SEO and internet marketing, I think it’s important to point out that public relations should be a part of every company’s overall promotional strategy. Getting your company out there in the news is a great way to increase visibility, boost your credibility, establish yourself as the leader in a niche, drive traffic, increase sales, and so much more.
A big part of public relations involves dealing with the media—reporters, editors, bloggers, etc. How well you manage these relationships will play a big role in determining how much media coverage you’re able to get.
Of course, there are many mistakes you need to avoid when dealing with the media. Here are some of the top ones:
- Pitching the wrong person—Make sure you know who you’re pitching. Take a few moments to read their past work, and make sure they actually cover your industry. Pitching the wrong person makes you look like an amateur who hasn’t done his homework.
- Spamming them—There’s nothing reporters hate more than when they receive nonstop press releases and pitches from the same person on a frequent basis. Spray and pray PR is spammy and unprofessional. Personalize your pitches, and only pitch when you have something of value to offer.
- Missing deadlines—Reporters are on tight deadlines with their stories. If you promise them that you’re going to get something to them or be available to them on a certain date, you’d better live up to that promise. If you don’t, you might as well kiss that relationship goodbye because it’s one strike and you’re out.
- Disappearing—Relationships require regular communication and management. You can’t drop off the face of the earth, show up when you need media coverage, and expect to see positive results. You have to stay visible to reporters. Even when you don’t have something to pitch, interact with them. Compliment them on a story they wrote, or hook them up with good sources other than yourself.
- Not saying thank you—Look, I’m not saying you have to kiss a reporter’s read end every time they use you as a source or give your company a mention in a story. However, being appreciative goes a long way in any type of relationship. So, whenever you get media coverage or a media member does something else for you, just take a moment to say thank you. You’ll be glad you did.
Have you ever made these media relations mistakes? Discuss your experiences by commenting below.