If you, as a novice marketer, have to set up a PR program, it is an exciting and challenging job. You have learned what you need to think about to make it a success. Everything can look perfect in theory, but then it has to be implemented in practice. Then it turns out that theory and practice always go hand in hand if you want to make it a success. This requires inventiveness and adaptability, because problems can arise, there is insufficient cooperation or practice shows that a theory is not a solution. Below are a number of pitfalls that you should avoid falling into.
Outdated information
It is so easy to copy existing information, but first check whether that existing information is still up to date. Using outdated information certainly does not inspire confidence.
Mutual communication
In the run-up to a PR campaign and also during it, regular coordination between marketing and sales is very important. Discussing strategy, product specifications, price changes, distribution, events, etc. are the recurring topics. And don't forget to involve the sales staff. They are the first to make contact with the customer.
Media spokesperson
The media spokesperson fulfills an important pivotal role. Make sure that the media spokesperson is fully informed and knows all the ins and outs. The story must be coherent from beginning to end, have a logical sequence and must be presented in a natural and engaging manner. Have the media spokesperson hold pre-presentations internally for practice. The real presentation must look slick. If one of these conditions is not met or is less met, failure is doomed.
Wrong timing
All preparations can be destroyed if the timing is wrong. It is of the utmost importance for all involved to choose the right time with a view to the continuation of the PR campaign. If you are late, the competitor may be ahead of you or the topic or product may have expired or you were still waiting for the latest information. You can never be 100% sure that you have the right timing, but there must be a reasonable degree of certainty before starting the PR campaign.
Old news
You neglect to read the written news every day or to scour the internet, which can put you ahead of the competition. Then you are no longer the first to break the news. If this happens a number of times and you still publish each time, it will be at the expense of the image.
Newsjacking
There is a link to the previous topic Old News. Newsjacking can be seen as 'hijacking news'. With this PR tactic you benefit from current events in the interest of your organization. You try to gain media attention and increase the reputation of your organization. Speed and expertise are key words here. If you fail to use newsjacking, you will always be behind and receive less and less attention.
Exclusive story
An exclusive story is offered to a specific journalist or newspaper. This will then be followed by a large article and possibly a photo. Then the journalist is the first and you might think that it no longer makes sense to serve the media with this information yourself. Yet it can make sense, because, for example, the newspaper is only one medium and you as a PR professional can broaden the reach through many media channels and also give it your own twist.
SPAM emails
Journalists receive the craziest emails. Incomplete content, poorly formulated, language errors, illogical order or more than one email follows, etc. Because they receive a number of these every day, they are not prepared to read the content further and dismiss it as SPAM. There go your good intentions. The journalist wants a good email pitch. One that is personalized and meets standard pitch requirements. So make sure you have a well-written email pitch.
