With the economy forcing many businesses to cut costs wherever possible, a growing number of companies are stretching their dollar by handling their own PR rather than hiring a firm. And while you can certainly be successful with DIY PR, it’s almost always challenging.
If you’re DIY PR campaign just isn’t getting results, it could be because you’re making one or more of these 5 common mistakes.
1. You’re mass mailing your press release regardless of fit – Writing a press release and blasting it out to a list of thousands of journalists isn’t the best way to go about getting media coverage for your company. Rather than throwing a bunch of stuff at the wall to see what sticks, try sending your press release to a smaller list of highly targeted publications. You need to know which stories will work be a good fit in which publications. Targeting your distribution will help you improve your batting average and avoid annoying thousands of journalists and editors.
2. You’re not planning ahead – A successful PR campaign requires careful planning. You need to have goals, and you need to create a specific strategy for achieving those goals. Playing things by ear will often lead to mistakes and a lack of direction.
3. You’re ignoring the power of new media – Too many companies think that PR success means an appearance on TV or in a major newspaper. The truth is that bloggers wield a great deal of influence and power, so getting positive coverage on a popular blog can often have a bigger impact than you might think. Try to start building relationships with bloggers in your niche. It can go a long way to building your brand.
4. You aren’t thinking like a reporter – Thinking like a business owner isn’t always the best idea for running your PR campaign. That’s what leads to overhyped press releases and thinly-veiled sales pitches. You need to think like a reporter. Reporters are looking for stories that interest their audience, not stories that help you get more sales. Ditch the gimmicks and hype, and start focusing on adding news value to your stories.
5. You don’t have time for PR – If you’re like most small business owners, you already have too much on your plate as it is. Adding the responsibility of managing your PR campaign could just be too much to handle, forcing your to spread yourself too thin. PR success requires more than dabbling in it here and there whenever you find extra time. If you don’t have the time for it, let a PR expert do it for you.
Do you handle your company’s PR duties? If so, what struggles have you experienced? Share your insight by leaving a comment.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. To subscribe to PR Fuel, visit: http://www.ereleases.com/prfuel/subscribe/.