PR work has many unwritten rules that need to be observed if you want to successfully place stories in the media. The fact that we at FBC have such a good relationship with journalists is probably due to the fact that we do everything we can to avoid the following six mistakes in PR work.
1. the golden rule: quality rather than quantity!
Very important: Never bombard the media with media releases! Especially not with those that say nothing or have no news value: If journalists realize that they can never do anything with your topics because there is no hook or USP (Unique Selling Proposition), your emails will always be deleted unread in future. At best, you can create a medium with an exclusive story which you offer them before anyone else.
2. media releases are not advertising texts
Be careful with product or advertising texts as media releases. If the text is too self-aggrandizing or promotional and overloaded with information, it will end up in the waste paper basket. Journalists are allergic to advertising. The solution: Formulate in a few sentences why your product or service is of interest to the journalist - that way you will hit the bull's eye.
3. a people story for the business section? A no-go!
One of the worst mistakes in PR work is when a story ends up in the wrong medium or even in the wrong department. What should a business journalist do with a story about the new Bachelor? That's why it's essential to research the right contact (and even better: the right section) beforehand and offer a tailor-made story.
4. telephone follow-up: Yes - but please do it properly!
"Have you already read my media release?" - please never utter this sentence when following up on the phone. Today, every newsroom has to deliver news as quickly as possible - so journalists don't have much time to look after their inboxes. It's better to sell the story again in an exciting way and briefly state the most important facts. Top tip: KISS - Keep it simple and stupid. Because people today have a shorter attention span than goldfish! And PS: No means no.
5. journalists are not for sale
Journalists have increasingly strict compliance rules regarding what they may and may not accept. This applies in particular to expensive promotional gifts, which are intended to create a sense of obligation among journalists. Blackmail for reporting is definitely a no-go. It is better to convince with clever words and a good story.
6. no story without a picture!
The most exciting interview in the world is worthless without a good picture. With media images it is important to remember: no boring food pictures or interior shots without people. The media can organize stock material themselves. Journalists want action and preferably faces - the classic "ground-breaking ceremony" is more than yesterday's news. Our FBC tip: Actively stage media images at events with the most important protagonists to guarantee an exciting image for the media.
You can find more deadly sins of PR and media work to download in our free PR guide. And for all inquisitive minds who want to train themselves to become PR professionals: Visit our next PR seminar with Ferris Bühler. There you will learn step by step how to get your story out to the public and avoid the biggest mistakes in PR work!