It is very easy to distinguish a good PR consultant from an ineffective PR consultant, just ask a journalist.
When it comes to PR it is important to identify the PR goals of the project/ client and to devise a well thought out strategy with tactics that serve the strategy’s purpose. Care and precision in each tactics execution is vital to effectively have what you’re saying considered by media and intended audiences.
A good PR consultant has an eye for detail, an understanding of the importance of strategy and timing, an understanding of the client and media he/she is working with and the ability to get straight to the point.
A person engaging in PR activities often faces time limits, deadlines and high expectations for results. The difference between the good and the ineffective PR person is how they handle the stress of the task. Sometimes panic can result in a poorly thought out strategy, a rushed effort, many mistakes and ultimately a poor end result.
It is important to learn what mistakes people make in PR so to be able to consciously avoid them, only then will you be the best you can be. AllBusiness.com’s article, ‘Top 10 Public Relations Mistakes’, explores the common mistakes made in the field of Public Relations.
- Poor timing. Timing is crucial and too often the individuals who handle public relations do not get a head start on their tasks. You need to consider lead time for magazines, newspapers, and other media.
- Poor choice of language. Jargon and buzzwords do not impress editors who have little time to read all of the press releases that flow across their desks. Get to the point in plain and simple language.
- Poorly written press releases. Errors, omissions, poorly worded sentences, lengthy copy, and poor structure are all pitfalls that land press releases in the trash. You need to grab the reader’s attention, get quickly to the point, and follow up with information about the event or activity. Keep it concise and include all pertinent details.
- Poor follow-up. If you want to be heard, be prepared when someone calls with follow-up questions. Many businesses lose stories because they are not prepared to close the deal.
- Too much hype. You want to be positive, but superlatives get tedious and can arouse suspicion in readers. Remember: You’re appealing to the news media, so supply them with supported facts, and avoid generalisations and exaggerations.
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Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
