No matter how good your business might be in producing a service or product, bad publicity can ruin it regardless. Negotiating the perception of your company is precisely what public relations is about; how do you look in the eye of the public, what comes across and so forth. Ideally, PR would simply be a window into your already effective business – and you would be making sales based on your skills as a business alone. This benefits both PR and you as a business owner, since it’s an ideal to constantly aim for and a vision to keep in your mind’s eye.
But sometimes, promotion will either be detrimental or ineffective. For example, when contacting journalists to provide a story, too often PR people will provide the wrong details, withhold information and do a multitude of other things that simply frustrate the process – journalists are busy and bombarded by many other people. If you don’t make the process as smooth as possible, you will have a higher chance of losing the journalist’s interest and therefore promotion of your company.
CyberAlert spoke to journalists about what irritates them the most – which means what will make the journalists simply give up – and they noted:
“Reporters dislike receiving a pitch on a story they just covered or one just covered by a colleague or competitor. They may write about the same topic or industry again, but surely won’t report the same angle anytime soon. They are also unlikely to feature your company strongly again, in order to maintain independence, balance and avoid being labeled as a shill.”
The biggest tool for marketing has, of course, been the viral nature of the internet. Yet, as Lori Turner-Wilson, CEO/Founder of sales training and marketing firm RedRover, notes:
“You simply can’t control the viral nature of a campaign, as the stars must be perfectly aligned and many of those stars are far outside of your control. Sure, it is gratifying when you see your work picking up viral steam, but avoid setting out with that in mind or you may lose sight of what matters most – the delivery of valuable, relevant content to your target market.”
Often, businesses lack knowledge about how precisely to promote themselves. It is highly beneficial to hire professionals, people who are knowledgeable about the fickle nature of PR, who’ve done public relations courses. By failing to use professionals, business chance making these blunders more so than ineffective PR firms.