17 PR Mistakes to Avoid

Introduction

• Avoiding common PR mistakes

1. Planning Mistakes

• Misunderstanding what is newsworthy
• Hiring PR when you’re not ready
• Choosing the wrong spokespeople
• Missing proactive story opportunities

2. Pitch-Writing Mistakes

• Writing a long pitch
• Getting the reporter's name wrong
• Using buzzwords to make your point
• Withholding supporting documents
• Attacking your competition

3. Media Outreach Mistakes

• Sending mass email pitches
• Misunderstanding media relations
• Poor timing
• Selecting the wrong publication
• Pitching multiple reporters
• Not building reporter relationships

4. Media Correspondence Mistakes

• Using off the record
• Asking a reporter to proofread
• Following up without intention
• Commenting with “no comment"

5. Ethical Mistakes

• Unethical PR
• Don’t capitalize on a crisis
• Missing the human element
• Burying the lede

Conclusion

• On the correct path