As a service, the main goal of PR is to help build trust, credibility and reputation. In this media-saturated world we live in, it is becoming harder and harder to be different and get noticed. This is a constant pressure many in the digital space are battling, and it is also when we start to overcomplicate things. Whilst it is important to be forward thinking and innovative, it is also important not to overthink processes and avoid some common PR mistakes.
Worried you may fall victim to some of the more common PR mistakes? Well, knowledge is power, so here are six common PR mistakes you should be aware of, and how to avoid them.
- Not having a clear goal
Before starting any PR campaign, it is crucial to understand what the goals of the campaign are. Without a clear goal, you will struggle to define your target audience, develop your key messages, select appropriate communication channels, and measure results.
Are you looking to drive website traffic? Are you looking to increase social following? Are you looking to land coverage in tier 1 publications? Whatever your goal (or goals), make sure to define your key performance indicators (KPI’s) and make these clear from the start for both you and your team to work towards.
- Not knowing your audience
Who do you want to speak to and reach with your PR campaign? If you don’t know this from the start, this may lead to ineffective or irrelevant communication, wasted resources, and missed opportunities. Your audience will dictate your core message and your communication channels, amongst other campaign elements.
Things to understand when looking to define your audience is:
-Demographics
-Location
-Media habits
It is also useful to segment your audience into different groups based on characteristics and interests, and tailoring your messaging and communication channels accordingly.
Trust us, this is one PR mistake you don’t want to make!
- Failure to tell a good story
One of the key things any journalist will tell you is that people just want to be informed, engaged, and entertained. Unfortunately, big news for your company may not necessarily translate to your target audience. Some of the most effective PR campaigns are the ones with the ability to tell a good story.
Creating a compelling narrative is not easy, but it makes a difference. If you are feeling overwhelmed by this, why not try:
-Do your homework and gain a deep understanding of the business you are promoting
-Fully understand what problems the product or service you are promoting solves for customers
Once you understand this, you will be able to craft your core message which you can then drive through personality and your brand persona.
- Not maintaining a consistent message
Another common PR mistake to avoid is failing to stick to your core message. As we have already established, it takes a lot of work and a deep level of understanding of the business (and campaign) to develop a core message. This message is the core idea or value proposition you want to convey to your audience, and it should be clear, concise and compelling.
If you don’t maintain a consistent core message, you run the risk of confusing or alienating your audience, damaging your credibility and weakening your brand identity. Whilst it good PR practice to test your core message with your audience and stakeholders, and refine as necessary, this should be done early in the campaign and changes should be minimal.
- Selecting the wrong communication channels
There are A LOT of communication channels to choose from, and it can be tough to know what is right for you and your company. Will you focus on social media, traditional media, radio, or TV? Failing to choose the right channels can limit your reach, impact, and engagement.
Want to avoid this PR mistake?
Select the channels that best suit your goal, message, audience, and budget, and use a variety of earned, owned, and paid media to optimise exposure and results.
- Not analysing and evaluating campaign results
Final PR mistake to avoid making is not analysing campaign results. This process enables you to analyse how effective and impactful your PR campaign was. Did you meet your goal(s)? Did you deliver your intended message to your target audience?
Analysing performance should be done both during and after each campaign. When it is done during the campaign, this enables you to see what is happening in the moment and optimise accordingly. Analysing results following the implementation of a PR campaign allows you to learn both what did and didn’t work to help you apply those lessons in your next PR campaign. A good example is our Infosecurity Europe 2022 Case Study where we summarised the event, and used statistics to demonstrate what went well, and what could be improved on for future campaigns.
Running a PR campaign can seem a daunting experience, but being aware of some of the common PR pitfalls should help you put together an effective PR strategy. And if it still seems too much, why not use professionals like us!?
If you are looking to run your next PR campaign, why not get in touch and see how we might be able to help you carry out a successful PR campaign.