PR is an efficient marketing alternative; however, it demands appropriate work and effort to develop an efficient PR message benefiting your business. Often, startups and small businesses find it worthwhile to allocate their limited budgets to functions such as product development and talent acquisition, than collaborating with a leading PR agency.
Then there are others who think that they will deploy a DIY route to public relations; these individuals and companies must stay reminded that such models need proper planning and adequate knowledge.
For enterprises who prefer the model for PR here are some avoidable common mistakes:
- Failing to understand news value
This could also be termed as ‘having the right sort of expectations’. When you decide to initiate your PR journey, it is key to have a virtual certainty of the newsworthy stories, which will entice the users.
Every business should garner sufficient understanding about a newsworthy story as then only a publication or an online media channel will be interested in featuring your business. To even be treated as news, what you want the media publication to cover should be unique and raise the interest level of the audience.
- Urgency understanding
Always remember that a media publication receives multiples pitches, news releases, announcements, interviews on a day-to-day basis. In such a situation, the ability to stand out assumes relevance and entrepreneurs implementing PR on their own should understand the relevancy of urgency.
Every business wants to implement DIY PR initiatives should understand the value of news.
- Editing, only when needed
No business owner or startup should spend days or weeks to create a pitch or press release. It is important to make your point quick and move in. Leading PR agencies are of the opinion that when the press outreach is easy to understand, short and crisp, only then is it a win-win situation.
It is suggested that when businesses are engaging to do their PR, they should avoid getting hung on to editing their work often, otherwise the reporter may decide your next press release isn’t worth the trouble.
- Lack of research
It is important to opt for in-depth research before making a pitch. When you decide to DIY PR efforts, it is important to understand how to format a press release or media pitch.
- Asking for help
Inquiring for help is believed to be a good thing. However, when you have decided to do your own PR, there are chances you ask wrong people for help or even misread the importance of good PR.
When you decide to make a pitch or send a press release and it fails to bag coverage, never ask the reporter why they didn’t cover.
If you are keen to do your own PR, it is possible only with the right intent and the right steps. Efforts in the right direction and avoiding common mistakes prove helpful to garner buy-in from the media, thus rest of the stakeholders.