Mistakes to avoid in Public Relations
The communication environment is complex and, therefore, it is necessary to know how to navigate in this sea without losing your way and falling at the risk of throwing everything down. Building relationships with the media is one of the main objectives of PR practice, but it is not always easy to reach them and get the right message across. Thinking “inside the box”, not being proactive and accepting a “maybe” as a final answer are some of the mistakes that are often made by public relations professionals. The good news is that they can be avoided.
Thinking “outside the box” is an expression that is already quite familiar to us. It's because? Because it is transversal to any activity and public relations are no exception. To think “outside the box” in public relations is to be creative to the point of offering journalists new angles to think about a subject that, at first glance, may even be banal. Make one brainstorming can be interesting for the PR team, as new ideas are put on the table and debated, until one comes up that is really disruptive and that favors the project in question. Storytelling is recurring, but telling good stories is a rarity.
What also does not favor the practice of public relations is to think that just sending an email with information is enough. Is not. Relations with journalists are built at all times and accepting a “no” as an answer is part of the process. Although no one likes to be rejected, the role of a public relations professional is to communicate and, therefore, it may not be a bad idea to always respond to journalists, even if it is to thank them for the answer or to try to understand why they have no interest. to follow the theme.
And why should we settle for a "maybe"? Many of the answers given by journalists are based on “it is not a topic I usually work on” or “maybe I'll take the topic next”. Although they are not entirely negative responses, it is the duty of public relations professionals to think strategically and understand how they can lead journalists to become interested in approaching information.
Understanding the interests of the target audience is halfway to the future to know exactly who to address the message to and ensure that it is heard. And as a bonus, journalists are happy to receive emails on topics they can work on, creating beneficial relationships between both parties.